Sir! #1
230 x 300 mm, 210 pages
London
Editor-in-chief: Elgar Johnson
Creative director: Robin Derrick
‘For men who want to know’
From the publishers of sport/fashion magazine Circle Zero Eight comes new men’s magazine Sir! New, but old… this is an old school men’s magazine, harking back to nineties Arena and a time when grooming meant something different.
Dylan Jones, ex-editor of both Arena and GQ, contributes an overview of the men’s market from the fifties through to today, in which he notes how libido got banished from the men’s market following the boom and bust of FHM, Nuts, and Loaded. And that’s pretty much where Sir! steps in; Ray Winstone, cars, crisps and rap, and a distinct lack of women.
For the older reader, Sir! provides a comfortable blast of nostalgia; for the younger reader, see what your father did during the Britpop years.