Hugo Boss is my kind of label.

There is a kind of mysticism to writing.

It's really odd that I've got this kind of sullen reputation - I never saw myself that way.

I'd always liked to read, but when I picked up books I wasn't getting the same kind of excitement from them that I was from going out clubbing. I wanted to get the same kind of feel.

I grew up in a place where everybody was a storyteller, but nobody wrote. It was that kind of Celtic, storytelling tradition: everybody would have a story at the pub or at parties, even at the clubs and raves.

People either think I'm this totally savage, idiot-savant genius guy who's lucked out or they think I'm a super-manipulative crafty businessman, this kind of MBA guy who's spotted a gap in the market and knows how to create a product for it. It's flattering, but I've not got that much of a gameplan.