Yahoo Lifestyle EXCLUSIVE: 10 Men USA to Launch, With Stylist, Creative Director Dan May as Editor
LONDON — In an ever colder climate for print and fashion media, 10 Magazine is forging ahead with worldwide launches, the latest of which is 10 Men USA, which will debut in March 2026 with Dan May, the stylist and creative director, as editor.
The title, which will come out twice a year, is an offshoot of 10 Magazine USA, which launched in 2023 under editor in chief Dora Fung, who believes that U.S. readers are hungry for men’s fashion, and local brands are eager to speak to them.
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Fung described the U.S. men’s fashion market as “one of the most exciting and influential in the world,” with the luxury sector set to grow more than 2.5 percent in the coming years.
“Menswear is evolving fast, blurring the lines between luxury, streetwear and self-expression in a way we’ve never seen before,” Fung said.
She added the new title would stick to 10’s overarching mission of delivering “fashion with grit, and some naughtiness,” and aim to blend high-end style with “culture, intellect and individuality.”
The shift to a stand-alone title was a natural one, Fung said. The current spring 2025 issue has 64 pages dedicated to menswear, “and honestly, I could have included even more. There’s so much talent, and so many incredible stories across the country that deserve to be told.”
May, a stylist and creative director, began his career at 10 Magazine in London, working for its founder and global editor in chief Sophia Neophitou. She’s excited to have him back.
“It’s a full-circle moment. Dan understands the nuances of the brand, and it feels like a homecoming,” she said.
After leaving 10, May freelanced for a variety of titles and later became founding style director of Mr Porter. He later worked for brands including Ralph Lauren, Calvin Klein, Tommy Hilfiger, Dunhill and Hackett.
In 2019 he colaunched resortwear label SMR Days, and served until 2024 as its creative director.
In an interview, May said the images of American fashion by photographers such as Patrick Demarchelier, Richard Avedon and Bruce Weber were an enormous inspiration for him growing up.
“I’m coming to the job from a visual background. Imagery is everything to me, and I really want to respect the tradition of the photographers who have worked there,” said May, adding that he wants the fashion shoots to be “beautiful, challenging and tell a story.”
May said he’s also eager to take up the U.S. job, because “it’s where the big boys of menswear are — and I’m eager to work with them.”
He name-checked his former clients Ralph Lauren, Tommy Hilfiger and Calvin Klein, and said he’s also keen to add more local talent, including Willy Chavarria and Bode, and to promote young brands and designers in the pages.
May is eager to move to the U.S. for other reasons, too. Unlike the U.K., he argued, it’s a country that values age and experience.
“In the U.S., you’re not always searching for the next ‘thing.’ There is a recognition of experience — if you’re good, you’re good. And there is still a generation of talent that has a voice, incredible people who’ve been working in the industry for [decades],” he said.
May added that he plans to draw inspiration from Neophitou, and be inclusive — on so many levels. “We want everyone to feel connected to this magazine,” he said.
There will be some crossover with 10 Men in London, with the titles sharing big stories. Fung said the new title will also be tapping into the creativity of the 10 teams in Germany, Japan and Australia, where the magazines are produced under license.
“The aesthetic will always have the 10 feel, but the USA editorial will have its own voice. America is so vast, we can’t wait to dig into the culture in L.A., Nashville, Miami, Atlanta and so many more great American cities,” Fung said.
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