Jocks and Nerds magazine is a quarterly published publication for men from London and covers a range of topics, in particular cinema, music, sport, photography and books, as well as thought-provoking commentary features. The common thread is fashion, or more specifically ‘style’, and how it both influences and is influenced by these subjects. Jocks and Nerds represents an archetype of a modern man. This man is industrious, creative, passionate, independent, sensitive, thoughtful, heroic and a guardian of virtuous behaviour. This man, is portrayed repeatedly within the magazine itself.