Ecommerce site SurfStitch has launched a quarterly print publication called the Post.
In a joint venture with publisher Stab, which SurfStitch previously owned, Post will cover fashion, surf, travel, culture, lifestyle, and apparel.
The first issue rolls out today, with an initial circulation of 200,000, and includes brands such Patagonia and Vans.
The paper will also include hover-to-shop functionality for a seamless shopping experience.
“Print may seem like an unusual choice of medium for SurfStitch as one of Australia’s biggest online retailers, but therein lies the point,” says SurfStitch managing director Jevon Le Roux.
“Post complements the rapid delivery offered by our mega digital footprint, with a tangible face and longevity for deeper commentary.”
SurfStitch is seeking to reach a wider audience with its first foray into digital, with the first 40-page summer edition running until January.
“The Post’s physical format offers a premium format to connect with our audience, integrating long-form narrative, strong visuals and typography,” says general manager for brand and ecommerce Dane Patterson.
“It's been fun to produce a piece of print content which can live on someone’s coffee table however we also wanted to ensure the link to our digital platform was seamless. This is enabled by the use of hover-to-shop functionality, linking customers straight to the curated product featured on the paper in front of them.”
Along with Post, SurfStitch also revealed a new brand campaign, The Common Thread Between Us, created by creative agency Verb Syndicate.
The work, displayed across digital and out of home, showcases real people in SurfStitch products, curated and shot by them.
“Common Thread Between Us aims to challenge the tried and tested formula of campaigns, their themes and how they’re shot,” says Verb Syndicate’s Colin Blake.
“SurfStitch is for the everyman and everywoman, it’s inclusive and we want people to feel that - no matter their lifestyle or background - we’ve got them catered for.”
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