In May 2007, the Gameland media company releases the first issue of the new street-fashion magazine TRENDYMAG. This is the first edition on the Russian print market dedicated to the current youth trend - street culture.
Over the past few years, it has become obvious that the wave of urban culture has reached Russia, and street fashion is a conceptual part of it. Today, for modern youth, the style of clothing is not only one of the ways for self-expression of their own individuality, but also reflects the global outlook of the individual. TRENDYMAG will become an ideological reference point in matters of style for progressive youth.
TRENDYMAG is not a licensed foreign publication, but a unique project of the Gameland media company, created by the editors of the Hooligan magazine. While working on the concept of the new magazine, the creative team drew on the experience of such influential world street publications as German Lodown, American Serie B, British Vice.
On the creation of the first issue of TRENDYMAG, not only professional journalists worked, but also informal leaders of street culture: graffiti artists, sneaker collectors, DJs, urban extreme lovers.
MAIN HEADINGS:
• COOLHUNTING - world news and the latest trends in the street-style fashion industry.
• TRENDSETTERS - interviews on the topic of fashion and style with designers, street fashion industry professionals and famous DJs, snowboarders, skateboarders, mountain bikers, surfers, graffiti artists, break dancers, representatives of extreme sports and other youth trends and subcultures.
• DRESSCODE - essays on the main canons of street style.
• MUST HAVE - an overview of the best models of the season (clothes, shoes, accessories).
• PROFILE - an essay about a fashion brand.
• SHOPPING GUIDE - information about fashion stores for young people.
The first issue of TRENDYMAG is dedicated to the topic of "Sneaker culture", since the starting point in street style is sneakers (a kind of sports shoes) and the rest of the wardrobe is formed for them. In the issue: the history of the origin and development of sneaker culture, the main canons of the Street Dress Code, interviews about style with trendsetters from youth subcultures and representatives of the street fashion industry, show case of models of the new season.
The first two issues of TRANDYMAG will be distributed as a thematic fashion supplement to Hooligan and SYNC magazines. In the future, it is planned to publish the magazine as an independent publication. Frequency: once a quarter
Volume: 72 pages
TRENDYMAG
Fashion-supplement to the magazines "Hooligan" and "SYNC"
SPRING / SUMMER 2007 №1 (1)
Theme of the issue: "Sneaker-culture"
COOLHUNTING
Review of world trends in the street-style fashion industry.
HI-TECH PREVIOUS Pum Marketing
Director Maxim Kalmykov is a major street fashion specialist, as well as a supporter of everything innovative. Ahead of his time, he revealed what the future holds for street fashion.
FORCE GOLD LEGACY PACK The
iconic Nike Air Force 1 basketball shoe celebrates its 25th anniversary this year. To make the holiday memorable for fans of the legendary sneakers for a long time, Nike released limited collectible kits, in the creation of which gold was used.
END-TO-END COLLABORATION
Street fashion is quite radically different from other fashion trends, so it should not be created by ordinary fashion designers, but by real street monsters - street art designers who literally feel this culture with their skin. Seven world-renowned graffiti artists became members of the End-to-End Project and in three days created an exclusive collection of shoes, clothing and accessories.
TRENDSETTERS
THE KING OF DOGTOWN
The Vans Vault designer collection is released once a season, and each time the company engages in its design street artists who create "in concept" of the brand. This time, Californian artist Greg Galinsky was lucky.
STREET FASHION BEATS
DJs from Flammable Beats talk about hip-hop, underground and street fashion.
4 SNEAKERHEADS
The sneaker culture virus entered Russia. Trendymag publishes medical history and photos of the victims. FAQ.
VANDALIZM CULTURE YOU KNOW
It is almost impossible to find a place in Moscow without a tag or a piece. Despite the attempts of the authorities, it is no longer possible to exterminate them. Others appear in place of the painted ones. Fashion photo session with the best Moscow graffiti artists.
STREETCODE
Street style, like classics, has its own canons and rules for wearing clothes.
DRESSCODE
TOKYO STREET STYLE
Unlike most other cities in the world, street fashion in Tokyo has no social connotation. Appearance is not a sign of status in society, but a wordless means of expressing one's feelings and emotions. At the same time, no one cares how you will be perceived on the streets of the city. The main thing is your inner world and friends who share your beliefs.
MUST HAVE
NIXON'S DOCTRINE ONBOARD
Editor-in-Chief discusses the NIXON snowboard watch and why it's cool.
WATCH YOUR STEP
Conceptual models of watches of the new season.
SNEAKERS SHOWCASE
Catalog of trendy shoe novelties.
WEAR SHOWCASE
Catalog of trendy new clothes.
PROFILE
25 YEARS, NORMAL FLIGHT
There are things that, over time, cease to be “just things”. Fender Stratocaster guitar, Ray-Ban Wayfarer sunglasses. The iconic Nike Air Force 1 is celebrating its 25th anniversary this year.
SHOPPING GUIDE
Information about fashion stores