Alt.Geist is exactly what the title suggests: an alternative to the zeitgeist. It's the GQ for the men on Abbot Kinney in Venice and Capitol Hill in Seattle, the alternative fashion, lifestyle, and philosophy guide for the modern gentleman. With touches like hand-drawn type seamlessly set with the bold beautiful strokes of Akkurat Pro and writing from some of the highest authorities in fashion on the highest brands in fashion, Alt.Geist merges the world of fashion with the world of culture for the ultimate men's magazine. This leads to another interesting point and the second driving force behind the philosophy of Alt.Geist. What happens when you strip the aesthetic beauty of a typical fashion magazine away? No more perfectly lit photoshoot, no more devastatingly hot model X,Y, or Z. No more Photoshop, and no more glossy page in GQ. What does the product look like then? When it’s showcased on a meh-everyday-guy that took a quick photo with his iPhone and posted to Instagram? When it’s on a guy that you find disgustingly obese or horrid to look in the face? Will you still drool over it and begin racking your mind for every scheme to get the thousands to afford it? We play with this notion in Alt.Geist and put the content creation in the hands of the users on Instagram.