Sometimes Magazine - Australia

Last Thursday saw the launch of Sometimes- an aesthetically pleasing, non-glossy magazine from the creative minds behind stores, Somedays (Sydney) and Somewhere (Melbourne). Mirroring well that compelling trait of Scandinavian design, this magazine conceptually reaches out to be far more than just another fashion journal. Insightful contributions fill the pages: the result a product that is not only aesthetically pleasing to the eye but engaging also to the mind. Bite-sized but well written interviews with Velour, Tin & Ed, Secret Squirrel, Gram and Dr Denim Jeansmakers have made their way into the premiere issue, (not to mention a contemporary book review and recipe for Mama’s Meatballs!) Reflecting the brand’s personality through interplay of shared experiences and opinions, Sometimes reflects an increasing move towards brands who wish to engage with their audience via a medium that is not confined to web-based social networks. Copies of the magazine can be picked up for free at Someday and Somewhere and various bars, bookstores, galleries, cafes and record stores across Melbourne and Sydney.

by Tilly Pearman