Tom Lennox, vice president of corporate communications for Abercrombie & Fitch, stated, "We have chosen to bring the "A&F Quarterly" to the UK because our London flagship has been a phenomenal success and we were looking for something which we felt would appeal to the British open-minded approach to culture and creativity." The new European version was to be "more mature" than the previous editions in the United States, where, Lennox says, it will no longer be sold because it "has run its course" in America. Lennox said it would be more of a "sophisticated, intellectual approach" providing a "global perspective, which is what the 20-year-old is all about." Lastly, he commented that the "Quarterly" will be fun and may be found "controversial to some". Saying that the revamped "Quarterly" will stick to a "similar theme", a company representative also commented that "it will be unique and will definitely grab people's attention." It was announced that the original creative team behind the American "A&F Quarterly" (including Shahid and Weber) would reunite for the publication's revival in London. Featured topics would include travel, dining, and trendy neighborhoods, with some articles written by Tyler Brule (founder of the fashion, art, and travel magazine "Wallpaper").