If you
really sat down and tried, you could turn a lot of pages in the span of 30
days. While we provide you with about 120 of those pages every month, it turns
out
VICE isn't the only
magazine in the world. This series,
Ink Spots, is a helpful guide to which of those zines,
pamphlets, and publications you should be reading when you're not reading ours.
There aren't many people these days committed to making
350-page glossy independent magazines—you know, the kind that give you arm-ache
when you lift them. But Danish powerhouse team Simon Rasmussen, Zenia Jaeger,
and Jesper Lund are an exception to the publishing world's aversion to those
expensive, profit-losing passion projects of yesteryear. Their
biannual
Office magazine is about to drop a
fifth issue with a line up featuring Harmony Korine on the cover, a shoot with
the insanely beautiful musician Maxine Ashley, and interviews with designer and Kanye-collaborator Virgil
Abloh, the musician Peaches, and artist Jason P. Grisell.
Office magazine is about arts and culture, sure, but with its profile pieces and "in conversation" features, it feels more like a beautiful collection of chic New Yorkers' lives at best, and a smart
exploration of individuality and creativity at worst. Not bad for a small
team of people with other jobs on the side, especially when you consider that
the mag is stocked in 20 countries around the world.
We caught up with Simon, Zenia, and Jesper to find out more
about how
Office came into being, what some of the toughest moments have been for the publication, and what to expect from the team's latest issue.
Photo by Steph Mitchell
VICE: So first up, how do you
guys know each other?
Simon Rasmussen: We're all from Denmark, but live and work in NYC.
Zenia Jaeger: I was buying my drugs from Simon back in the early 2000s.
Simon:
Yeah, Zenia and I were raving together in Copenhagen since we were in our early 20s, and then we
met Jesper after moving to NYC through mutual friends here.
What are your "day jobs"?
Jesper Lund: Besides working on Office, I do creative direction and photography, Zenia works as a makeup artist, and
Simon does styling and consultancy.
Where was the idea for Office born?
Jesper: On
a hot August afternoon in 2014, Simon sent me an email about an idea he had for
a magazine—Zenia and him had been discussing it for a while. We all met up
the next day for a walk and talk in Central Park and we were generally feeling
uninspired with most of the fashion magazines in New York and decided wanted to start
our own publication.
What was the editorial
directive? Besides featuring the fashion, music, and culture you were into,
what would make the cut?
Jesper: Anything
with integrity, wit, irreverence, and honesty.
Simon: We are always looking for a point of view. The
content—whether written or visual—has to have an opinion.
Zenia: Yeah, I think it needs
to get reaction. It doesn't matter whether you like it or not, just as long as
you can't help having an opinion about it... That's
Office.
One cover from the first issue of 'Office'
Were
there ever any qualms over name? How did you come to it?
Zenia:
Not really, once we had it pinned down that that was it. We like how dry it is and
like the many title options that can start with office.... Office Slut, Out Of
Office, Office Trash. We have an
Office people Q&A section where
all the portraits are shot in people's offices.
What did issue one look like?
Jesper:
From the beginning, we decided to do three covers per issue: a male, a female, and an alternative, whether that be art, set design, or still life. Issue one's covers
featured Wiz Khalifa, Camille Rowe, and an empty office space in the outskirts
of Paris. In terms of design, it was important for me that the magazine didn't
feel too art directed. Some of our editorials are visually very overwhelming
and I didn't want the design elements to compete with the images.
How do you approach someone like Wiz Khalifa
or Camille Rowe and get them on board for a mag that doesn't exist yet?
Simon: We have been
working with Camille Rowe's model agency for a long time, and they know us
individually, so there weren't any trust issues. I guess they also understand
that sometimes you have to take risks, which also goes for the people behind Wiz
Khalifa. We all had many years of experience in the business before starting up
the magazine, and I don't think it would have been possible without our
pre-existing network.
And what about the Harmony Korine conversation with James Franco in the latest issue—how did that come up?
Jesper: I have always been a huge fan of Harmony, so we hit his
agent up. We knew that he had been spending more and more time in Miami after
Spring Breakers and were curious about what he was up to. Initially, we
wanted James to interview someone else for the issue, but that didn't work out
so we thought it would be interesting to have the two of them talk. They cover
a wide range of issue from the difficulties with Harmony's latest movie
The Trap and his fascination with Florida,
to the process of filmmaking, violence in movies, and Gucci Mane.
Photo by Steph Mitchell
Issue five also has an insanely beautiful photo
story on strippers in Atlanta. Simon, you styled it—where did the idea come
from, how was the experience, and who was the photographer?
Simon: Since I was a kid growing
up in Denmark, I've been intrigued by American culture from Hollywood to hip-hop music to fashion and food. When I moved here, I wanted to explore that
more. I found that strip clubs are a big thing here, and that strippers are not
looked down upon as they are in Denmark. In the US, they have power, they have
money, and they provide for their families. I wanted to see it with my own eyes
and meet some of them. We did some research, and Caitlan, from our
Office team, got through to Katrina, a
manager at Magic City. We flew down to Atlanta, stayed for a couple of
nights, and shot around ten different dancers in their home court. They were
being themselves, fooling around naked.
The idea was to shoot them in their element,
but style them with some high-end designer clothes, something that didn't seem
too far from something they would want to wear. The Magic City dancers did
their own make up, styled their own hair, and came up with ideas for styling. It
was a super fun shoot—probably one of my best work experiences ever. Not only were the Magic City dancers the sweetest and
most fun girls you'll ever meet, but they could also pull some tricks out of the
hat, like giving you a head-stand lap dance while doing a split. (I'm still in love
with the dancer White Russian.) I shot the story with a
very cool female photographer named
Steff
Mitchell
. She's used some of the images in a recent
photo exhibition and we are working on turning the whole project into a book.
That sounds like a definite
high point. What have your biggest lows?
Simon: That
it takes time, effort, persistency, a lot of emails, a lot of
rejections, broken relationships (Jesper lost his girlfriend), divorces (I was
divorced after issue two), couples therapy (Zenia is trying), maxed out credit
cards...
Zenia: There
have been a lot of tough moments. When our last printer refused to print a
beautiful image of a blowjob, I was really sad, surprised, and naively never
thought that it was going to be a problem.
Jesper:
And it often happens that we have to cut pages or editorials that either
don't fit, or, for some reason, don't live up to our expectations. This is
really tough and something I will never get used to.
Harmony Korine. Photo by Steph Mitchell
From your own personal experience, what would your advice be to
someone who wants to have their name on a masthead?
Jesper:
Start your own magazine
Simon:
Please don't, honestly.
Zenia:
Come intern for us—we are always looking:
info@officemagazine.net
And finally, what does the
future (near and distant) hold for
office?
Simon:
We recently launched our
web shop, and in the beginning of November we are opening a coffee shop and newsstand at Canal Street
Market
. We are also planning on
doing a sports supplement for issue six, focusing on the intersections among sport, design, and fashion.
Jesper:
We are also expanding our web presence and starting to do daily content later
this fall... stay tuned.
Office
magazine is stocked here.
Follow Amelia on Twitter.