Hemal Sheth Is Keeping Print Alive

September 15, 2024

For the month of September, office partnered with Alpha Industries to highlight eight icons in New York culture. Each of our September cover stars has shaped the next frontier across fashion, arts, music, and beyond.

From stylists and photographers to cover stars and writers, nearly every New Yorker who has so much as dipped a toe into the magazine industry has paid a visit to Iconic Magazines to find a copy of their work. Our third September cover star is Hemal Sheth, the man whose dedication lies behind the beloved store. Sheth’s passion for the art form of the print magazine and his commitment to a constantly evolving and robust catalog have cemented his business as part of the beating heart of one of fashion’s global metropolitan centers. One of the final remaining mainstays of Manhattan print magazine sales, Iconic Magazines stocks countless publications in its stores, from household names to inaugural issues — stocking print issues of office from its first issue in 2014 til its final issue earlier this year.

Hemal Sheth’s passion for the magazine business was cultivated by his father, who bought him magazines to pore over as a child. After immigrating to New York in the early ‘90s with plans to pursue a graduate degree, he found himself integrating a greater selection of magazines into his uncle’s convenience store where he worked, until one day they had become part of the store’s signature. Three decades later, Sheth has expanded his ownership with multiple Iconic locations in addition to this year’s purchase of Casa Magazines, another beloved downtown magazine store.

Interview Brook Aster
Photography Adam Powell
Styling Dylan Andrews
Talent Hemal Sheth wearing Alpha Industries MA-1 Heritage Bomber
Creative Direction Mitchell Connell
Videography JP Blair
Grooming Cassandra Lee
Photo Assistant Brian Karlsson
Video Assistant Ian Wishart
Creative Producer Liv Solomon
Production Assistant Sophie Collongette
Location Iconic Magazines SoHo
Design Direction/Art Direction W—E Studio, Claudine Eriksson and Piera Wolf
Graphic Design W—E Studio, Hannah Nathans
Special Thanks to Joe & The Juice

How did you start running Iconic Magazines?

In 1993, as soon as I came over [to New York] from India, my uncle had a store, and I started working with him. That location was on the Lafayette and Spring Street corner. I took over this location [on Mulberry] in 1995. That's where my journey started. I built [another location] in 2011, and that location was closed in 2014, so I moved [back] here on Mulberry again that year.

Could you tell us about some of your favorite magazines?

I usually like arts, fashion, and design. There are plenty of those. Architectural Digest and Cabana are some of my favorites. British Vogue is good. I like i-D magazine, but I'm out of that, and waiting for the next issue. Dazed is a nice magazine too. Purple, that's like a coffee table book. Same thing with Self Service. The Gentlewoman, that’s a good magazine for fashion. Also Homme Girls — it's been about five, six years that it's been on the market. I like Apartamento — great for home design. Of course, office magazine is one of my favorites. I’ve been [distributing] office for over ten years now. One-of-a-kind magazine.

LEFT: HEMAL wears MA-1 HERITAGE BOMBER JACKET by ALPHA INDUSTRIES, HOODIE by ICONIC MAGAZINES, PANTS and SHOES are TALENT’s OWN

RIGHT: HEMAL wears MA-1 HERITAGE BOMBER JACKET by ALPHA INDUSTRIES, SHIRT by ICONIC MAGAZINES, PANTS are TALENT’s OWN

How did you develop a passion for magazines? Where did that passion come from?

From my childhood, I loved reading, always — I believe since I was about 7 or 8 years old. Unfortunately, I don't have that much time now, but I used to read a lot. When I took over my first business, there were not that many magazines [in the store], and I started getting more magazines and customers liked it, and I started liking it.

What would you be doing if you weren’t running these stores?

If I was not involved in the business from the beginning [after arriving in America], my goal was to do the masters in software engineering. Once I was involved with the magazines, I loved doing those things, so I never looked back from there.

Do you have any rituals?

It's basically the same routine 99% of the time. I’m an early bird. I wake up around 4:30 or 4:45 in the morning. I do my prayer. After I finish my prayer, I start my work.

What are your favorite places in New York?

Definitely Iconic Magazines. That's my favorite space. Also SoHo and the West Village, I like to be there. All the fashion designers, good people, nice crowd. All the unique stores are there, and it's inspiring.

I like people to have fun, to come and have a great experience shopping. I wanted to create this atmosphere and space for the people, so customers can come and enjoy a great selection of magazines. That was my goal, and I am still working towards that, to have one of the best magazine stores in the country.

Do you remember the first magazine you ever read?

At the time I was back in India, so I don't remember which one it was, to tell you the truth. But my dad used to buy them a lot for me, and that’s how I got into it.

