Before the dawn of the millennium, before TikTok, iphones and reality TV, Britain was rather different. Then one magazine burst onto the scene. Loaded came to define the ’90s. It changed Britain for ever. This is the story of Loaded’s rise and fall. Arena: Lads, Mags & Mayhem, BBC 2024
‘I’m going to create a magazine for me and my mates.’ ibid. James Brown, founder
We basically threw a hand grenade into a room full of new men and created chaos for the next six years, and I’m proud of that. ibid. original team
It’s being part of a gang, and that is powerful. ibid.
Loaded had this massive soul to it. ibid.
It showed people you could have fun. ibid. Brown
I was a real fucking mess. ibid. Brown
We were exhausted. We’d been living the life for all that time. ibid. original team
In 2004 a new wave of lads’ mags flooded the market. ibid.
In 2004 a new wave of lads’ mags flooded the market. ibid.