Inspired by American counter culture pioneer Stewart Brand’s Whole Earth Catalog and early Japanese style publications like Men’s Club, Yoshihisa Kinameri, Jirō _MOBILEBR_ Ishikawa and Yasuhiko Kobayashi created the Made in USA Catalog - a monumental tomb of American style published by Heibon (Heibon Punch, Ski Life and more). That catalog influenced many directions of fusion Japanese/American style and the publications that would later result. Looking to take the same catalog concept further and with a more blended _BREAK_approach, the same trio mixed Japan’s nascent style culture, the “Heavy Duty” look of West Coast outdoorswear and East Coast Ivy into creating Popeye Magazine. Debuted in 1976 as the “Magazine for City Boys,” it focused initially on California lifestyle with burgeoning sports like skateboarding and surfing being highlighted. Popeye’s “eye on pop” approach has since become a global coffee table centerpiece for people who talk clothes. After 40+ years, the themes have become a wide-ranging, glossy-paged guidebook to the ever-evolving lifestyle trends in the increasingly interconnected style world.

Brutus Magazine - #970