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The Classy Issue - Unsung Trendsetter

Words:

Edd Norval
April 29, 2019

Behind every great man is a great woman. What does that mean? More than marital dynamics, it's the idea that nothing great happens in isolation. Fashion, style, art and aesthetics originate from subcultures, usually dictated by social and economic sub-structures. One of these, in our global world, is the internet and on the internet, one place, in particular, has remained ahead of the curve for the best part of a decade.

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The internet is sort of a global home for ideas of all sorts to come together. A lot of the time they clash (we're looking at you Reddit and Twitter) but also these ideas sometimes merge, coalescing into something that's truly global (yet not Globalist) and born of pure creativity from various cultures. We can see the Internet as the home of many cultures. But of the Internet, this infinite space, there are certain places that prove to be more fertile ground than others.


Swedish-founded The Classy Issue is one such place. It was early to document ASAP Rocky, Tyler, the Creator and Frank Ocean, as well as numerous other prevailing trends. It's painful to say, but they caught them before they were deemed as cool. It's an endless scrolling blog that's as much ahead of the curve as it is a centre for creative proliferation. Ideas that weren't well-known suddenly gain a much wider audience when they make the hallowed page of the site.


The 'health goth' look, roughly hewn tattoos and stark interior design all appeared on the website that is as provocative as alluring. Using beautiful women, images of criminals all with a penchant for the carefully crafted and stylish, obscure and traditional, The Classy Issue managed to provide an unorthodox look into the past and how it can come to shape the future. As a result, it's influence has been seen globally, especially in the way it proliferated 'internet culture' and the chic associated with Scandinavian artists and brands.

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Founded in 2010 by Niclas Von Schedvin and Jonathan Marenius, the 'lifestyle blog' has in excess of 30,000 unique visitors per day, and have recently expanded their operations to a fashion brand, drawing inspiration from their vast archive of images from around the internet (and the world).


Beyond fashion and, in general, highly aesthetically pleasing images, The Classy Issue nail internet humour, particularly in the use of memes that capture the zeitgeist effortlessly, tapping into contemporary sentiments using often archaic imagery, creating a sense of cognitive dissonance, only adding to the effect.


These images, as part of their whole package, is a very contemporary website that, now Tumblr has been largely censored, prevails as a beacon of carefully curated thoughts and ideas, a site that when one visits once, it becomes a necessity to get through the day. When they don't post, it's dark.

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Internet subcultures are nothing new, and something that Compulsive Contents will be exploring in an upcoming series, but until then, here's a taster of The Classy Issue. For best effect, click HERE and see for yourself.

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