"In 2012, Michael Flynn created the persona of Mattress Mick to rescue his failing bedding brand - and a cultural icon was born. Here, the Dublin entrepreneur talks about losing his beloved wife, adopting a daughter from Russia and being photographed at last year's Coolock protests Mattress Mick smiles, his trademark mane of hair - now greying, in comparison to the luscious locks on display in the promo photos that made him a cult figure - bouncing as he shakes his head."
"I have just asked him whether he ever gets tired of looking at himself, and he scoffs at the very idea. There he is, on posters, cars and vans lining the streets to his Dublin store, adding garish flashes of colour to the grey industrial estate as they point the way to mattress bargains. Upstairs in the store's showroom, an army of cardboard cut-outs loom ominously over us."
Michael Flynn adopted the Mattress Mick persona in 2012 to revive a failing bedding business and achieved cult status in Dublin. The public image relies on a flamboyant, trademark mane of hair and bold promotional visuals across posters, vehicles and the store showroom. Promotional photos once showed fuller hair while his current appearance has greyed. The persona brightens an industrial estate and draws attention to mattress bargains through theatrical marketing. Personal events include the loss of his wife, the adoption of a daughter from Russia, and appearances in local protest photographs.
Read at Independent
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