What is the rarest magazine you've ever stocked in the store?

Frank Ocean, he had his first book, Boys Don’t Cry. That's a one-of-a-kind magazine, the rarest magazine that we’ve had in the store. He did his magazine launch in our store, in Iconic. Only one [issue] came out.

What do you hope for the legacy of Iconic Magazines to be?

Culture

All Day I Dream About Sport Premiere

February 19, 2025

This past weekend, in the heart of Atlanta, folks braved the rain to gather in a small auditorium at the High Museum of Art. As the lights dimmed, a thunderous boom shook everyone to attention, locking their eyes on the screen of ADIDAS's premiere of All Day I Dream About Sport, a Pharrell Williams' film directed by Gabriel Moses.

Grammy Award-winning artist Pharrell Williams and acclaimed photographer-filmmaker Gabriel Moses—two creative forces whom office had the privilege of introducing to each other years ago—are no strangers to defying convention. Both pioneers in their respective fields, their collaboration forms an unstoppable duo, seamlessly blending music, fashion, and visual storytelling into something absolutely extraordinary.

Text By Rea Brayshaw
Photographer Yvette Glasco

For the entire 20 minutes and 21 seconds of the film, not a single person dared to blink, powerlessly spellbound by the artistry of Moses and Williams. The film masterfully intertwined sport, culture, life, and death, exploring the journey of life, from the boundless dreams of childhood to the tightening grip of society as we age, and ultimately, the inevitably of death, crafting a narrative that was both visceral and poetic. Shot entirely in Dakar, Senegal, with a local cast and an unscripted approach, featuring stunning visuals and three original songs by Pharrell.

The film deftly uses the movement of sport—running, martial arts, swimming, horseback riding—as allegory for life and connection, a testament to the human spirit. Defying simple description, All Day I Dream About Sport is not so much a film as it is an evocative tribute to the human form and the intricate web of existence, both raw and profound.

“I don't know where I would be without the different platforms that I've been able to operate in, artistically” Pharrell Williams said on the discussion panel following the film, “they're all means of expression, they're all different centers of opportunity for you to express yourself. Whether it's music or fashion or content, it continues to go on and on and on. But the idea that we get to express ourselves is amazing...

The concept that you could put machinery behind your ideas, your desires and your ways of expressing yourself, and generate a living is the greatest gift ever

(PUSHA T pictured right)

He continued, “When kids ask me for advice, the first thing I try to tell them is 'I know your parents are telling you one thing, but it would be nice if you could try to find a vocation connected to something that you love so much that you would do for free.' Because if so, you'd never work a day in life, and if it's a vocation that could service other people... then you have a universal job.”

Watch All Day I Dream About Sport online via Le Cinema Club or on Adidas's Website

Culture

Wahter x Bonesoda Party at Silencio Caps Off PFW Mens

For those who partake, Men’s Paris Fashion Week is generally perceived as less stressful, more casual and oftentimes more fun than Women’s. With sneaker and tech-wear brands ruling over much of the collaborations and their accompanying launch activations surrounding and supporting many of the runways, those in the industry may happily forgo their less forgiving garments for those more appropriate to sustaining such a demanding calendar—especially through Paris’s ceaseless freezing-rain.

That being said, it still requires an impressive mental and physical endurance to fully maintain one’s wellbeing for the duration of the schedule. At hearing that the global agency Wahter Studio was teaming up with Bonesoda for a party to cap off the week—and at our late Mr. David Lynch’s Silencio no less—the Office team was ready to throw in what was left of our sanity and celebrate one last evening of fashion, and well-groomed, attractive men.

Backstage during the event we caught up with Freddie W, one of Wahter’s founders and Creative Director to chat about the celebratory night, when the agency’s team met at Silencio after being denied entry and building a multi-city creative community.

Paige Silveria

Wahter’s a team of four right? How’d you all meet?

Freddie W

Yeah, it’s myself and I’m from New York, but based in Paris; our Director of Graphic Design, Romain David, who’s from Paris; and Prosper (Lead Cultural Researcher) and Bruno (Image Director) who are both from London. We all met in 2019 during Men’s Fashion Week—after getting rejected from Silencio.

No way.

We were just walking around when we noticed Bruno and Prosper sitting outside. We were like, “Y’all didn’t get in either?” So, in a way, this feels like a full-circle moment for us.

Haha yeah I bet. So what is Wahter?

It’s a studio that was founded with the idea of creating a fluid, borderless space for cultural storytelling. We come from different backgrounds—fashion, design, fine arts, and research—but share a common vision: to shape cultural moments that feel organic yet intentional, without pretension. Our approach is deeply rooted in community, authenticity and creative exchange. Every event is a family affair.

