I just picked up the first full production issue of Antenna, a new quarterly men’s style magazine. I think what caught my attention is that, in a vague way, it reminds of Monocle. One thing both magazines do have in common is that they are more reference guides than disposable tabloids. Both are interesting, fun to look at, creative, and most importantly – worth spending money on.
Where Monocle is a densely packed international wrap-up covering everything from geopolitics to where to find great socks, Antenna is more targeted on the emerging elements of style. It’s actually a little easier to say what Antenna is not: it’s not a catalog, it’s not a celebrity filled vanity mag, and it’s not what’s-hot-right-now-shill. Here is how they describe themselves:
“Antenna is the first mainstream magazine to target individuals who are on a constant quest for the newest and coolest products on the horizon. And it does so without using celebrities, models, concept shoots, service stories and whatever else we deem superfluous to our mission: to become a guidebook, allowing readers to navigate the most extensive collection of products ever compiled in a single publication, while championing the people who create, sell and collect them—all in one comprehensive, artful, elegant and innovative format. Featuring everything from dress shirts and cellphones to jeans and graphic T’s, Antenna is considered to be a non-disposable magazine in a disposable world. And you cannot ask for more than that.”
Organized alphabetically, it is filled with products ranging from Bluetooth phones to $3,000 Bell & Ross watches. Selling stuff isn’t the point here; style, design, and intrinsic value is. While there is a definite urban, even skater feel to their product choices, what’s captivating is how everything is presented without hype or attitude. No fashion vanity here, the products are the stars. This issue has a sneaker theme, not something I normally reach for; but you know,I found it fascinating.
From the preview issue
The functionally indexed quality of Antenna is offset with several in-depth interviews of designers and influencers who actually have something interesting to talk about, like Jeff Ng, founder of Staple Design.
If they can keep it fresh, irreverent, and informative for the holiday issue, I’ll make space on my book shelf for future volumes. Priced at $7.95, it’s not really an impulse buy, but I don’t think they want to be. Setting up a mail subscription will drop your cost to $4.00 per issue (Summer, Spring, Fall, Holiday). For more content and subscription information, check out the website.