Rag Trade

Vice Buys i-D Magazine

Seeks to expand its fashion coverage.

Vice, the media company famous for its firm grasp of hipster culture, has purchased i-D, the British fashion magazine. Media Decoder reports that the acquisition will allow Vice to grow its existing fashion coverage – which consists of popular features such as the Dos and Donts List. It sounds like a mutually beneficial acquisition that will help Vice expand its fashion coverage – while simultaneously allowing i-D to grow its multimedia presence. According to a press release from Vice, "the two outlets already share a dedication to street, youth, and DIY culture." Vice, it says, "will draw on its own transformation from a punk zine into a digital powerhouse to build i-D’s online footprint." (i-D’s staff apparently won’t be affected by the acquisition.) “Our readers were fashionable, but weren’t a fashion magazine per se,” Andrew Creighton, Vice’s president, says of Vice. “There’s a huge opportunity there to create a huge and robust platform for fashion and creativity.”