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About Us

Gayist, formerly known as So So Gay, was originally launched in 2009 as a personal blog, before quickly becoming one of the UK's most read online LGBT magazines - in days before physical magazines like Attitude & Gay Times had full web presences.

Publishing 100 original articles a week, contributed by a team of over 100 writers lead by a dozen editors, it was a huge undertaking, but unfortunately in 2017 advertising income had stalled while the costs of hosting the site continued to escalate as its reach grew.

We've relaunched in 2020 with our online shop, focusing on gay men and their needs.

Our primary audience on the shop is men, but many of our items are unisex or non-gendered. For example, our SSG t-shirts are unisex, and face masks are suitable for any face! We'd love to increase our appeal though, so any suggestions on lines we could carry with a broader audience would always be welcome.

We are based in London, and ship all across the UK, Europe, and the rest of the world. Our products come directly from the producers - such as Barcode Berlin based in Berlin, and TOF Paris based in... Paris. You get the idea. Not having a physical shop means we can keep our prices down, so we're always confident we have some of the lowest prices for comparable goods in the market.