Sarah J. Edwards and Sally A. Edwards, co-Founders and Directors of BLAG


Welcome to the self-made, creative world of hard working, tenacious British twin sisters, Sally A. and Sarah J. Edwards and their—cutting edge yet sophisticated, 100% independent brand BLAG.


Sally and Sarah, were raised in a strict environment in rural England and Scotland and went on to unwittingly change the publishing game. In order to inform themselves culturally, Sally and Sarah spent much of their childhood and art school years secretly relying on a crackling radio, untuned TVs, passed around mixtapes and magazines.


Started in the 90’s and working solely as a creative teenagers, Sally and Sarah armed themselves with fake id, a camera, typewriter, access to a payphone, one hour photoshop and after asking nicely—unofficially, an art college photocopier. its first guise was secretly born as a Xerox’d ‘zine, heavily inspired by deluxe glossy golden era style magazines. Mixing humorous interviews, posed photos and punchy graphics.

Within months of leaving home for London—with only £20 each, Sally and Sarah built BLAG, putting some of the world’s leading industry execs on their toes and upending stereotypes.


From their teens to early 20’s, Sally and Sarah maintained jobs in the music industry. Sally was one of the industry’s youngest female television pluggers. At 21, she independently represented several musicians, plus all Grand Royal Records artists for Beastie Boys. Her plugging efforts landed debut and some of the most infamous television appearances for musicians including At The Drive-In, Placebo and The Pharcyde to name a few.

Meanwhile, across town—thrown in at the deep end, Sarah was cutting her teeth as a publicist for many high profile artists including Beastie Boys, Public Enemy, Foo Fighters, Travis, Slum Village and Muse. Her work included major publicity for Beastie Boys 2 x Grammy Award winning album, multiple platinum selling 'Hello Nasty', Foo Fighters 'There Is Nothing Left To Loose' Grammy Award winning, platinum album, Travis' 'The Man Who' 9x UK platinum album and Muse's debut album 'Showbiz'.  She soon jumped to the other side of the fence, when NME editors headhunted her to be their website Hip Hop Editor. 


On weekends, lunch breaks and days off, Sally and Sarah modelled for Japanese GQ, German Vogue and Dazed to Placebo’s platinum selling album, Without You I’m Nothing—shot by Corinne Day. Sarah appeared on record sleeves for Ash’s Girl From Mars And Depth Charge’s The Legend of the Golden Snake EP. Sally modelled for CarharttLevi’s and The Big Issue’s World’s Greatest City cover. They were subjects by celebrated photographers Rankin and Matt Holyoak.

These shoots inspired Sarah to develop her love of photography.


The girls’ journey with BLAG led them from moonlighting creating cut ’n’ paste style ‘zines to being internationally acclaimed publishers and editors – taking on the majors via many inventive means, all the while bullseye future gazing artists and trends. Sally and Sarah collaborated with go-to design duo Yacht Associates on the first three glossy editions, the designers responsible for groundbreaking record sleeves for artists including Blur. Together, they gave BLAG its unique sense of humour via striking street style visuals, laced with subtle jokes and word play.

The underground began to buzz and soon BLAG the glossy would be distributed worldwide, with calls for copies from as far as Peru. Readers put pen to paper to send them letters from as far afield as Tokyo to New York City, Johannesburg and many place inbetween. Artists like Wu-Tang Clan’s GZA, The Pharcyde, The Roots ?uestlove and Beck cite BLAG magazine as one of the early publications to give them covers and features. Bolstered by numerous rave reviews in major style and quality titles—finding its unique approach and voice refreshing, BLAG quickly captured a loyal and discerning audience. Launch parties were thrown and attended by supportive artists including: Pharrell Williams, Adam Yauch, Chris Evans, Jessica Alba, Matthew Rhys and Ioan Gruffudd.

Sally and Sarah used BLAG to break down media stereotypes, cross cultural boundaries and put themselves on the frontline to make a difference. They experienced undercover burnout and forged fortuitous friendships.

BLAG covers include: André 3000, 50 Cent, Beastie Boys, Game, Cillian Murphy, Nelly Furtado, OutKast, Kasabian, James McAvoy, Josh Homme of Queens of the Stone Age, N*E*R*D, Rupert Grint, Franz Ferdinand, Julian Casablancas, Miike Snow, Slash, Noomi Rapace, Les Twins and Joey Bada$$. Features have included: Daft Punk, The Raconteurs, Amy Winehouse, Justice, MGMT, Phoenix, Malin Akerman, Ron English, Andrew Garfield, Phil Frost, Aaron Taylor Johnson, Helen McCrory, Rizzle Kicks, Janelle Monáe and TroyBoi. Guest contributors to BLAG include: Chuck D, Questlove, Mark Ronson, Scott Weiland, Freddy Rodriguez, Leigh Whannell, Mike D and The Game


Deeply rooted in music, Sally and Sarah added DJing to their resume. They performed at launches and aftershows for artists and brands including Foo Fighters, Red Hot Chili Peppers and James Brown for their Wembley Arena and Hyde Park shows, to N.E.R.D, Y3 and Pharrell Williams and Nigo’s Billionaires Boys Club / Ice Cream London debut.


