Hostem's Sebastian Magazine
Established retailers have been extending their brand reach through editorial outlets for some time (see our report: Magtailing), but independent east London menswear boutique Hostem is proving that small retailers can also get in on the publishing act with its newly launched mag, Sebastian.
A bi-annual magazine, Sebastian is full of content that reflects Hostem’s brand identity. The launch issue includes diverse features and interviews with both niche and mainstream notables, from American gallery owner Maureen Paley, to British celebrity Katie Price.
According to the Hostem team, each issue will take on a different name in order to express a particular character. Sebastian, for example, is described (rather noncommittally) as “considered, creative, curious and intelligent”.