On Tuesday Vice Media upped its quest for global domination by purchasing British fashion magazine i-D. So, how do the two compare?
Then: Feral upstart – its first UK cover (in 2002) featured a mirror and a line of cocaine
Now: Brand-partnering mini media empire
Where it’s found: In one of the 16,000 carefully selected “lifestyle venues” around the globe
Investors: WPP (advert giant); Tom Freston (MTV founder); Raine Group (private equity firm)
In a line: Read by people who know better than to ever use the word “hipster”.
Then: Hand-stapled fanzine for those too cool to read Vogue
Now: Glossy tome for those too cool to read Vogue
Where it’s found: Photography studio’s coffee tables; model agency desks
Investors: er, Vice Media (founder Terry Jones and wife Tricia remain shareholders)
In a line: Read by the people who Vice take the piss out of for taking fashion too seriously.