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In an era where selling actual magazines and newspapers has become harder and harder, it pleases me that there is still hope for those not willing to go down the mainstream path. Call it idealism, but I love seeing underground magazines grow and in this case, even expand to the next level. I have always been a fan of Amsterdam based BLEND magazine and I consider it to be one of the most important underground lifestyle magazines in the Netherlands. Finding out that BLEND has chosen to go international without losing their cool Amsterdam feel has me personally beyond excited.
The Modern Minimalist
As opposed to 2010, when we were only able to enjoy 5 issues in the Netherlands, the magazine will be published digitally (iPad) as well as internationally on a quarterly basis in over 40 countries. The new and improved BLEND will be a mix of classic street fashion/art combined with high fashion and contemporary art. For example, the newest edition, called the ‘Modern Minimalist’, contains a 50-page fashion spread about one of my all-time favourite labels, Jil Sander.
Going Digital
I love how the creators don’t consider the digital era we live in as a threat, but as an opportunity to expand their horizons. As Perre van den Brink (editor-in-chief) puts it: “every issue holds a theme that will be discussed in the broadest way, without being too serious or boring. After all, being able to laugh a few times while reading a magazine is as equally important as knowing what the new spring trends will be.”
In addition to an international issue, the website was also changed and now holds more original content. The fist iPad edition will be available for download at the end of March, but you can already get your hands on the new Blend in stores to see why I am so enthusiastic. To make a long story short: it’s only going uphill from here as BLEND will convert from a Dutch magazine with international appeal to an international magazine with evident Dutch roots.
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