Men's Fashion Freedom

ARENA aims at the new alpha male, tagged 'a Black Collar Worker' - someone who is sleek and smart; a trend-leader, jet-setter and high-flyer.

Besides its classy design and visuals, the magazine also hopes to win readers with its wit and ironic style.

From celebrity interviews to cars, gadgets, fashion and grooming, ARENA Singapore will be bringing all this and more to the readers here.

To a question of what makes ARENA different from the other men's magazines on the newsstands, Michael Chiang, Editorial Director of MediaCorp Publishing, says: "It has a certain history and therefore a certain pedigree that comes with the title, in terms of the kinds of names it's introduced."

"Whether it's discovering architects, musicians or designers, it's always been known to break new faces, and I hope we bring that kind of spirit to Singapore and introduce the ground-breakers on the scene," he says.

Chris Mooney, International Editorial Director of Emap UK, says: "The ARENA man would probably see themselves at the cutting edge of culture, whereas other men's magazines would see themselves as more mainstream."

While not all Singaporean men have a reputation for stylishness, the magazine's Singapore Editor hopes for it to be part of a changing trend.

Lionel Seah, Editor of ARENA Singapore, says: "(Singaporean men) are more well-travelled and well-read because of the media and the metrosexual phenomenon. I think men these days are a lot more interested in grooming, in generally wanting to look better."

ARENA hopes to have a Singapore readership of up to 30,000 with at least half of its content drawn from local sources. - CNA/so

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