It’s no longer enough to simply make beautiful things. To get people on board with a design concept, you must also woo them with a lifestyle concept. No one understands this better, it seems, than James Wright who has taken on the modern, though nonetheless daunting, task of launching a journal alongside Nikhil Adwalpalkar’s clothing line, both titled Fourth & Main.
He explained to me that the nascent company functions symbiotically – the sales of the newly formed menswear line feed the production costs of the magazine (we all know print ain’t cheap..) which in turn informs the clothing. And round and round it goes. “To those ends,” James explains, “it really has been a labour of love, with every contributor having donated their time, effort and skill for no fee.”
The 125-page publication, a bi-annual print platform for the best emerging young talent across the worlds of art, film, music, writing and photography, will also have an online presence with the launch of the Fourth & Main website [launching imminently]. As for content? James says it better than I could:
“We hope the Journal provides a bridge of content and design: unique and original youth-driven content, aligned with a return to old-fashioned values of form and presentation. Undiluted and free of advertising, the design is stripped-back, elegant and clean, mirroring the simplicity of the clothing.. In the first issue, we cover a range of topics as diverse as talking with the rising star of Captain America – Hayley Atwell, to profiling the work of dynamic young photographic movement Fourteen-Nineteen to assessing the escalating situation of Mexico’s drug wars.”
From March you can get your mitts on the print magazine at such institutions as The ICA, Opening Ceremony NY, The BFI, The Barbican, Colette, Paris, The Tate Modern, Tate Britain, The Proud Gallery, The Royal Court, The Museum of Modern Art, NYC, Soho House group and many more. If you can’t wait ’til March though, order your copy – for free – from fourteen nighteen and while you’re waiting for it to arrive in the post, you can watch Hayley Atwell for Fourth & Main right here: