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Complex is a young men’s style/lifestyle magazine founded by Marc Ecko and Hugh McFall in 2002. The publication offers mainstream readers insight into the latest trends in “Hipster” niche cultures, such as streetwear, sneaker culture, hip hop, and graphic art. Complex has a circulation of approximately 340,000 and targets men that are college-aged to early 30s in urban/metropolitan areas. One of the magazine’s unique attributes is that each issue features a different cover on each side, creating two distinct sections. The half of the magazine that follows the male celebrity cover is geared towards lifestyles, the latest films, music, and other forms of media. The half of the magazine that follows the female celebrity cover is dubbed “The Guide” and offers a Consumer Reports-esque breakdown of the latest consumer items, technology, sneakers, and apparel.