In 2005, "Slitz" launched Slitz Man which focused more on style and fashion. By 2007, "Slitz" aimed to change the concept of the magazine due to the trend of declining sales among most men's magazine. Men's magazine such as "Loaded" had reported a decline in sales while men's fashion magazines had elevated. "We have noticed a change in our target audience. The Swedish boy is slowly dying. Our conclusion is that Swedish guys of today are asking for a smarter magazine and not a magazine with the degree of nudity that we have had before," said Chief Editor Niklas Natt och Dag.