Scrolling London based Xander 'the xandwich''s feed will make you check the time to see if it's any closer to lunch yet. His Instagram is compiled of rows and rows of delicious looking sandwiches, all complete with a rate out of 10 and an essay on it's contents for the caption (often rude, often highly sarcastic). We spoke to him to find out how he turned a love of bread based snacks into fifteen thousand followers.
How did you get started?
A desire to be more creative and to follow a passion for writing. I saw Instagram as an immensely one dimensional space - aesthetically pleasing images but nothing more - and so I wanted to offer my extra dimension. Photographing my one true love (the sandwich) and combining it with in-depth, honest reviews sounded like a fun idea! Plus, who'd say no to a free sandwich?
Where do you find inspiration?
From the markets in London. Nothing appeals to me more than roaming around, beer in hand, nibbling and talking to the traders. What are you selling? How's it made? What's your story? A lot of my inspiration to sniff out more and more sandwiches stems from the history and lives of the traders.
How do you decide what to share and what to keep private?
I'm an extremely open, liberal dude so I share my whole life. I have nothing to hide. I like to think I lead a fun life and would hope that people can absorb some of my positivity into their own.
Any tips and tricks?
Find your thing and do it. Put yourself out there, network, ask questions... all people can say is no.
What camera and editing software do you use?
Just my iPhone 5SE (I know, upgrade needed) and SnapSeed.
How do you relax?
Feeling stressed, take a breath. Learn to love and admire the small things: your cycle to work, that dog you pass every day, the weird habits of others.
Tell us something no one knows about you.
But then somebody would know?
What’s been your favourite piece of work to date?
An article for Munchies with Hellmann's. I had to create 3x recipes that took me bloody ages to do but the results were brilliant.
Best thing about being a creator?
I can do what I want (normally).
If you could give one piece of advice to your younger self, what would it be?
I've been doing this for just a year, so I'd have to say 'don't always say yes to everything'.
Thanks, Xander! You can follow him at @the.xandwich