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“It’s just like in retail [where] people are saying stores are dead,” said Ethan Song, co-founder of menswear startup Frank & Oak. “[Stores] used to be the main thing, and they’re not anymore. But they’re still very impactful.”

Frank & Oak, which is headquartered in Montreal, is pouring resources into the supposedly antiquated medium of magazines. The three-year-old firm has a team of 10 people who exclusively create content for its biannual magazine, Oak Street, which launched last year.

“We looked high and low, but couldn’t find a magazine that covered all the things we’re passionate about,” wrote Song in the inaugural Oak Street issue. “We are building a community of artists and entrepreneurs with a desire to make a small dent in the world.”

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