Making Incu Magazine
Print has always been part of Incu’s story. Our first zines – Incu Editions – explored the brands, people and partners that shaped the early days of our community. For our 20th anniversary, we launched our first print magazine, a celebration of the stories that helped define who we are today. Since then, we've spotted those issues in homes, cafés, hotel rooms – a quiet reminder of the community we've built.
As Spring rolled in, we wanted to explore the season through a fresh lens. So, we teamed up with some of our closest collaborators – including photographer Philip Huynh and writer, editor, and former Incu team member Alice Jeffery – to bring this issue to life. With the help of our wider community, we’ve created something that reflects the way we live.
Take a look behind the scenes as we put it all together.
Incu Magazine will be available at Incu stores from Thursday 16 October.


We often talk about wanting to work on the projects and create the things that we look back on fondly. Amongst the busy work of shoots, content trends, and product launches – print is something you keep, hold on to, and treasure. Placed on a bookcase, or a coffee table. Something you can touch, and smell. It’s not just for now, it’s forever.
We set out to create something for all of us to look back on – a piece of work that continues to live on after the season has passed, and a reflection on how we live.
LUKE DAVIE, Creative Director



As someone who believes in print media, I was very excited to be asked to come on board as an editor of this year’s Incu magazine. Out of all the stories that stretched across the globe I was most excited about Lemaire’s croissant bag travelling from Tokyo to Kyoto and finding along the way the holy grail of Japanese fruits a square watermelon. You cannot find something more Japanese than that!
PHILLIP HUYNH, Contributing Editor
I sent my first zine to print almost exactly 10 years ago – it was at a time when people loved to say “print is dead” and digital meant everything. But I’ve always held onto the belief that physical things matter and nothing beats the feeling of turning fresh pages, hot off the press. I think now, almost more than ever, people are craving analogue. And seeing a brand like Incu value print media, bringing something tangible and collectable to their audience, is an editor’s dream come true. Yes, Incu Magazine is about really good fashion. But it's also about living a really good life. The stories focus on style, wellness, food – and most importantly, really interesting humans.
ALICE JEFFERY, Contributing Editor
Working alongside talented creatives and experiencing their craft was endlessly inspiring. Being part of this project meant helping to piece together content from all over the world, including Copenhagen, Seoul, Tokyo, Kyoto, New York, Sydney, and Melbourne – getting a glimpse into the diverse lifestyles and ways our collaborators interpreted the question of this year’s issue of “what makes a good life,” in their corner of the world. It was a very special privilege to play a small part in this project.
AMANDA FUNG, Art Director and Designer
Print magazines were a huge part of how I explored culture growing up. I have such vivid memories of being 15, sitting in the rooftop car park at my local Westfield on a lunch break from my retail job, completely absorbed in the latest issues of RUSSH and Oyster. I kept every single one from those years. From then on, I’ve used print magazines as a signifier of milestones in my life – a copy of The Face from the month I moved to London, Harper’s BAZAAR US purchased in JFK Airport from my first visit to the States, Vogue Australia for the month I moved back in Sydney in the midst of the pandemic, the previous Incu Magazine given to me on my very first day at Incu. Working on my first print magazine felt like a teenage dream come true. And calling it my day job? Even better.
ELLYCE HORAN, Marketing Manager









Creative Director LUKE DAVIE
Contributing Editors ALICE JEFFERY, ELLYCE HORAN, PHILLIP HUNYH
Art Director & Designer AMANDA FUNG
Sub Editor VICTORIA PEARSON
Calligraphy SUYEON PARK
Printing SPECIAL T PRINT
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