In October last year, when Wallpaper* founder Tyler Brûlé launched his new magazine Monocle (the first issue of which ‘hit the streets’ today), he had a specific demographic in mind – himself, and people like him.

Based in London, with small editorial setups in Zurich, New York and Tokyo, Monocle is printed on luxurious stock, features high-brow journalism and intelligent feature pieces, is exquisitely designed and carries the kind of healthy cover price that will restrict it to the carry-ons of the affluent jetsetters it’s targeting.

As its website attests, Monocle’s mission is obvious:

Focused on informing and entertaining an international audience of disillusioned readers, listeners and viewers, it is our intention to create a community of the most interested and interesting people in the world.

We’d like to think that’s us. Who wants to spot us the $150 for a 10-issue subscription?

Monocle [via Cool Hunting]