DUTCH UNCLE: “A new car, but the same old driver,” Matthias Vriens-McGrath quipped about his new biannual magazine, Tvtor, slated to launch next February alongside an online version and a Tumblr page.

The self-financed venture comes more than 10 years after the creative director and photographer catapulted Dutch to become a touchstone title of the Nineties. Vriens-McGrath, now based in Hollywood, promises the same subversive tone and visual potency with Tvtor, which is to cover fashion, beauty and contemporary art.

This story first appeared in the October 15, 2013 issue of WWD. Subscribe Today.

Indeed, the magazine’s title, the word “tutor” using the Latin alphabet, implies that it “has ambitions to show more than what is currently around,” according to Vriens-McGrath.

“Ever since I left Dutch, I have been contemplating bringing back another magazine,” he told WWD. “After Dutch folded two years after my departure, due to a lack of advertisers, this desire became even stronger.”

Vriens-McGrath said he would “strongly” embrace the digital world and social media with Tvtor. The print version, meanwhile, “will be idiosyncratically erotic, chic, provocative yet sophisticated,” he said.

Photography-driven, the title is to rely mainly on lesser or unknown talents, Vriens-McGrath noted. Initial contributors include art director Andrew Wren of New York firm Out There and editors Richard Buckley, Lauren Taschen and Matt Tyrnauer.

Vriens-McGrath is planning to print about 100,000 copies, with about 65 percent distributed in the U.S., 25 percent in Europe, and the balance in the rest of the world. The cover price is $20, while a single page of advertising goes for $18,000.

Vriens-McGrath, who has done editorial photography for titles including Numéro, The New York Times, i-D and Wallpaper, also worked briefly as an art director for Gucci Group and for Giorgio Armani. He said he would start visiting advertisers this week to show off a sample issue he’s dubbed a “tantalizer.”

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