Lifestyle Expert Patrick Janelle's Self-Made Journey: From the Mountains of Colorado to Career Peaks in NYC
Ever wonder what it takes to become a grooming guru and lifestyle connoisseur in the Big Apple? Meet Patrick Janelle, a Colorado native who traded the Rocky Mountains for the concrete jungle with nothing but a dream, a bicycle, and a knack for making everything he touches look effortlessly chic. From his early days in graphic design to launching his own agency, Patrick’s story is as inspiring as it is entertaining. Let’s dive into the world of this NYC renaissance man and uncover his secrets to success, style, and impeccable grooming.
Q&A: Patrick Janelle's Career Journey
Q: Tell us about yourself - let’s start with where you’re from and how you began your career.
A: While I moved around a lot during my twenties, ultimately I always envisioned myself in New York City, the place where I knew anything would be possible. Every place prior to that—though I’ve loved them all—have all been stepping stones on my way to New York. First, I left Colorado's more suburban environment to live in LA and then made my first international move over to Germany. Though I loved Europe, following a break-up with my ex-partner there, I realized it was finally the right moment to bring my New York City vision to life.
What was living in the city like after imagining it for so long?
I essentially brought my bicycle and my creative ambitions with me to New York—and not much else! There was really no concrete plan other than to pursue what I loved in this city that to me represented endless possibility. Thanks to my graphic design background and a connection through my best friend, I scored a job at Bon Appétit in the Art Department. It was the perfect confluence of everything I loved—media, food, design—and working in publishing was the perfect entrée to the city. Those years were also the beginning of Instagram, so I jumped on that train too. I made an account to share creative discoveries and my first-hand experience of the city, and that original point of view created the building blocks for the audience I have today.
Q: How did your creative ambitions blossom in New York?
A: After a decade in the city, I had grown a true following on Instagram. In addition to sharing my favorite restaurants, hangouts, and travel experiences, I also created a group called Spring Street Society, where I’d host pop-up dining events in secret places all around New York. The openness of the city allowed me to grow and nurture my own personal ambitions, which in turn inspired others. And the backbone of the discovery and inspiration was my ability to share each step on social media.
Courtesy of Patrick Janelle, @aguynamedpatrick
Courtesy of Patrick Janelle, @aguynamedpatrick
Q: What inspired you to found your first company?
A: I’ve always thought of myself as having an entrepreneurial spirit and have rarely had full-time jobs. I would rather pave my own path and figure it out as I go than work my way up a corporate ladder—there’s no better place for that than New York City. After years of a full-time content creator and taking on other creative projects—talk about the city that never sleeps—I felt incredibly fortunate to have achieved a certain level of success, but I started to think about the next chapter and how to make my creator lifestyle sustainable.
At the same time, I had friends approach me to ask advice on how to approach and monetize their own nascent careers as creators. So launching Untitled Secret was a truly organic decision: it emerged as the perfect way to continue building the team I had developed while also providing that same support and structure to other talent. We initially launched as a talent management agency, and soon afterwards I launched my social media marketing agency, Untitled Social.
Q: How have you found success with your companies in the Wild West of social media?
A: I built the company as an extension of my own experience and creative prowess, but as an entity that could exist beyond me as an individual. My time is split between running the two agencies and my own creation and personal brand. I’m grateful to be able to do the things I personally love while building a team of people who love the work they do, allowing them to grow and flourish in their own careers. I care deeply about building something in partnership with people who also love and are supported by the work being done.
Q: Tell us more about Untitled Secret.
A: Untitled Secret is a boutique talent management agency. My definition of “boutique” is that we have an extremely personal, hands-on approach to management, with each manager overseeing no more than five to seven talent. When we decide who to represent, we look out for individuals who have a special edge or niche—like a TikTok personality who likes to blend talking about fashion and their home environment, or someone who focuses on cooking but also weaves style into the mix. I believe we represent incredible talent who each epitomize “best-in-class” for their respective lanes. Being a notable individual in their space is, to my mind, more important than having the highest following. I couldn't be more proud of the managers on my team who are delivering high value to these talent, building alliances with brands like Dior beauty, Amazon, TikTok, Meta, Threads, and more. To be able to facilitate these high profile partnerships and demonstrate our value is really cool.
Q: What about Untitled Social?
A: On our social media agency side, our clients are brands versus individuals, and we provide a very hands-on, dedicated approach to supporting every aspect of their social media marketing journey—from content creation and community management to influencer and paid social—in verticals like CPG, real estate, retail, fashion, and hospitality. I like to say that we are great at executing. Many marketing agencies can deliver high-level strategy, but we also love rolling up our sleeves and getting in the weeds of social media: hopping on trends, creating relevant content, and living in the comments of our clients’ social accounts.
