I grew up obsessed with magazines, in an era when talented artists—including full bands, with all the members—were awarded covers. I remember when The Smashing Pumpkins were photographed by David LaChapelle for the cover of SPIN and how I obsessively looked through the story 5,000 times. I remember learning about Brett Anderson from Suede when he was on the cover of THE FACE. I couldn’t even find copies of that magazine where I lived in northern California, so every time I saw an errant one, discarded and semi-destroyed somewhere, I would steal it from whoever it belonged to and rip it to pieces. My childhood bedroom was like a demented serial killer’s lair with magazine ephemera scotch taped to the walls. I fell asleep every night with thousands of eyes staring at me.
I’ve since learned to control myself.
Now I seem to have landed myself a position in the business of making magazines. I always try to inject a little bit of my inner music demon into the publications I work with. I don’t believe that only the biggest pop stars can sell, and I would love the opportunity to give new emerging bands a chance to become the cover star bedroom wall idols for oddball tweens across America and Europe. This is part of the reason I am excited about VFILES.
Without giving too much away, VFILES is a website that is in the works—the unfolding online presence of which has everybody asking me, ad nauseum, “what is VFILES?” It’s also a fashion entertainment platform. I think the team behind the project is enjoying how cryptic that description is. The site will be launching later this year, and will hopefully revive a lot of the imagery of fashion cycles past and with it, the spirit that makes the medium magical. At the moment there is an engrossing pop-up shop in the VFILES store at 12 Mercer, a collaboration between the brand and Gallagher’s, the magazine archive that closed its doors a few years back. Check out some of the archived magazines now on sale, which the VFILES official bookmark describes best: #CRUCIAL #READING