The Chap takes a wry look at the modern world through the steamed-up monocle of a more refined age, occasionally getting its sock suspenders into a twist at the unspeakable vulgarity of the twenty-first century. Launched in February 1999, The Chap is a bi-monthly publication now on its 51st edition. The Chap is primarily a humour title, with a profile somewhere between The Oldie, Viz and Private Eye. The editorial content observes contemporary European culture through the eyes of an old-fashioned English gentleman.
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The focus is on how to make the world a better place, by offering tips on proper dress, etiquette and common courtesy. The Chap is a both celebration of old-world England and the template for a more civilised modern world.
The magazine features news stories that reflect its ethos, and comments on the sartorial shortcomings of celebrities. Books, films and television programmes with a gentlemanly slant are reviewed; we look at the lives of historical characters and sporting heroes who have championed the Chappist cause; we interview tailors, costumiers and dandies; longer think pieces examine the state of the nation and fashion; detailed sartorial tips and advice come from Savile Row tailors and other experts. There is an interactive element, where readers send in their photos to have their clothes and their adventures assessed.