London’s b store has long been a mecca for contemporary design. A haunt for the stylish, their eponymous publication – launched in September 2009 – embraces the wider b store ethos: passion in design, integrity in individuality and a nod to sartorial affairs. Created by the label’s creative director, Jason Hughes, editor, Dal Chodha, and art director, Christopher Colville-Walker, b Magazine is defiantly proud of its British roots and cares more about style than it does about fashion.

Why do you need another magazine on your bookshelf? In the tricky world of magazine publishing, b Magazine is an antidote to the oversaturation of information on the market, which has led to a dilution of intelligent and informed journalism. b Magazine challenges the way we consume, interspersing inspired wisdom with intuitive photography within the traditional format of a fashion and lifestyle title.

b Magazine represents the b store brand’s extended family, whose members are not willing to negotiate shelves stacked with glossies selling nothing more than symbols of wealth and celebrity. b Magazine sells ideas; it sells information. Editorially driven, b looks at creatives from a unique angle: concerned with what they are reading, rather than what they are wearing; worried more about familiarity than fantasy.

b Magazine is published by Colville-Walker Ltd for b store and retails for £5.00 in key independent bookshops, b store 21 Kingly Street, London, and online at bstorelondon.com