Interview with founders Kyra (right) and Fiona (left) of New Zealand-based magazine Threaded.
What is Threaded Magazine? How did it start and how has it evolved since its inception?
Kyra started Threaded while studying Graphic Design in 2004 after noticing a distinct lack of magazines offering exposure for emerging creative and Fiona was a tutor that took an interest in the project in 2005 coming onboard in Ed.2. Over the years our core objective has shifted from being a platform focused on showcasing student work, to a vehicle that profiles emerging artists/designers alongside industry-based practitioners.
You’re based in New Zealand. Do you try to infuse the magazine with some local culture, or is it more international by design?
Although we are heavily inspired and influenced by international typographers, designers, artists and publications like IdN, Dumbo Feather, Wallpaper*, Eye Magazine, Grafik, King Brown, Monsters Children to name a few. Threaded initially focused on offering insights into NZ practitioners but since going international with Ed.XI, we profile NZ-based studio/ creatives alongside international artists/ designers. But the nature of collaboration within each issue is where the real cross- cultural fusion resides and although we are based in Auckland the magazine is multi faceted by design.
Many of the studios, designers and artists you feature in Threaded design their own layouts, bringing a collaborative aspect to the magazine. Do you give them any creative direction to go off of, or are they encouraged to explore their own individual design?
For Threaded to survive, collaboration is key! We are a very small studio and working with other like-minded practitioners enables us to produce a well-designed publication that showcases great work. We are always trying to improve our collaborative process and sure we supply profile guideline’s and set a thematic for each issue but this is mainly for our editorial approach. Our collaborators get to lead and present themselves as they want to be seen and our challenge is to produce a successful compilation publication.
How do you go about finding artists to collaborate with? Are there any people that you’d like to work with but haven’t had the chance yet?
All of our profiles are commissioned, [by that we mean invited] and every now and then we are declined but we are persistent! We still want Eduardo Reciffe to follow through on his promise and we have only just stopped stalking Kelli Anderson – maybe we should start stalking her again…
Issue eleven was the first issue to be sold internationally. Where do you hope to see Threaded in a couple of years?
As a viable quarterly international publication, offering limited edition hardcopies and significant on-line presence and audience. Did we mention authentic, interesting and worthwhile…
What are five things that the Threaded studio couldn’t survive without?
Being surrounded by people that are cleverer than us and our families waiting in the wings… worrying about Kyra’s workaholic-issues and paying our taxes.
No2. Personal Memorabilia
Objects and places that tell stories from the past, like Kyra’s dad’s bone carvings and drawings, (he died when she was 8).
Ceramics, Art, Prints, Magazines, Books, Shoes and Wine… if you only you could collect Artisan bread, basically we admire all things well crafted.
No4. Sideline Projects
Kyra did a painting/etching for Christchurch’s earthquake appeal last year, she really is a closet dabbler producing illustrations, soft- toys, lampshades, making wallets and small gifts for friends and family.
Yes it sounds lame but we are always plugged in, did you know that iPhones are the latest baby pacifier –well its working for Fiona’s one year old daughter. Maybe we need to practice ‘unplugging’ both the kid and ourselves sometimes….
What can you tell us about Threaded Magazine that we don’t already know? Any secrets or gossip you’d like to share?
• We are terrible at selling ads – so we are quitting and developing a partnership model with a few key organizations
• We are growing a digital arm – watch this space we expect Threaded to be available from the iTunes store and on Newsstand in the VERY near future… until this is released officially you are able to purchase digital versions of Threaded via Zinio’s Newstand here.
• We will never stop printing the limited edition physical issues – and these are the true gems.
• We do not pay companies to be profiled, and we do not pay ourselves. We do it ‘for the love of it’ and hope that love survives the test of time and maybe one day can pay our mortgage and rent…
Huge thanks to Kyra and Fiona for taking the time to do this interview. Thank you!