Creating a unisex fashion magazine with a main focus on slow fashion, demands courage and a strong belief in what you are doing. Luckily – Martin Mitchell, editor-in-chief of Less Magazine, contains both of these characteristics. He is also a calm and humle young man, with a big smile. He’s dedicated and most passionated about the essens of Less Magazine; slow fashion. Learn more about slow fashion, Martin and Less Magazine here…

Who is Less Magazine created for?
Less Magazine is created for those who are tired of flicking through magazines that advertise rather than inspire. We are also for those who, like us, believe that clothing and fashion should be about more than just the next trend. Most importantly, we are for those who believe in fewer but better products whose life span exceeds that of high street impulse purchases.

We have created Less for young designers and creative minds such as photographers, stylists, and makeup artists, who seek a platform where to communicate restriction free. Also as a serious platform for them to get exposure for their unedited talent and to take them seriously as talents with responsible slow fashion agendas.

Why did you choose to create a fashion magazine?
We created Less Magazine, not as a fashion magazine, but as a magazine dedicated to the wide variety of topics related to clothing and dressing. We felt the industry needed someone who could communicate the new slow fashion movement that was barely emerging at the time. We imagined ourselves showcasing mindful clothing that was still aesthetically pleasing. We believed there was a need for that and that we could potentially provide this.

Describe the main reader of Less Magazine.
The main reader of Less Magazine is predominately people with knowledge in the fields of slow and sustainable fashion who appreciates the lengthy articles, the nerdy interviews, and our conceptual editorials.

They might work within the creative fields and may have an interest in handicraft because that is one of our main topics. The main reader will most likely not be shopping high street, but instead, support younger brands with more personality.

What are your magazines strongest qualities?
Our strongest quality is our ability to mix aesthetics and academics. I also think our ability to make slow fashion/sustainability both current and sexy is a strength of ours.

Which movie/series character would read Less Magazine?
I am not much into idolisation, but I think Ben (the father) from Captain Fantastic is really cool.

If your magazine was a watch, which brand and model would it be and why?
I don’t know anything about watches, but one that is timeless and of great quality.

If you hadn’t started Less Magazine, what would you do instead?
I would work with environmental issues or do some other creative work related to the aesthetic field.

Which other magazines do you read and seek inspirations from?
I am a huge fan of Vestoj Magazine because they offer an academic take on fashion and aesthetics – similar to what we do. I would also like to mention Scenario Magazine because they deal critically and convincingly with futuristic concepts. My final pick is a tie between Encens Magazine because of their stunning retrospective visuals and Stylezeitgeist Magazine because they represent the aesthetic I grew up with.

How does your profession affect your way of dressing?
I am constantly surrounded and bombarded with clothes that I in one way or the other have to consider. I think about clothes and dressing a lot, but mainly wear the same three to four outfits. I am studying so I don’t have a huge budget to buy clothes so when I do make a purchase it is something I have thoroughly thought about. My clothes mirror the main characteristic of Less; good handicraft that lasts.

If you could pick any man in the whole world, who would you like to represent your magazine?
I don’t know because I don’t really have an idol in that sense. But he needs to be well-articulated, humble, critical and quality conscious. Actually, Less Magazine is more about representing a movement and therefore multiple people, both male and female – they are the ones who represent our magazine. It’s difficult to pin down just one example, but I am proud of everyone that works here and who contributes and I’m proud to let them represent us.

How do you drink your coffee?
As black as possible.

Your signature drink/cocktail?
I am a pretty simple guy, so I would say a beer. Preferable one that is organic from a small brewery, but I enjoy most beer. Well crafted, of course.

How do you eat your steak?
I don’t really eat steak. I am not a vegan or vegetarian, but I don’t enjoy eating meat and I would much rather have a salad.