WAS THERE A CERTAIN MOMENT OR EVENT THAT WAS THE CATALYST FOR YOU TO START SHREDDER?
I was genuinely so gutted when Dirt magazine ended in print, I still remember hearing it was going to stop and I just straight up refused to believe it. I find it hard to put into words just how much the magazine shaped me growing up, from pointing me in the right direction of how to dress with their ‘Style Monger’ section to, unknowingly at the time, shaping my taste in graphic design with Chris Noble’s early David Carson inspired page layouts. I think the magazine stayed true to its beliefs until the end, however issues 1-32 really were the golden years for me.
I took the inspiration I gained through reading Dirt and realized there was a massive gap in the market, but I also wanted to make my own mark on mountain biking by making something unique that featured articles and people I hadn’t seen getting exposure elsewhere. I decided to heavily feature art and design within mountain biking as I think it’s an important part of the culture and one that’s often overlooked.
I thought about how every bike on the market has a different typeface on the frame, all t-shirt illustrations are created by artists, every track was built by a trail builder… I wanted to find out about the people who were behind creating all of this who were not necessarily getting the props they deserved for it.
WHAT IS SHREDDER ABOUT?
Shredder is all about good times riding bikes. It doesn’t matter if you’re 10 or 50 years old, if you ride 26” or 29” or whether you’re a downhiller or enduro rider. Shredder is made for people who have a passion for riding and want to learn about the individualists doing something different within our sport.
The Shredder branding is heavily based around a Lo-Fi aesthetic with plenty of VHS static and VCR text. A lot of these designs are a play on the outdated media formats of yesteryear, which is a category that print has fallen into in recent years. The videos I make always have a throwback feel to them and I try to experiment with old mini DV and Super 8mm cameras whenever I can.
WHO DO YOU MAKE SHREDDER ‘ZINES FOR?
As selfish as it sounds, I mostly make them for myself. I’m trying to make something that I’m happy with on a personal level, although when I get a message or e-mail from someone saying they really enjoyed the ‘zine it makes it all worth while for me.
IN A TIME WHEN PEOPLE SAY PRINT IS DEAD, WHAT DROVE YOU TO UNDERTAKE A NEW PRINT PUBLICATION RATHER THAN JUST MAKE A WEBSITE WHERE YOU COULD SHARE THE SAME STORIES?
I’m just a bit of a stickler for physical things really. Some people don’t get it, but whenever I buy music it has to be a CD or Vinyl. I love holding something in my hands rather than looking into a screen; the feeling of nice paper stock and the smell of print just doesn’t compare to staring into a monitor. Plus there’s the collector side of me that just loves to have a full set of something.
When I first started making videos to upload online I felt like I was putting a lot of hard work in, but it also felt very disposable by how quickly it moved through the news feeds on websites. I think at the time that also made me want to make something that had a longer life span. I’m not totally against online media though, I think things like race coverage, product reviews and team announcements need to be covered online as it’s important information that needs to travel quickly.
Growing up in a time where you would find out who was World Champion a month after the race took place really did suck. With that in mind, I wanted to focus on writing articles that would last the test of time. Articles that a rider could read five years later and still enjoy it for the passion and the opinions made.