Separate photobooths, separate countries. Rosie; top, and Laura; bottom.
Pedestrian: May we please hear the tale of how you two met?
Laura: We met studying journalism at Sydney University – it was a pretty small course and easy to spot the babe wearing leather on leather. I’m not sure when we officially made the move from acquaintances to friends, but towards the end of our degree it became clear we were besotted with the same things: well-curated, independent magazines pursuing a certain slice of pop culture and the same kinds of writers: considered, passionate, evocative.
What were you respectively doing with yourselves before deciding to launch Brace?
Laura: We were both working as freelance writers – myself with publications such as RUSSH, Dossier Journal and before that, Yen, with the usual extra jobs to support things.
Rosie: I was working with Oyster Magazine, as well as writing freelance and hatching some personal styling projects like Lone Maniac – a blog that I run with close friend Kitty Callaghan.
There’s a lot to be admired about print start-ups in this digital age. What were your biggest apprehensions about starting a print mag?
Laura: It’s always nerve-wracking waiting on the edge of something – but we both believed strongly (along with our Creative Director Matthew Bannister) that we were making something really special. The biggest thing, as an independent publication, was keeping the quality of print extremely high at a time when it feels like an increasingly expensive alternative to online. We were lucky to have Australasian paper merchant BJ Ball partner with us and supply some really beautiful stocks (there are several that alternate throughout Issue 1) and to be able to print in Australia.
Rosie: No apprehensions and no regrets! I am a big believer in the tradition of print. As much as I love devouring online media, the tactile experience of a page-turner simply can’t be matched. I have been collecting magazines like French Vogue, i-D and Pop since forever ago… they occupy a room of their own. I am always on the hunt for rare editions of The Face and I think that now, more than ever, magazines have become true collectibles.
From a business perspective, Rosie, what were the biggest challenges with moving from humble Sydney to the clusterfuck that is New York?
Rosie: New York can be very intimidating, but at the same time incredibly inspiring. I think it has been great for us to have an international base here — it allows us to keep things as fresh and diverse as possible. In terms of challenges, the main thing is just to escape the madness of the city every once in a while… I recently ran away to the desert for a week and spent some time out in Joshua Tree. All of a sudden, anything and everything seems possible!
What do each of you see as setting Brace apart from some other all-encompassing culture print magazines?
Laura: I think it definitely stands out in the Australian market because it looks to genuinely engage with both men and women. It’s not just a women’s fashion magazine that sometimes throws in a shoot with guys, it’s a cultural journal that spans the arts. There’s also a focus on editorial quality. We wanted to shake things up, to create something that was a testament to cultural rebellion. We involve people in unlikely ways – for example, Ulrich Leffner of Cloud Control happens to be a great photographer and Marcus Whale of Collarbones is a compelling music writer and critic, so he interviewed Melbourne electronic artist Major Napier for us.
Rosie: Producing content that appeals to both men and women has always been something that is really important to us. There is also a spirit of youth and experimentation to the magazine, as well as a desire to be on the cusp of things. I still feel inspired when I pick it up and I hope others do too.
Besides Skype parties, what’s your dot point recipe to editing a magazine between different sides of the globe?
Laura:
• Set detailed deadlines and stick to them
• Use spreadsheets incessantly, even if you hate them (I hate them)
• Drink a disgusting amount of coffee
• When coffee fails, use pliers to pry your eyes open
• Don’t quit.
Who else is involved, and how did the team come to be?
Rosie: Things began in a very grassroots, organic way with Laura and I daydreaming about starting a magazine of our own. Then one day we turned dreaming into doing and convinced our incredible Creative Director Matthew Bannister to join the fold. But the Brace family extends well beyond the three of us, to include all of our wonderful international contributors, without whom Issue 1 would never have been possible.
The magazine is beautifully put together. If I have an AIDS-filled syringe pointed at your throat demanding you tell me your favourite part of issue #1, what are you telling me?
Laura: On pain of AIDS… I’d have to say the shoot with Sean Keenan (of Puberty Blues). It came together at the last minute, as the best things usually do. We shot it in Chinatown, changed looks at a supermarket and Sean handpicked his favourite pieces from the Billy Bride collection to wear. It also involved copious amounts of Chinese takeaway.
Rosie: This is such a tough question!! I really love Hannah-Rose Yee’s interview with the beautiful Elise Pioch. Her Maison Balzac candles are divine and so is she. Plus Rachel Kara’s imagery accompanying the article is gorgeous. But another experience so close to my heart was interviewing J. Colby Smith — I was pierced as part of my research for this one, so maybe that factors into it. But he is also just such a lovely person… And a very big name here in New York, so it’s remarkable that he remains so down to earth.
From here, any digital plans?
Rosie: In the coming weeks we will be launching our full digital platform, which I am super excited about. We hope for the online content to complement and extend our printed matter, while still maintaining the original aesthetic and direction of the magazine overall.
Laura: The focus of our digital platform is on quality editorial, strong, original imagery and meaningful collaborations, but in a nuanced format that allows us to engage with people in between our biannual print run. It’s an extension of the magazine.
Any advice for them youths looking to start up start-ups?
Laura: Make sure you have an idea that is good. It sounds simple, but there are enough people out there creating the same average-quality stuff over and over, to the point where it becomes cyclical – less of an adventure in creativity and more of a recycled vanity project.
Don’t worry about what everyone else is doing right now. Find some passion that is yours and spend every waking moment making sure you’re doing it well. Hone your craft. Good things will come when you put the quality of your work first.
Don’t worry about what everyone else is doing right now. Find some passion that is yours and spend every waking moment making sure you’re doing it well. Hone your craft. Good things will come when you put the quality of your work first.
Rosie: Be bold and stay true to your vision.
What imminent things are you most excited about?
Rosie: At the heart of BRACE is a spirit of collaboration. Everyone involved with the magazine is a collaborator more than just a contributor and we have had so much fun building these relationships along the way. Our collaboration with American Apparel is one we are particularly excited about, featuring some original, limited edition Brace-themed t-shirts with a photo by contributor Sean Fennessy. We can’t wait to get our hands on them.
Laura: We’re also landing in US stores very soon. While our contributors in the States have all received their copies, we can’t wait for BRACE to reach American stockists.
