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Thom Bettridge, EIC of I-D and creator of CONTENT on Substack, Photo Credit: Ilya Lipkin Photo Credit: Ilya Lipkin When i-D launched in 1980, it wasn’t a magazine, it was a movement. A fanzine that over time turned into an era-defining cultural force, born from London’s street style and creative rebellion. Forty-five years later, the publication that once defined print cool is channeling that same DIY spirit into a new kind of independence and voice: Substack. Earlier this month, i-D unveiled its first-ever Substack collaboration — i-D Zine — a limited-run print publication and digital series curated by Bettridge and titled Confessional (i-D is part of Karlie Kloss’ Bedford Media). Confessional features essays from ten Substack writers and creators, each tasked with writing a “confession” they’d never shared publicly before. The result felt raw, unfiltered, and alive, much like the early issues of i-D itself. For Editor-in-Chief and Chief Brand Officer Thom Bettridge, the partnership isn’t just a platform play. It’s a statement about where culture is headed, and where creators, editors and brands should be looking next. “When we look at the current landscape of publishing, we came to the realization that if i-D were founded today, it would probably be a Substack," says Bettridge. "That’s where some of the most fascinating independent voices are coming from today.” MORE FOR YOU What makes i-D Zine so resonant? How it blurs the line between digital and print. Each story (equal parts diary entry and cultural essay) captures the intimacy of a Substack post but with the physical urgency of newsprint. “With the zine, we wanted to tap into the culture that already exists on Substack and turn it up to the max,” Bettridge explains. “One of our favorite things about Substack is this very diaristic, first-person tone that even the most popular newsletters have. So we wanted to dial that up by asking ten of our favorite creators to write a ‘confession’ for us about something they’ve never written about publicly before. Photo Credit: Courtesy of I-D x Substack Photo Credit: Courtesy of I-D x Substack It’s a smart creative decision. At a time when audiences crave authenticity over polish, i-D is reclaiming what media does best — reflecting real human experience — and doing so on a platform like Substack, which values connection over algorithmic reach. For Bettridge, Substack represents something bigger than newsletters. It’s a return to independent publishing’s original DNA, a space where ideas spread through intimacy and as a creative playground, not virality. After years of watching content become synonymous with clicks and conversions, he sees creators and audiences craving something deeper: meaning. “After more than a decade living on the ‘viral,’ mass version of the internet, people are really looking for community and meaning,” he says. “They want to watch and read things that speak to their specific interests and values. Not vague, shallow things designed to appeal to hundreds of millions.” It’s why i-D’s move feels both nostalgic and progressive. Nostalgic, because it brings publishing back to its grassroots essence. Progressive, because it recognizes that the future of media isn’t about scaling wider — it’s about going deeper. Bettridge’s view on “content” isn’t just for editors: it’s a masterclass for founders, marketers, and anyone trying to build relevance in a noisy world. Before joining i-D, Bettridge served as Editor-in-Chief at SSENSE, where he helped shape the brand’s voice into one of fashion’s most innovative media hybrids: a platform that blurred commerce and culture and earned multiple Webby Awards for editorial excellence. That experience cemented his belief that great content is not about volume, but about vision. He’s also the author of his own Substack, CONTENT, a resource for students and creators designed to unpack how content actually works. “Content is the dominant mode in which both marketing and publishing are operating today, but there’s actually very little theory about it that a newcomer to the topic can learn from. That’s why I’ve made subscriptions available free of charge to students – I want others to be able to skip that decade of learning on the job.” In one of his recent posts, Bettridge wrote something that stopped me mid-scroll: “Compelling content can make a brand relevant, but it won’t save it.” “Sometimes eyeballs are the objective, but it’s also very common for brands to see that awareness spike, and falsely think they’re gaining tons of new customers," he explains. Watching something and buying something are very different actions.” That shift, from chasing clicks to building loyalty, is what separates hype from longevity. Ultimately, i-D’s Substack zine is a reminder that great publishing doesn’t rely on scale: it thrives on sincerity. “It’s essential for all publishers — legacy or otherwise — to operate with an independent mindset,” Bettridge says. “We live in a culture where people demand immediacy and authenticity. That’s why some of the most compelling creators today are individuals, not brands.” With i-D’s zine, that DIY spirit — the same one that defined 1980s London — is alive again, only this time it’s reaching inboxes instead of newsstands. Because whether you’re a writer, founder, or brand builder, the message is the same: in a world of content, the only thing that cuts through is truth. It’s a new era of storytelling, after all. The i-D x Substack collaboration isn’t just a publishing experiment, it’s a mirror held up to where storytelling is headed. We’re entering an era where media feels personal and DIY again — where voice matters more than volume. Where intimacy, curiosity, and conviction replace the old metrics of reach and clicks. Because whether you’re building a brand, a zine, or a business — the playbook is the same: lead with your truth, nurture your audience, and let your story unfold in real time. Or as Bettridge puts it, “You have to think about retention, not attention. Otherwise, you’re just making noise.” Editorial StandardsReprints & Permissions
