Tank is the cutting edge magazine from the U.K. sponsored by Levi’s that tries not to be “cool” but aspires to be “different.” Each issue is a creative reinvention and has regular contributions from fashion designers such as Karl Lagerfeld, Sir Paul Smith and Christian Lacroix.

The advertising included is very carefully scrutinized and only the “best of the best” is chosen for inclusion. There is never a celebrity selected for the cover and none of the “usual” articles or features or photo essays can be found.

Since its inception, this hip journal has become the proto-type for all kinds of lifestyle magazines that have debuted since. Part intellectual journal, part fashion magazine, part artwork, each issue is dedicated to an abstract concept reflecting subtle cultural trends and is a “style statement” in and of itself.