In 1994, editor James Brown spotted an opportunity to create a general interest men's magazine in a world fixated on yuppies and the new man. With a team of bucky young hopefuls, they birthed Loaded, a magazine that went on to define the lad culture of the 90s. The magazine quickly became a cultural phenomenon, offering a blend of irreverent humour, gonzo journalism, celebrity interviews, sports and jaw-dropping images, tapping into the aspirations, interests and rebellious attitudes of young men, and capturing a hedonistic lifestyle characterised by excess, humour and indulgence. And the women’s equivalent, ‘ladettes’, were not far behind. But as they hurtled towards the end of the century, the realities of lad culture took hold, with drink, drugs and bravado rearing their ugly heads. Lads' mags were born, driving the pressure to compete with 'sexy babes' on the covers. The women who had felt empowered were now being asked to strip for the magazines.