Press releases are frightfully dull. You don’t want to read them. I don’t want to write them. But they’ve got to be done. Especially when there’s a magazine this exceptional at stake.
So here’s the topline: Sir! is a new biannual magazine for men (who want to know) from Elgar Johnson and Circle08 Media, and it’s coming out in-store and online on Thursday 1st May. The creative director is Robin Derrick; the editor is Jimmy McIntosh; and fashion director David Bradshaw.
Issue No.1 has got five sensational covers: the legendary Ray Winstone, the Manchester rap superstar Aitch, British director Nick Love, a whole host of young, exciting comedians – plus the return of the nation’s favourite boyband, Five.
Alongside these profiles sits a raft of in-depth features the likes of which you simply don’t find in your average lads’ mag, from writers including Clive Martin, Dylan Jones, Hattie Collins, Guvna B, Snake Denton, and Kemi-Olivia Alemoru – plus editorial contributions from Sharif Hamza, Corbin Shaw, Michael Mayren, Matt Healy, and Simon Foxton – as well as how-tos, grooming, fashion tips,and tip-top gadget recommendations.
Jimmy McIntosh - Editor
Here are Sir!'s 21 commandments
1) Sir! is a magazine for men.
2) Sir! is honest and not over the top.
3) Sir! is not collectible – although you can collect it if you want.
4) Sir! is not a lad mag per se, although lads will love it.
5) Sir! has a distinctly British sense of humour.
6) Sir! has an opinion.
7) Sir! is generally happy, but like every modern man, loves a moan.
8) Sir! is full of great things to wear.
9) Sir! is your best mate.
10) Sir! will make you better looking.
11) Sir! is down the pub, getting the round in.
12) Sir! loves a pint, but drinks spirits.
13) Sir! loves to dance, even though he can’t dance.
14) Sir! can always tell if you’re lying about having been to The Hacienda.
15) Sir! looks after himself, and loves a spot of spa.
16) Sir! will be in your barbers.
17) Sir! will talk to you about your problems.
18) Sir! loves a dad joke.
19) Sir! loves a nap.
20) Sir! is not for idiots.
21) Sir! is what you’re waiting for.