Q: What have been some of your favorite experiences in this industry?
A: One highlight is our annual team trip; last year, we went to Mexico, and this year, we headed to Sicily. Creating a meaningful work environment and culture is something that I love and that’s very important to me. Taking trips like these with my close-knit team is always a highlight of the year for me.
In terms of personal growth, I’m continually learning the ropes as a founder and growing in my capacity to assess situations, make decisions, and even make the tough calls when it comes to the hiring, firing, and restructuring process. I have grown a lot in this process which has been super meaningful.
Patrick's Grooming Tips and Favorite Products
Q: What are the products you always have in your Dopp kit?
A: My skincare, haircare, and toothbrush are permanent fixtures, no matter where I am. In my 40s, having a consistent skincare routine is crucial. The most important steps are washing my face morning and night, using a serum, eye cream, and moisturizer. I admit I’m not always great about remembering to apply SPF during the day, but it’s something I’m working on.
I don’t necessarily obsess over changing skin conditions that I can’t control—and I’m not interested in Botox, it’s just not for me (currently!)—but I am a bit obsessive about undereye care. For nighttime use, I slather on Ole Henrikson’s eye gel crème, and for the morning, the Jaxon Lane Bro Mask Eye Gels are one product where I actually see an instant rejuvenation effect. Especially when I’m tired, they bring that delicate undereye skin back to the proper texture and shape.
Courtesy of Patrick Janelle, @aguynamedpatrick
Ole Henrikson’s Wrinkle Blur Bakuchiol Eye Gel Crème, $52
Jaxon Lane Bro Mask Eye Gels, $30
Q: Any other product recommendations?
A: When I’m traveling, I always have Shake and Wake with me. I love that it’s a powder that foams up to a great texture with water, and the smell is great. I also love a good serum. I’m a big fan of Ole Henrikson’s retinol serum and night moisturizer, and I love the Jaxon Lane Super Serum. Those four products are my most consistent go-tos.
Jaxon Lane Shake and Wake, $34
Ole Henrikson Double Rewind 0.3% Pro-Grade Retinol Serum, $72.00
Ole Henrikson Strength Trainer Peptide Boost Moisturizer, $60
Q: What are your tricks for the perfect hairstyle?
A: For hair, Jay Braff (@jaybraff)—my hairdresser for almost ten years—put me onto this product from Paris called Baume Bois de Rose from Leonor Greyl. I have relatively thin hair, and this product is almost clay-like in texture—I put it in before blow drying and it gives me a nice grip and texture, almost like a salt spray. As an alternative, I love the pure abundance™ style-prep and the pure-formance thickening paste from AVEDA.
Courtesy of Patrick Janelle, @aguynamedpatrick
Leonor Greyl Baume Bois De Rose, $58
AVEDA pure abundance style-prep, $34
AVEDA aveda men pure-formance thickening paste, $35
Q: What about fashion and other grooming products?
A: For fashion, Todd Snyder and Banana Republic are my go-to brands. Banana Republic’s rebrand has impressed me with its quality and military utility-inspired pieces that are still fashion-forward. Todd Snyder has some great looks especially for traveling and vacation. Both Banana Republic and Todd Syder have great jackets, suiting and outerwear.
My favorite deodorant is Ursa Major. For colognes, I have a large selection—I love being able to switch up my scent depending on my mood and the occasion. Some of my favorites are Frederick Malle’s Portrait of a Lady and French Lover. Tom Ford’s Black Orchid is rich and decadent—it’s a sexy scent that’s perfect for going out on the town. The Maker has an incredible range of subtle, idiosyncratic fragrances—the fig-tinged is a favorite. Finally, I reach for Diptyque’s velvety Tam-Dao for a more cozy mood when I’m bundled up by the fire.
Ursa Major Hoppin’ Fresh Deodorant, $16.20
Frederick Malle Portrait of a Lady, $295
Frederick Malle French Lover, $225
Tom Ford Black Orchid, $155
The Maker Lover, $175
Diptyque Tam Dao, $230
So there you have it, gents—Patrick Janelle's masterclass in balancing a booming career, impeccable style, and a killer grooming routine. Whether you're just starting out or looking to up your game, take a leaf out of Patrick's book: chase your dreams with passion, take care of your skin, and always pack your Dopp kit with the essentials. Until next time, stay stylish, stay groomed, and maybe book that spontaneous trip to NYC—you never know where the adventure might lead you!