Louis Copeland tailor on the Conor McGregor Effect: 'He's a good model, a hard worker and an even better spoofer!'
First of all, he's a dandy. A cage-fighting, trash-talking, money-flashing dandy.
Everything about Conor McGregor's signature look - three-piece suit, pattern bow tie, cut-away collar, pocket handkerchief, brown brogues, and heaps of tattoos - has been very carefully considered.
To quote the man himself: "Fashion and fighting is a lot alike - it's all about attention to detail. I always say I like to look good and whoop ass, and that's what I'm doing - looking good and whooping ass."
McGregor's look has been dubbed the 'Dandy Wildman' by fashion magazines like 'GQ' and 'Vogue'.
Apparently, the Dandy Wildman has succeeded 'Lumbersexuals', whose Rasputin-inspired beards and flannel shirts are now totes passé.
This is a sleeker, more polished look. As 'Vogue' magazine put it, a Dandy Wildman is the "rugged, masculine hunk of your dreams - except he also likes his Kiehl's bath products and loves to wear a suit."
Not overly manicured, The Dandy Wildman knows the importance of tailoring and thread count. Other Dandy Wildmen include Jake Gyllenhaal, Kit Harrington, and, before the horrific decision to cut his hair, Ian Madigan.
When it comes to retail, Irish men can't get enough of McGregor dandyisms.
In terms of selling power, the Crumlin native is to Irish menswear what super smiley Amy Huberman is to womenswear.
'The Conor Effect' has boosted menswear sales around the nation.
Retail Excellence Ireland chief executive David Fitzsimons believes 'The McGregor Factor' is behind the recent 12.4pc increase in menswear sales.
King of the Cloth Louis Copeland credits Conor with boosting bow tie sales among the under-30s by 100pc.
"He brought dickie bows back," Copeland said.
"Three years ago, if you saw someone in a bow tie, you'd think they were off the wall; but now bow ties are everywhere."
Copeland's brother and business partner Adrian is unsurprised McGregor has become a fashion icon. Adrian believes Conor follows in the footsteps of other well-dressed brawlers.
"He's a modern day Gentlemen Jim Corbett," he said. "It makes sense that he's a style icon. He's a good model, a hard worker and an even better spoofer - you need all those things to make it work in the rag trade."