It is the first project from Enninful's new venture EE72, a media and entertainment company he set up in May with his sister, the talent agent Akua Enninful. On the magazine's masthead Edward Enninful is credited as chief creative officer, cementing his pivot from editor to entrepreneur. Speaking to the Guardian, Enninful said he wanted to create something tactile, timeless and collectible by creating an object that honours traditional media with an unconventional approach to modern storytelling.