But who
am I?

–The world

Monocle, the brainchild of Tyler Brule launched to much fanfare. With smart design, local correspondents, a focus on global affairs and global style, it promised to be a mix of Wallpaper* style, Economist affairs, and National Geographic storytelling.

The first issue was uneven, occasionally brilliant, and often infuriating. The article about the Japanese Self-Defence Force provided an inner look into one of the largest and most well-funded militaries in the world. Another article about Japan, this time about Miura golf clubs, also seemed interesting, but left me wanting more details about the craft.

The following issues settled down into a sort of an unstable equilibrium of mediocrity – flashes of brilliance tempered with shallow, vacuous commentary. Yet, overall the trend was downwards^1*( perhaps Tyler is spending a bit too much time in front of the mirror, as pretension quickly grew into hubris? ).

Issue 06 ranged from designing a so-called “perfect nation” to trying to re-brand the USA, which basically meant changing the name of the nation and adopting European sensibilities regarding foreign policies. Miss Scher, a graphic designer who wrote the article, gives us a facile reinvention of geopolitics that goes beyond naivety to the pathetic. The remainder of the articles were the typical lazy, newswire style reporting that infests most other news sources.

I almost canceled my subscription right there, and I still may, as the bad taste just seems to linger. I could handle the pretentious aspirations, the obsession of all things Japanese^2*( United Arrows is basically the bland, super-expensive Banana Republic of Japan, Tyler, why the hard-on? ), the relentless materialism and lack of environmental advocacy, even the spotty reporting (the gems were well worth it), but the galling arrogance of Issue 06 was obscene.

Tyler, why have global correspondents if you don’t know how to use them?

Issue 07 is slowly^3*( and I really mean slowly! ) meandering its way to my mailbox. Can Monocle step off of its imaginary Gucci pedestal and start reporting the news?