Sally developed a reputation as the go-to, ahead of the curve writer. She was hired to contribute major features for titles including i-D, Dutch, Detour, Flaunt, Frank, Nova and NME.COM. Her many interviews included; Hollywood legend Dennis Hopper, to a then up-and-coming in the UK Mos Def and OutKast.

Likewise, Sarah’s photography got noticed and she received commissions from titles including; Rolling Stone, Vibe, Dazed, i-D and NME shooting the likes of John Legend, Pharrell Williams, Wu-Tang Clan, Dave Chappelle, Chris Rock and The Hives.


Sally and Sarah were approached by art book publishers, Die Gestalten Verlag to create a BLAG book. They collaborated again with design duo Yacht Associates and took BLAG global, presenting their unique humorous approach juxtaposed with striking visuals of musicians and artists from around the world. Pages were packed with a huge variety of subjects from Parisian Designers and Russian B-Boys, to funny and honest Q&As with several of Hip Hop’s most influential artists, paintings, photography and illustrations.

Press reaction to the book was overwhelmingly positive and global: Nylon, Trace, The Times, Blueprint, Sleaze Nation, Echoes, Kiss FM and XFM all leant their support. Sally and Sarah produced major launch parties in London and New York. London’s bill included an early performance by Slum Village, while the New York party saw Public Enemy DJ and was attended by a wide spectrum of celebrities including; Pharrell Williams, Harold Hunter, Ben Lee, Claire Danes and Adrien Brody. Creating a blueprint for BLAG’s diverse and memorable fun parties. 


By dismissing traditional advertising and creating ‘sponsored integrated editorial’ with physical rollouts, Sally and Sarah were quickly invited by brand Executives to creatively spearhead national and international launches for them including: PlayStation, Mercedes Benz, Olympus, Motorola, Nike, Nokia, ABSOLUT, Pernod Riccard, and a BLAG capsule collection at Selfridges.


Always eager to expand their creative pallet, taking content off the page, Sally and Sarah began to experiment with commissioned video content, producing and directing documentaries with the likes of José Parlá, Futura 2000, WK Interact and Anthony Lister in collaboration with gallery and art dealers Elms Lesters Painting Rooms. They also wrote and directed a short love story ‘Take You With Me’ starring William Moseley and Chelsea Edge, narrated by Chuck D. Sally and Sarah were also commissioned to create films for Essie Nail Polish on Popsugar and creative work for Mercedes Benz.


In November 2020, Sally and Sarah announced their expansion into screenwriting. Sally and Sarah — who will work collectively and individually — are currently developing ten film and television projects, of which two are collaborative. The titles cross action, thriller, science fiction, horror and comedy genres.

In December 2020, Sally and Sarah signed with Zero Gravity Management for worldwide representation for screenwriting.

To date the BLAG brand is still owned and operated purely by Sally A. Edwards and Sarah J. Edwards.


BLAG Timeline
1992 - 1994
Style ‘zine
Book Production
Book Release UK/Europe
Book Release Rest of the World
2003 - 2015
Glossy Magazine
2004 - 2008: Volume 2 Releases
2011 - 2015: Volume 3 Releases
2002 +
Magazine Website
2009 -2019
Online Shop (originally
2018 +
Original Content Channel Development
BLAG Production / Screenwriting
BLAG Online Shop relaunch
Screenwriting / Film and Television Development
2021+ Best of BLAG and Original Storytelling launch


BLAG • Brit Informal • Verb • 3. (1960s) to persuade, especially as in “blag in” or “blag into”, to talk one’s way into a party, concert etc. An act of clever talk.

BLAGGER • Noun • 1. A smooth talker, a persuasive person.

Size Chart, Care & Environmental Policy

Clothing Size Chart / Fabric Composition / Finish Details


All garments are sustainably created using the highest quality organic or premium yarns and environmentally friendly practises. Care: Cool wash only, don't iron art. Follow care label.


Items are measured flat across under arms and flat down from highest point shoulder to neck. Sweatpants flat across the waist and flat from waist to hem. Colours may roll out seasonally and will be shown on each product page.


Women’s Cropped T-Shirt

Fabric: 100% Combed Cotton

Finish: Ribbed crew neck, drop sleeve at shoulder, side seams, crop lose fit.

S 18.25” x 17.5” / 46 x 44.5cm

M 19.25” x 18.25” / 49 x 46.5cm

L 20.25” x 19” / 51.5 x 48.5cm


Baseball Shirt

Fabric: 100% Combed Cotton

Finish: Raglan sleeve with curved hem.

XS: 18.5” x 27.5” / 47.5 x 69.5cm

S: 19.5” x 28.25” / 50 x 72cm

M: 20.5” x 29.5” / 52.5 x 74.5cm

L: 21.5” x 30.25” / 55 x 77cm

XL: 22.5” x 31.25” / 57.5 x 79.5cm


Classic Sweatshirt

Fabric: 80% Combed Cotton / 20% Polyester

Finish: Drop sleeve, rib cuff, waistband and crew neck.

