Who Knew

Australian magazines, however lame or brilliant they may be, seldom seem to make any lives for themselves outside their own country, and yet there remains a rampant magazine culture based on a thirst for information on culture and trends from overseas. Home grown publications are always held up against their overseas counterparts so it’s no wonder the Australian version of Dazed & Confused [dazeddigital.com] has passed Boicozine by.

After investigating the Japanese edition for the NMCA [nmca.boico.net] it’s kind of exciting to uncover yet another Dazed spinoff, even it is has been in print for almost a year now. The key difference for the Australian edition seems to be that it is primarily a magazine for ‘trendy’ straight blokes. Like a men’s mag sans busty babes, endless surfing photo stories and killer redbacks. Launched as the male counterpoint to Sydney’s Yen magazine [yenmag.net], they are just unleashed a marketing campaign based on ‘Censoring the Mundane’. The mundane primarily being colourful silky boxer shorts by the looks of this TVC…