NUTS! Apart from being the famous answer to a German commander who was demanding the surrender of the besieged 101st Airbourne during World War 2 it also happens to be the name of a weekly British mens magazine full of girls, celebrities and err a few more girls. Oh and they do have this great page where they give the inside track on how to look devilshly cool. Apparently in this issue it meant strutting down the street in one of our latest designs.

Coming in at about 450,000 copies across the UK that's not a bad bit of press - online sales hurtled skyward and shops across the UK were pleased to see they'd chosen well in stocking us (I'd like to think!).

PR is one of the things every brand has to get right- it takes a lot of time and effort, you need to send out a ton of samples, develop contacts over a long period, and you're competing for small amounts of space with other companies with vastly bigger budgets. Still when you get it right it really helps and there's truly nothing like opening a magazine and seeing you're own stuff for all to see. Even when you've been doing it a while.

I'm now devising fiendishly evil PR plans for next year which will get us even bigger and better PR whilst still staying true to the spirit of Joystick Junkies (and that's a whole other discussion). The great thing with PR is you can do pretty much anything you like - it's creative writing, it's events, crazy gimmicks to get journalists attentions, guerilla stunts - however everyone else is also doing just as creative stuff so sometimes it's about keeping it simple.

So next time you browse the 'buy this and you'll pull' type fashion page just imagine all those people running around in the background to ensure you're sex life is fulfilled!

So with the onset of the Spring-Summer 07 range we've got to start thinking of promotional shots for the press, website, advertising and all that. We've already cast a group of female models (who happen to love video games) to work for us, however it's mainly a menswear range so alongside these fun lovin' video game fashion models we'll be needing a couple more lads to add to Sal who's pictured in many of the shots you'll see around this site.

So fancy a punt? You'll need to live in or close to London, be over 18 and under 30, be available daytimes and love video games.

We are ideally looking for guys with modelling experience but that doesn't rule out those without - you never know, a couple of our girls haven't modelled before and are already getting loads of work.

Oh there's one catch, the Joystick Junkies girls will be running the casting and you'll have to impress them - strut your stuff, know your games and be prepared for some surprises. But if you get through we can promise you a wild ride and a lot of fun. It's paid work, parties, freebies and loads more.

If you want to take part, add us a friend and send me a message.

If you didn't know, fashion runs on two seasons - Spring Summer and Autumn Winter. So right now we're actually in the middle of making the Spring-Summer 2007 range in the factory we use in Turkey, it will arrive in January to be in the stores early Feb. Meanwhile we've been going nuts in the office putting the finishing touches to the Autumn Winter 2007 range. For this we put together a great team - someone who's been a buyer for a major retail chain to help us manage the process, a top street wear designer, a young fashion designer fresh off her second assignment and myself who's always chosen the concepts and ideas for our range. A number of graphic designers submitted designs and we picked the best ones. 

We've just sent off a massive briefing to our factory to start sampling all the new designs and ideas we've had which will end up as salesmans samples in January for all the trade and fashion shows. It's been a massive task looking at what's going to be fashionable end of next year - what type of colours, washes, how to print the graphics and whether to use any special treatments, it goes on and on.

It will be great to see the new stuff come through, we've been living with the summer range a while now and getting excited about the forthcoming Spring-Summer range we've already ordered in a few of the designs early in time for Christmas.