Fast-growing Brooklyn media powerhouse Vice is pushing into fashion, acquiring iconic Brit style mag i-D to create an international fashion web channel and expand i-D’s traditional print and online auds.
The deal marries a leading digital youth brand with an influential fashion pub and is a rare acquisition for Vice, which prefers to grow internally. The two outlets said in a statement Tuesday they “already share a dedication to street, youth, and DIY culture.” Vice said it “will draw on its own transformation from a punk-zine into a digital powerhouse to build i-D’s online footprint.”
Terry Jones, who founded i-D in 1980, and his wife Tricia will remain partners and shareholders in the magazine and continue as “creative visionaries.” Its editorial and sales staff will join the Vice team.
Vice which owns a network of video-driven platforms for music, technology, sports, news, and travel, will use the acquisition to launch into digital fashion content. Thes new video-driven channel would explore “everything from high-end couture to the myriad of underground fashion scenes all over the world,” it said.
“Vice is so excited to work with the guys at i-D magazine, one of the only fashion publications in the world we actually respect. We know digital, i-D knows style, and together we’re going to give the world the gift of eye-catching, mind-blowing video-driven fashion content,” said Vice prexy Andrew Creighton.