British menswear retailer Topman has finally joined the world of online publishing with its new interactive digital magazine, Topman Generation.

Launched on the 30th November, the first issue - designed by M&C Saatchi - is a double edition magazine with content headed up by Dazed Digital editor John-Paul Pryor, and features contributions by writers from magazines such as NME, the Clash and The Quietus.

The publication will be a cultural insight into fashion, film and music and has interviews with the likes of Yoko Ono, The Chapman Brothers, fashion photographers Damien Fry, Kate Cox and new menswear designers Lou Dalton and James Long.

The online magazine will work across multi-platforms, including the web, iPads and smartphones. Additional features will enable editorial content to be curated and saved by its users. This content will then be complied into a personalised ‘reading experience’ that users can then share to social media sites such as Facebook.

It's another example of how content and commerce are increasingly blurring, and how retailers are using editorial as a means to encourage people to visit web stores more frequently.