Phillip Wong Photography

Gear Magazine

          Gear Magazine was a publication that emerged when Maxim and FHM made their way over from Britain and their explosive success revealed latent markets in America.

    Gear was different, but couldn’t brand itself differently. Gear was started by Bob Guccione, Jr. who had launched Spin Magazine earlier, and who’s father had brought Penthouse to America from Britain.

     Edgy, offbeat, but serious about a new crop of artists, actors, musicians, emerging and defining a new culture, Gear recognized my informal, direct and honest approach matched their perspective with my photographs of Angelina Jolie and Charlize Theron, and brought me onboard. They asked me to pitch personalities and story proposals.

        As I saw how they developed layouts, graphics and content, I quickly saw the potential in his vision.
But they couldn’t keep up the financing, marketing, or production necessary to continue competing with Maxim, FHM, GQ or Esquire at the same time, technology was changing digital publishing.