I love that. Tell us about tonight. Such a good lineup.

Every artist we booked is someone we admire, not just musically but for the energy they bring. Mowa is someone who embodies both fashion and community in a way that’s disruptive. HiTech is family now, super infectious, and raw in a way that can’t be replicated. Broodoo Ramses is a dear friend of ours, we can’t do a party without him. He has this unique ability to command a room and get everyone moving, same with Dylan who we love so much.

Yeah Dylan’s our girl.

Bamo Yende is always pushing new sounds that excite us, and Zillions is just unearthly in terms of energy and technical skills. It wasn’t about booking names—it was about curating a moment.

That’s definitely coming across tonight. And a party with Bonesoda is always a great time.

We’ve been tapped in with Bonesoda for a while. We played a DJ set from them back in 2023 and have been in sync ever since, but have been attending their events since forever. We really consider them a heritage brand in this little community of ours. They’re a movement in their own right. It made sense for us to come together cause we share the ability to bring people together, especially at the intersection of nightlife and fashion. It just felt so natural because we both prioritize creating spaces that feel real and unfiltered. It wasn’t a partnership for the sake of it; it was about building something meaningful together.

Why Paris?

Paris is where so many cultural currents intersect. There’s an undeniable energy, especially during Fashion Week, that makes it the perfect place to bring different creative worlds together. There’s so much happening here right now; it's a really important moment. But we’re not tied to one city. Everywhere feels like home—Berlin, London, Tokyo, and even cities like Dakar and Lagos are on our radar. We’re interested in places where culture is shifting in real-time. We believe in creative globalization.

Yes invite me to the African events! What are some of your other favorite projects?

We hold all of our projects incredibly close to heart—whether it’s for our close friends at Air Afrique for Bottega, Versace, introducing Axel Arigato to New York or our first DIY exhibition in Carroll Gardens at At Peace Gallery. Every time a project comes to life, it feels surreal—seeing people come together and the energy that unfolds. I think the common thread across all our projects is the lasting connections people have that continue years later. Our event tonight with Bonesoda carries this same feeling. It really tested how far we could push the balance between music, fashion and cultural energy. It isn’t just about throwing a party; it was really about capturing a feeling, something electric. Our work with emerging artists and brands has been defining for us—building from scratch, experimenting and learning along the way. A lot of our projects challenge our instincts and force us to rethink what’s possible.

How do you like Men’s Fashion Week? I feel like it’s the much more relaxed counterpart to Women’s. The parties can be more easy-going.

Both schedules have such unique energies, Men’s is organized chaos and Women’s has a certain freedom to it. People are less concerned with spectacle and more focused on the culture surrounding the shows. But both are really exciting in their own way.

Do you have anything coming up that we should be excited about?

Definitely—without giving too much away, we’re working on something for Women’s Fashion Week that will have its own distinct energy! A different pace, and a new set of collaborators, but the same kind of experiences we love to create—raw, immersive, and unexpected.

Culture

Making an Impact: Joey Bada$$

January 16, 2025

The past few months have been big for Joey Bada$$. Between music, acting, fatherhood and recently being announced as the Artist-In-Residence for NYU’s Clive Davis Institute of Recorded Music, the Brooklyn native has still continued his long tradition of supporting community, social impact, and philanthropy. Having been a mentor for Unlock Her Potential, a program founded by author and friend Sophia Chang that provides free mentorship for women of color, Joey knew he wanted to create ImpactMENtorship, a similar program for men of color who could benefit from the wisdom and experience of industry experts.

Launched at just 28 years old, Joey founded the program to create opportunities for all men of color across the country, providing guidance at every stage of life and career to help them ascend to the top levels of business. Setting the stage for mentees to come together and build meaningful connections across diverse industries, including music, fashion, culinary arts, sports, and activism, the program also addresses systemic challenges typically faced by men of color, such as high unemployment rates and underrepresentation in leadership roles. Amongst some of this year’s mentors are Denzel Curry, Ev Bravado, Cordae, Ghetto Gastro’s Jon Gray, Will Welch, and Kidsuper’s Colm Dillane.

To celebrate the program’s second year, we joined some of the mentors, mentees, and other special guests for dinner, after which we caught up with Joey to hear more about how he is leveraging his 12 years in the industry to uplift the next generation and beyond.

By Dylan Andrews
Photos by Spencer Stovell

Joey, how was your holiday?

Good, man. Happy New Year to you as well.

Happy New Year. And congratulations on everything you're doing with the program. I think it's so good to see people giving back.

Word up. Thank you, man. I appreciate that.

