It’s 1994 and after an extensive search, Sandor Lubbe finally finds a publisher in Mercurius who is willing to take the chance to publish a unique fashion magazine in The Netherlands – Dutch is born. The angle is to feature exclusive fashion portfolios,and in doing so Dutch connects street fashion with glossy magazines, something never done before. Dutch aims at the Dutch market with articles only in Dutch, but after a few years all articles are written in English for the international fashion market. Dutch is famous around the globe, especially in the world of fashion. 40 editions, a period of nearly 8 years, later the successful magazine can not be matched even though many other publications are trying to copy the concept.