BWOB Is Going Paper...And They're Celebrating At Soho House This Sunday

April 24, 2014 BY CAPSULE


A few months ago, we interviewed Industry Hustler and general all around cool girl, Sarah Kim on her rapidly growing online publication, By Way Of Brooklyn. BWOB is nearing their 2nd anniversary and are excited to share with us that they are making a huge leap off the pages of the interweb onto hard paper. But before that can happen, they are fundraising to make their tangible dreams come true.

This Sunday, April 27th, BWOB is kicking off an Indiegogo campaign with a day party and market event from 1-5 at the Soho House. We chatted with Sarah about the changes coming her way and what the trajectory of starting her own business has been like.

And P.S. all our readers can gain acess to this invite-only party by RSVPing to and mentioning they read about it on We Are The Market. Read about the party and Sarah's thoughts on print below.


Talk a bit about the transition you guys are making into print. What makes going ‘paper’ so exciting and special?

It's all about paper. My Creative Director Evan Gubernick said something along the lines of, "nothing on the Internet is hard to get." It's true.

It's about putting something together that lives off of your iWhatever you own. And while making a quick photo book portfolio or book is cool, putting together stories, including people you think are so talented then printing it is this whole process that's crazy to consider. And that's way before anything even hits the paper. So holding that paper in your hands is weighty. Literally. Figuratively.

Tell us a bit about what we can expect to find in the first issue! Favorite pieces? Contributors?

I can't wait for it to be out of my brain and off of my desktop. Just can't wait to put people on that I've been hoarding because I wanted to be the first to showcase them in this special way. I get like that.

There is a shoot with a friend Rod Hunt who has a site called Uniform Journal. Ja Tecson shot that while I was out in Venice. Abbot Kinney? So Brooklynesque no?

I found this illustrator I adore in Paris, Cece Martin, who illustrated some moments in her favorite cafes around her city. Wrote about coffee culture in Paris in english and in french.

- What kind of fun can we expect from the market?

Cold press juice, coffee, Heineken, cat toys, shoes, clothes, hip hop inspired food/art, plants, patches, post cards. With a lot of the purchases going to help print the first issue. The brands involved are some people you've seen at capsule or probably someone you follow on Instagram. Either way, you should know about them and their businesses. Plus my favorite DJs: DJ SOSUPERSAM, DJ Kitty Cash and DJ AyeJames.

- We interviewed you as an industry hustler a while back, from a business standpoint, how has growing your own company been for you. What have been the downfalls and perks?

Yoooo. It's been amazingly hard and tremendously humbling. You have to be a cheerleader and try and get other people to get it (or worse invest in it. Whether that's in time, money or understanding), without imposing it on them, but without being too humble, but without acting like your business is the be all end all. You have to learn how to be a salesperson, ask for things, do PR, plan events, I mean the list goes on. The challenge is finding the balance.

The perk is meeting people who understand your vision and working with them. Finding a Creative Director who understands you and has no ego, only experience and very high standards. It's finding an intern who you can take to places without worrying they're going to be awkward and being able to trust them and have fan girl moments over feature girls who let us interview them. Finding a store or brand that wants to make something with you. Connecting people who read interviews you've written and hearing them say they made the move because at that moment, at that time, that's what they needed to hear to do what they had been wanting to do.

The perk has been seeing growth. And that is what this magazine, printed issue is, it's growth.

- What more is in the works for BWOB?

Let's say, we're going to see how this issue goes. We've had some tremendous retailers say they'd love to carry it and even that has been beyond what I could've anticipated.

We want to make more issues, naturally, and we want to do more cities, we want to do more collaborations with more people.