TORONTO – Toronto based Men’s luxury lifestyle magazine SWAGGER® is garnering unexpected brand exposure from the US State Department’s use of the hashtag #Swagger. Since taking office in April, Secretary of State Mike Pompeo has repeatedly said he wants to restore “Swagger” to the State Department. Pompeo has even started to use the hashtag #Swagger to promote State Department initiatives around the world. In a front-page article in the Wall Street Journal on Monday August 27th, it was even suggested that Mike Pompeo and U.S State Department misappropriated the #Swagger without asking. Unbeknownst to Pompeo and his team this activity has unwittingly brought a flood of attention to the magazine and its social media community.
“We saw a spike in keyword searches for #Swagger and wondered why,” says editor-in-chief Steven Branco. “When we learnt it was the State Department behind the hashtag we were intrigued. Our values and presence which are important to a man’s success are the same for a country’s foreign policy.”
Toronto based SWAGGER®, a digital-first men’s luxury lifestyle publication, has been using the #Swagger hashtag for nearly a decade. Appealing to men ages 20-45, the popular publication chose the name when it launched in 2007. The publication aims to be the go-to resource for the ambitious, successful and influential gentlemen across North America.
SWAGGER® Magazine, owned and operated by SWAGGER Publications Inc., is North America’s Premier digital-first Modern Men’s Luxury Lifestyle Publication. Headquartered in Toronto, with extended editorial and creative teams in New York City, LA, Miami, Vancouver, London and Paris. The rising go-to resource for the ambitious, successful and influential gentlemen of today. Within our pages we decipher “Style, Class and Luxury,” the essential underpinning elements of how SWAGGER® is defined. Our reader demographic is ambitious North American modern men ages 20-40. They aspire for greatness in every aspect of their life and decimate goals that they set for themselves. They are today’s aspiring top 40-under-40, and future titans of their industries – if not already. SWAGGER® strives to empower men to confidently pursue a life of sophistication, adventure and purpose. Our content speaks intimately to their way of life, their goals, and aspirations. In our feature stories, #KingsofSwagger, we celebrate men who make it look easy, by showing the hard work behind their greatest achievements. At SWAGGER®, we curate the clothes, foods, drinks, gear, technology, women, cars, style, health, destinations, travel and life tips that reflect a luxury lifestyle. We tell stories that champion the risk-takers, the visionaries and the iconoclasts — and inspire others to follow in their footsteps. SWAGGER®isn’t just a way to dress. It’s confidence, and a way of Life.
Founded in 2007 by Drew Williams, a successful creative director and marketing executive, with a passion for all things men’s lifestyle. Backed by angel investors, Isaac Skariah, a technology executive for a leading Canadian retailer, and Jason Tryfon, a successful tech startup entrepreneur. Later joined by their then appointed editor-in-chief, Steven Brancoin 2016.