Industry Veterans Join Team as Publication Targets Men’s Lifestyle Market
Elgar Johnson, founder of Circle08 Media and editor-in-chief of CircleZeroEight, is set to launch a new men’s lifestyle publication, Sir! Magazine, in February 2025. This new biannual title will coincide with international fashion weeks and aims to bridge the gap in men’s print media. Johnson has assembled an experienced team, including Robin Derrick as Creative Director, David Bradshaw as Fashion Director, and Jimmy McIntosh as Editor. The magazine will cover style, culture, grooming, travel, technology, fitness, and more.
With over a decade of experience at Karla Otto and a background in luxury PR, Johnson sees Sir! as more than just another title. “This feels like the right time for Sir!,” Johnson said. “It’s an idea I’ve had for a while, inspired by magazines I loved growing up. I feel fortunate to be launching this with Robin and David, who have both shaped the world of publishing.”
Sir! will not be restricted to London-based readers, as Johnson aims to connect with those beyond major cities. “Sir! is for men who want to read something interesting with a sense of humor—and look good,” he added. The title is targeted at a wider audience, something that Johnson feels is important due to his own upbringing in northern England.
Creative Director Robin Derrick, who has held similar roles at British Vogue, The Face, and Arena, echoed Johnson’s sentiment, saying, “I’m excited to launch Sir!. Men today deserve a publication that speaks to all facets of their lives—from culture and fashion to personal growth.”
Fashion Director David Bradshaw, who helped launch GQ Style and served as creative director at Arena, emphasized the magazine’s role in promoting self-expression in men’s fashion. “Menswear is as dynamic as ever, and I’m excited to be part of Sir!, guiding readers through it all,” he said.
McIntosh, who has contributed to CircleZeroEight, The Face, and The Financial Times, will lead as editor. “I think I took under a second to say ‘yes’ when Elgar approached me,” McIntosh said. “It’s a super exciting project: the chance to create something compelling and relatable.”
The magazine’s commercial activities will be overseen by Circle08 Media’s Chief Marketing Officer, Gary Armstrong, formerly of GQ Style. Armstrong expressed enthusiasm for the brand’s expansion: “Adding Sir! to the Circle08 Media portfolio is an exciting new stage of development. We’re covering a fortified range of sectors and speaking directly to readers about topics they’re inspired by.”
Though Sir! shares a name with a prominent men’s magazine from the 1950s, Johnson’s version is unrelated to its predecessor. The team aims to create a publication that reflects modern men’s interests and offers a platform for creative voices. Johnson hopes to eventually increase the magazine’s frequency beyond its biannual schedule, reflecting his broader ambitions for the title.
This launch comes as indie publications continue to rise amid declines in mainstream magazine circulation. Sir! follows other notable releases like Beyond Noise and Boy.Brother.Friend, underscoring the growing demand for niche publications in the men’s lifestyle market.