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!