SMUG is a bi-annual fashion and art magazine founded in Oslo, Norway.
Since the launch in november 2009 it has established itself as the leading,
norwegian independent magazine covering art, fashion, and culture.
The basic premise behind SMUG is that, in a time where websites and blogs are delivering
news minute by minute, the role of the printed medias must be re-evalueted. SMUG offers
a different take on contemporary fashion and culture by eschewing the product and news
orientated journalism that has dominated mainstream magazines for the last couple of decades.
Instead of focusing on the passing trends of popular culture, SMUG wants to present the
faces, names and thoughts behind these trends. Artists, designers, writers and musicians are
given space to talk about their work and vision, and instead of merely reporting from exhibitions
and happenings, SMUG aims to be the event in itself by presenting original, artistic content in
raw, uncut form. In the belief that a present-day magazine should be an object you desire for
and will want to hold on to for years, SMUG also pays special attention to the physical presentation
of the magazine; the paper and print quality is considered a part of the message.
In addition to interviews with contemporary icons like Steve Reich, Pete Doherty,
James Chance, Renzo Rosso, Tavi, Andrew Richardson, Rad Hourani, Matthew Ames, Sølve Sundsbø
and Bjarne Melgaard, the first four issues have seen contributions from a wide range of norwegian
and international renowned artists and writers, including Terry Richardson, David Lynch,
Robert Hamada, Luke Gilford, Matthew Kristall, Banks Violette, Mads Teglers, Nate Lowman,
Gardar Eide Einarsson, Warren Neidich, Javier Peres, and Massimo Leardini.
SMUG is currently being distributed in select spots in Norway, Denmark and Sweden.
SMUG#5 will hit the shelves november 2011, and there are plans for
an internationally distributed sixth issue spring 2012.