ALAN KET: “I signed on to create Climate, then at some point Climate was changed to Complex—the name was a reference to Ecko.Complex, a phrase that appeared on the merchandise. The Ecko complex. The Ecko factory. We looked at other men’s magazines to see what wasn’t being done for men in the U.S. There was Details and GQ, but they were older and whiter. Marc and Seth wanted something else. We infused humor in the publication. British lad mags and Japanese shopping magazines mixed with hip-hop and street art—all those things together became Complex.”

TINA IMM, Chief Operating Officer 2001–3: “Ben White and I were brought on board by Marc. We had worked in digital since ’95 but we always collected magazines—we had a huge pile. The flip cover was inspired by Japanese magazines. We wanted to show the best of both worlds: the mag on one side and the shopping guide on the other.”

MATT DOYLE, Photo Director 2001–9: “I was there from the time when there was four of us. A big part of Complex was that young, creative atmosphere where everyone was just cool and was good at what they did. Very few egos for the most part.”

Swag! Not even belt buckle aficionado 2 Chainz could afford this one-of-a-kind chromed-out promotional buckle, on loan from the Alan Ket archives and soon headed to the Smithsonian.