One day, The Loft’s Kristi Kaylor realized that the world was missing a consumer channel that was half magazine, half catalogue. And with that, she launched her own “catazine” and christened it Damez, an outlet for teen girls and celebrities to speak out on issues they care about, folded around a direct mail shopping component. The catazine debuted to 500,000 teen girls, received major media attention, and positive reviews.
We inked a deal with Kristin Davis of Sex and the City for Damez’s premier issue cover, as well as interviews with many stars, including Drew Barrymore. Damez forged deals with such brands as Dickies, Junk Food, and Smashbox Cosmetics on favorable terms, generating a unique revenue content channel that was - dare we say - quite trailblazing.