I feel like even from the start, in the early days, you guys were putting out positivity, spirituality, political awareness, but I also feel like we see so many people get to a point similar to where you are and kind of lose sight of where they came from. How do you keep your humility amongst everything you have going on?

Man, I got to give a lot of credit to the village around me, to the council, you know what I'm saying? They keep me grounded. They keep me in that state of mind where I'm able to be reminded of who I am every day, so I got to attribute a lot of that to them. But also, just my heart. These things aren't forced. These are just matters at the heart, things that I feel like are right and that should be done. I'm not doing this because I think everybody should do it. I'm doing it just because I think that I have the opportunity and that I should. That's it.

Do you feel a responsibility to give back?

I won't call it a responsibility, but I do feel an inclination. I don't think it's my responsibility to do for anyone. I don't think any one of us necessarily has a responsibility to people outside of our families. However, I do think that if you are in a position where you can help and you have the bandwidth, then you should absolutely do that. But yeah, I obviously would love to see more artists do it, but I don't think that we're necessarily obligated.

At the dinner, Cordae mentioned the importance of prioritizing community over competition. What does community mean to you, and do you also see importance in competition as well?

Yeah, I think both are important, and I think we could even have competition in the community, you know, healthy competition. I think competition is healthy because it challenges us, and as men especially, we're motivated by challenge. That fuels our growth a lot. But as far as community, I mean, community is just really a matter of having that tribe of like-minded individuals that you connect with. Because that's the other way that you grow, is by being in the presence of others who have similar intentions, similar motivations, desires, beliefs, dreams. You know what I'm saying? And it's very important to be in an ecosystem that could feed you internally.

These things aren't forced. These are just matters at the heart, things that I feel like are right and that should be done.

I feel like you're kind of separating yourself from being seen as just an entertainer. Is that something you intentionally want to do, pull away from just being someone that's on TV and making music?

I don't think I necessarily set my intention for that. I think I'm just more acting upon impulse of things that I think I should do or things that I think that are right. I don't think I really looked at it as like, Hey, I want to separate myself from just being an entertainer. I think it is more so, I have this ability, I have this platform, I'm in this unique position where I'm able to do X, Y, Z, and just having the willpower and the bandwidth to actually carry it out.

How has fatherhood changed your mindset when it comes to providing opportunities such as the mentorship program?

Fatherhood has matured me greatly. Fatherhood has done wonders for me, man. It's awesome. It also gives you a lot of structure to your life. Like, who knows where I'd be if it wasn't for fatherhood? I mean, I damn sure don't think I'd be in New York. I think I would've definitely left or whatever. But it has definitely given me a lot of structure and it has forced me to find a particular balance in my life that I wasn't privy to before it. Even when the pandemic hit, that was the first time in my adult life that I just sat in one space for six months and I was able to really just put things in perspective. Because when you on the move and when you on the go, you miss a lot of shit. You know what I'm saying? You miss a lot of details, and I think fatherhood has given me that anchor where I'm able to be grounded on a weekly basis. For a moment where I'm able to slow down and really put things into perspective, but also to be a leader and a role model. Because it's one thing in the eyes of the world, but it's another thing when it comes to your kids.

There's such a wide range of mentors in the program from so many different disciplines and crafts. Knowing that you did acting in school and then having succeeded in music, you're back acting, I wanted to ask what the approach is with mentees in terms of either encouraging them to take one route or explore different avenues?

Well... that's a good question, and that's one of the main reasons why we don't have a ceiling for age in our program. You could literally be 75 and apply for ImpactMENtorship, and the reason why that was important to me is because people change professions, right, or sometimes people work for a long time in one direction, but maybe they were always feeling like an internal pull, a magnetic pull to a different direction, or maybe in 10 years they just feel inspired to go another way. So we definitely wanted to provide the opportunity for those type of people. Because there’s a beauty in being a baby at something, and a lot of the time we need that confidence, just like with a baby, right? Mom and daddy are encouraging the baby to take those steps. It's like, he starts crawling and then he stands up and it's like there's all this excitement, but he might get discouraged without it. You know what I'm saying? And you need those people around you who's cheering you on, like, “Nah, you could do it. Keep going.” And that's pretty much what ImpactMENtorship is.

In what ways do you see the program growing and evolving and possibly even changing over time?

Man, my vision is in 10, 15, 20, 30 years from now, to be able to look back and to see leaders of tomorrow, pioneers of the future, to have been direct descendants out of this program. To see somebody on the New York Knicks like, ‘Oh, he was an Impact.’ Or to see somebody on the hottest TV show or to see somebody opening up the hottest restaurant. That's really the mission, just creating pathways for more people who look like us. It's like, once we make it over the fence, I think it's extremely important for us to find ways to pull more people up.