The Epicentre of Cool

Have you ever heard of Vice Magazine?

It’s a phenomenon unto itself. There is no other magazine/online mag that is represents the truth like Vice. At least the truth for young, hip and hard to categorize people. Vice is about going on ridiculous and daring missions. As well as stupid stunts. And just looking blank-faced at the strangest nonsense in our world. It’s about dissecting entrenched ideals and what they really mean. It’s about peeling back hardened armour around sensitive taboos and poking fingers where they don’t belong.

In sum, it is a magazine that speaks to anyone 25-45 who has any kind of desire to live as an individual. It’s about rock and roll.

Vice is a Canadian magazine. It has a circulation of almost a million readers worldwide, but its strongholds are in New York, London, Montreal and Toronto. Nothing in Vancouver so far.

However, tumbling down that rabbit hole it’s not surprising that the hippest of hipzines may one day open an office out west.

If the most interesting, most compelling, most up-to-the-minute magazine for youth culture were to appear in Vancouver, where do you think that would be?

Definitely not downtown. Too square. Too boring.

Commercial is too full of hippies with their own agendas.

Kitsilano has no clue.

Main. Only Main is tapped in enough to understand a worldwide phenomenon of cool.

South Main. Main and Broadway and lower down the slope. That’s where the wild ones are.

If Vice were to open an office here, there is no doubt it would be in SoMa.

Main Street is the coolest. There’s no getting around it. And if you want to live where the pulse is, you need to check out Evan.

Here's a video about the time they snuck into North Korea!