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The premiere issue of Monocle, Tyler Brulé's new slick business&politics-cum-fashion&lifestyle magazine

Tyler strikes back against shallowness and stupidity

Claes Britton | Feb 14, 2007 | 1 comments

So now it's launched, legendary Wallpaper founder Tyler Brulé's new slick business&politics-cum-fashion&lifestyle magazine Monocle. It was a fine tribute to Tyler's second home town that the first release was held at Stockholm's Berns pleasure palace last night, the day before the grand release tonight at Claridge's in London. Tokyo and other metropolises will have to wait their turn for a few more days. (Well, the fact that Berns' part owners, H&M heirs' investment company Ekstranda, is also one of Monocle's many financial backers worldwide, may also have been part of the explanation to this priority). The premiere issue is a very full, rich and generous book indeed – more than enough of high quality reading to last an entire transatlantic flight – or even a transpacific. The big scoop is a massive and unique text and picture reportage from inside the world's third larget navy fleet, which, if you didn't know it, is of course the Japanese. But there's so much more in there. As I've written before in this column, Monocle will give Newsweek, Time and many others something to brood long and hard over. In his razor sharp address during the release dinner, Tyler revealed that he has planned Monocle since twelve years back and that it would have been launched long ago, had it not been for sniper's bullit in Afghanistan altering history, with the "detour" with Wallpaper as a consequence. Many know that Tyler is the most influential magazine maker of the past decades. Fewer are familiar with his background as a "serious" journalist and war correspondent, severely scarred in the line of duty. Indeed many may see in Tyler the utter symbol of a slick surface, and there is some truth in that image. A slick surface, however, must never be confused with shallowness. In his speach, Tyler stated as one of the main purposes of Monocle the ambition to provide an alternative to the shallowness, stupidity and vanity verging on dementia which have come to completely dominate, not to say gang rape, our global media. For such a proud motto, we can only take off our hats!

As the man of taste and sound judgement that he is, Tyler of course didn't fail to devote a full page in the premiere issue of Monocle to marketing our very own PA&Co – More than a cookbook. We're most greatful at that!

Comments

2007-04-15 skrev pete edler
not much space for comment here it seems - however: no medium or media, print or otherwise, can be better than the language it communicates in. English, i.e., American English has been subverted, corrupted and distortet to such a degree through propaganda that that ole dog just won't hunt no mo, all you ho's n bitches, get my drift? Pete

Tyler strikes back against shallowness and stupidity

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