Vice, born in 1994 as an underground magazine in Montreal – financed by a government subsidy – and run by three friends who started their own company because no one else would hire them, is expanding into fashion coverage by buying the British style publication i-D magazine.
“Our readers were fashionable, but we weren’t a fashion magazine per se,” said Andrew Creighton, the president of Vice, referring to the company’s flagship magazine. “There’s a huge opportunity there to create a huge and robust platform for fashion and creativity.”
Creighton, who worked for i-D in the lates 90′s, claimed to have known the brand well because he handled the magazine’s advertising. He said stated that the magazine’s co-founders Terry and Tricia Jones would remain minority partners.
Good news for staff of i-D, Creighton said Vice would keep i-D’s nearly two dozen London-based staff members and is only interested in adding to the staff. “The key for [Vice] is to find brand and content companies that we really respect, but haven’t really transitioned into the digital marketplace,” Creighton explained.