A new men's magazine, "SWAG HOMMES," has been launched, targeting luxury street fashion. The first issue will go on sale on September 25th.

Inspired by the slang term "SWAG," born from street culture, the magazine's theme is "New Generation, New Luxury," and it will disseminate new luxury fashion and lifestyle ideas, along with high-quality visual design, to a discerning new generation.

The inaugural issue will feature special features such as "THE STREET MEETS MODE," which covers the trendy fashion of the 2015-16 Autumn/Winter season, and "SWAG STREET SNAP GALLERY," a collection of street snaps of real "swag men" from Paris, Milan, and London.

The "FASHION STORY" page introduces the stories of brands that share the magazine's values, and features brands such as GIVENCHY BY RICCARDO TISCI, BALMAIN HOMME, OFF-WHITE C/O VIRGIL ABLOH, and MARCELO BURLON COUNTY OF MILAN.

The magazine has a circulation of 50,000 copies and costs 759 yen. It is released on the 24th of March, May, September, and November.