LOGO

GQ is self-acclaimed ‘The World’s Leading Men’s Magazine’. But it’s much more than a magazine. It’s a global brand. And a brand CLUB at that.

Not only is it The World’s Leading Men’s Magazine; this brand has built itself to Lead The World’s Men. Well, a certain type of man.

Starting off in 1930’s America as a magazine for wholesale buyers and retail sellers, the original ‘Apparel Arts’ turned ‘Gentlemen’s Quarterly’ evolved to become the magazine of the metrosexual, the new man…

A brand so broad that it touches all parts of this type of man’s life and lifestyle – fashion, design, politics, cars and gadgets, food and drink, arts and culture, travel… and women, but in a far-more-sophisticated-than-‘Nuts Mag’ kind of way.

Of course, GQ is not the height of culture, but equally it’s not for the shallow man. This brand represents the man of reasonable style and sophistication, or at least the man who possesses an interest in them.

A brand that presents a blurry blend of content: inspiration v desire, aspiration v envy. It’s the product itself, its content and the desirability and aesthetic of that content that appeals – the information and insight, tips and tactics to become the late 20s / early 30s connoisseur of fashion, food, films, wine, whiskey, books and bars.

But it’s not just the content; it’s the full package – the consumers’ association with GQ.

GQ readers are not just men – they’re GQ-reading man. And a slap in the face of the prevalent jock-type lad-culture in the UK at that. And the glossy multimedia iPad edition allows consumers an even greater immersion in the brand of GQ, the brand of the GQ man.

The GQ brand is a club… and a magazine subscription really does mean joining up.