You grew up on Wallpaper though you were convinced Tyler Brule was a nom de plume. The acres of pale woods...the early adoption of the mid cent mod ideal...the perverse travel stories (Beruit ???)...the pages of that style bible guided you through college and helped sculpt your world view. You frowned when Time Warner bought it out in 97 . Was that to mean the death of the illustrated travel stories featuring two perfect boys and a perfect girl (sleeping ?) together naked in the same bed? Yes it did and with that you wandered the wilderness for years, reading fashion magazines for the fashion, design magazines for the design and The Economist for business, with Vanity Fair thrown in for good measure. You looked over at your lost avatar Tyler as he twiddled with Swissair for Winkreative and told fast insider jokes for his columns in the NY Times and at The Financial Times in London.
And you're there for Tyler now that he has launched Monocle, his clever little magazine that covers the ABC's as well as D's and E's of the the stylish life (A=Affairs, B=Business. C=Culture, D=Design, E=Edit). With $10mil in start-up money, you hope that Tyler's love-or at least his very restless eye- will be here to stay this time. Tyler has sworn to deliver a cross between Vanity Fair and The Economist. So far so good. I mean where else can you get the scoop that the world's leading banks are behind 20% of all art purchases or revel in a fashion layout using a selection of models from the Okinawa Prefecture in Japan. Want a glimpse of the new Guerilla Comme des Garcons store in Beruit? Monocle's there. A revelation on the latest Murakami short story headed to the screen? Monocle's there! Global, business driven and gifted with a heedlessly high taste point, Monocle means business. Plus they're already merchandising their own branded bicycle. Very green!