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Hemal Sheth Is Keeping Print Alive

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? 

 

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.

 

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