By  on April 1, 1994

NEW YORK -- "All along I was having bets with my dad about who would come out with his magazine first," said David Lauren, the 22-year-old editor and publisher of Swing, a magazine geared to people in their 20s.

Lauren is the son of Ralph Lauren, who has been quietly developing his own magazine -- Lauren -- with Hearst Corp. for three years. But that project has been on the back burner for a while, and it looks as if it might have evaporated.

No such problem with the younger Lauren, whose Swing is set to debut in September. It is being financed by venture capitalists and distributed by Hearst. Ralph Lauren, chairman of Polo, whose products worldwide generate $3.7 billion in retail sales, is not an investor.

"There is no help from my father in any way, then or now," said Lauren, who created this magazine with a group of friends in 1990 while he was a sophomore at Duke University. They put out seven issues that were supported by advertisers such as Tropicana, IBM, Hecht's, AT&T, Benetton, Drakkar Noir and Chaps by Ralph Lauren.

While Lauren didn't seek his father's help, he realized that when it was time to go national, having a Chaps ad would help bring in other fashion advertisers.

"This is a lifestyle magazine for people in their 20s," explained Lauren. "My aim is to inspire people to become involved in politics, business, the environment and sports. There's a very negative look at this generation -- the slackers -- but there are 46 million people between 18 and 29, and I believe they are very intelligent and want to be spoken to intelligently." He said they also represent $125 billion in buying power.

Lauren said one of the aims of Swing -- named for the 18-to-29-year-old generation that represents the "swing" vote for most political and public policy decisions -- is to make politics accessible to people in that age group.

Lauren said his magazine would explain the savings and loan debacle, for example, in terms of how it might affect someone taking out a first loan or getting a mortgage on a house. The magazine will also contain stories on rock bands and issues such as drugs, AIDS and sex.

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