An Interview with Submachine's Al Best

We spoke with Al Best, owner & editor of Submachine on the magazine itself, his career, finding inspiration, print media, his legends and thoughts on Triumph & Disaster, and daily rituals...

WHAT'S SUBMACHINE?

I use the line "Art, Cars, Motorcycles and Optimism" to suggest the basic premise. It might be described as "a celebration of subculture” because I like to showcase what one reviewer described as “all the cool shit.” Surfing, street art, tattooing, hot rods, classic cars, photography, motorcycles, creative people and entertaining copy, in a premium quarterly.

YOUR CAREER 'TIL NOW

I’ve been designing, illustrating, writing and art directing for 30+ years, starting out at a couple of ad agencies and then as a freelancer. I’m not the first person to feel the burnout that the advertising industry is notorious for and, in my case, a recent motorcycle trip in California marked the watershed moment to begin my mental recovery. I came back to New Zealand completely reinvigorated and determined to create something, on my own terms, from scratch. The magazine is still in its infancy so the goal now is to see just how far it can go. I hope to keep producing it for as long as people think it’s any good.

HOW DO YOU FIND INSPIRATION?

I’m inspired by the people I have met on this journey. When you talk to someone who surfs or rides a chopper or builds hot rods or makes their own guitars out of cigar boxes, their energy rubs off and you walk away feeling a little lighter and happier. It’s that enthusiasm that fuels the magazine. In terms of inspiration for the actual content, it’s totally random and organic. I sometimes wake up in the middle of the night and the whole story is floating above me. That’s pretty weird.

IS PRINT MEDIA A LOST ART FORM?

Someone recently told me that Submachine is to magazines what vinyl records are to music. I took it as a huge compliment. I was definitely advised against making a magazine. It’s a tough road. Still, I watch people run their hands seductively over the velvety cover and inhale the fresh ink smell and think “Wow. They are already having a nice time and they haven’t even started reading it.” Print’s not dead!

LEGENDS, DEAD OR ALIVE...

Everybody winces whenever I say it, but... Tom Cruise. That guy is next level. See? I can hear people moaning and rolling their eyes as they read this. I won’t tolerate it. He should have a bookshelf full of Academy Awards. Need that Helicopter moved? Tom can fly it. Stuntman didn’t show up? No problem. Don’t need one. Broken ankle? I’ll just keep running so I don’t ruin the take. Comedy? Drama? Sci-fi? Action? Thriller? Romance? Shall we get 6 different actors for those? No need because WE’VE GOT TOM FUCKING CRUISE! Also, Leonardo daVinci

HOW DOES T&D ALIGN WITH SUBMACHINE?

I’ve always had a lot of respect for Triumph&Disaster’s ethos, brand values, design standards and the quality of the actual stuff in the tube. When I first started playing with the magazine and getting the look and feel right, I stole ads off the internet for the first mock-up. The first ad I stole was a T&D Coltrane Clay double page spread.

WHAT ARE YOUR DAILY RITUALS?

My dad was in the Highland Light Infantry and you could set your watch by his rituals. At 7:30am sharp he was out the door, clean-shaven, in vapour-trail of Old Spice and then home and holding a gin and tonic by 5:30pm without fail. By comparison, I am a complete shambles, though I routinely fall asleep during House of the Dragon. Does that count?

WHAT'S YOUR GO TO T&D PRODUCT?

My wife Maria wants me to shave off my beard (‘you look so old!’) but I would then have no reason to use my T&D Noble Endeavour, which I love, so the beard stays at least until I run out.

Check out Submachine Magazine online here.