VICE: Suroosh Alvi

Founding Members

The founding of Vice Magazine was a collaborative effort among key figures who brought diverse talents to the table. Suroosh Alvi recruited Gavin McInnes as his assistant editor, who was known for his comic book, "Pervert," and Shane Smith, who had a knack for sales from his time with Greenpeace 1. Despite starting as a small 16-page newsprint magazine, Vice quickly distinguished itself by covering alternative scenes in Montreal, such as skaters, punk shows, and underground music 2. Alvi recalls the early days as challenging but pivotal, saying,

I was scared because I didn't know what I was doing. And he said, what have you got to lose?

--- Suroosh Alvi

This encouragement was crucial in pushing him forward.

   

Naming Transition

The transition from "Voice of Montreal" to "Vice" was a strategic move that involved a fabricated story for publicity. Suroosh Alvi and his team claimed they were being sued by the Village Voice, forcing them to change their name, which was entirely untrue 1. This bold lie not only generated buzz but also marked the beginning of a new chapter for the magazine. Alvi explains,

We told the world that we were being sued by the Village Voice, and that's why we had to change the name to Vice.

--- Suroosh Alvi

With this new identity, they secured a loft and pooled resources to continue their venture.

   

Cultural Influence

Vice Magazine's cultural influence stemmed from its raw and authentic approach to journalism. Suroosh Alvi emphasized getting as close to the source as possible, even involving the subjects of their stories in the writing process 3. This approach led to a magazine that was both shocking and alive, filled with uncensored content and provocative advertisements. Alvi notes,

We created this really raw magazine. There were a lot of typos, but it was alive.

--- Suroosh Alvi

Their unique take on American culture resonated with audiences in major cities across the U.S.