XS: 18.75” x 24” / 48 x 61cm

S: 20” x 24.75” / 51 x 63cm

M: 21.25” x 25.5” / 54 x 65cm

L: 22.5” x 26.5” / 57 x 67cm

XL: 23.5” x 27.5” / 60 x 69cm

XXL: 23.75” x 28” / 63 x 71cm


Women’s Tank

70% Bamboo Viscose / 30% Organic Cotton

Finish: Racerback style with scooped hem.

S: 16.5” x 24.75” / 42 x 63cm

M: 17.75” x 25.5” / 45 x 65cm

L: 19” x 26.5” / 48 x 67cm


Junior T-shirt

100% Organic Cotton

Rib crew neck and side seams.

3-4yr: 13.25” x 16.5” / 34 x 42cm

5-6yr: 14.25” x 18” / 36 x 46cm

7-8yr: 15” x 19.75” / 38 x 50cm

9-10yr: 16.25” x 21.25” / 41 x 54cm

11-12yr: 17.25” x 23.5” / 44 x 60cm


Organic Pullover Hoodie

100% Organic Combed Cotton, Brushed

Finish: Double-lined drawstring hood, with pull cords, brushed fleece inside. Raglan cut. Side pockets. Ribbed cuffs and waistband.

XS 19.75" x 23.75" / 50 x 68cm

S 20.75" x 28" / 53 x 71cm

M 22" x 29.25” / 56 x 74cm

L 23.25" x 30" / 59 x 76cm

XL 24.5" x 30.75" / 62 x 78cm

Premium Pullover Hoodie

80% Combed Cotton, 20% Polyester

Finish: Double-lined drawstring hood, with optional pull cords, brushed fleece inside, headphones loop at neck and hole in pocket. Side pockets. Ribbed cuffs and waistband.

XS 18.5" x 26.75", S 19.75" x 28", M 20.75" x 29.25", L 22" x 30.25", XL 23.25" x 31.5", XXL 24.5" x 32.75"


Women’s Sweatshirt

80% Combed Cotton, 20% Polyester.

Finish: Ultra soft brushed inside fabric. Beautifully finished drop shoulder sleeve, ribbed neck, cuffs and waistband.

S 22.5" x 22.75" / 57 x 58cm

M 23.5” x 23.5” / 60 x 60cm

L 24.75” x 24.5” / 63 x 62cm

XL 26” x 25.25” / 66 x 64cm


Printed T-Shirt - Classic Style Unisex

Fabric: 100% Combed Organic Cotton

Finish: Ribbed crew neck, fitted sleeve at shoulder, side seams.

XS 18.75" x 26.75" / 48 x 68cm

S 19.75" x 27.5" / 50 x 70cm

M 21" x 28.25" / 53 x 72cm

L 22 x 29.25" / 56 x 74cm

XL 23.5" x 30" / 60 x 76cm


Heavy Jersey T-Shirt

Fabric: 100% Combed Organic Cotton

Finish: Ribbed crew neck, fitted sleeve at shoulder, side seams.

XS 18.5” x 26.75” / 47 x 68cm

S 19.75” x 27.5” / 50 x 70cm

M 20.75” x 28.25” / 53 x 72cm

L 22” x 29.25” / 56 x 74cm

XL 23.5” x 30” / 60 x 76cm


Zip Hoodie

100% Organic Combed Cotton, Brushed

Finish: Double-lined drawstring hood, with pull cords, brushed fleece inside. Raglan cut. Side pockets. Ribbed cuffs and waistband.

XS 18.5” x 26.75” / 47 x 68cm

S 19.75” x 28” / 50 x 71cm

M 20.75” x 29.25” / 53 x 74cm

L 22” x 30” / 56 x 76cm

XL 23.25” x 30.75” / 59 x 78cm



Fabric: 100% Organic Combed Cotton

Finish: Panelled legs, rib finish pockets, drawstring waist and rib cuff at ankles

XS 12.5" x 37" / 32 x 37cm

S 13.5" x 38.25" / 34 x 97cm

M 14.25" x 39.5" / 36 x 100cm

L 15" x 39.75" / 38 x 101cm

XL 15.75" x 40.25" / 40 x 102cm


Oversized T-Shirt

Fabric: 100% Combed Organic Cotton

Finish: Ribbed crew neck, drop sleeve at shoulder, side seams, lose fit.

XS 20” x 28.75” / 51 x 73cm

S 21.25” x 29.5” / 54 x 75cm

M 22.5” x 30.25” / 57 x 77cm

L 23.5” x 31” / 60 x 79cm

XL 24.75” x 32” / 63 x 81cm


Women’s Short T-Shirt

Fabric: 100% Combed Organic Cotton

Finish: Ribbed crew neck, drop sleeve at shoulder, side seams, crop lose fit.

S 20” x 17.5” / 51 x 44.5cm

M 21.25” x 18.25” / 54 x 46.5cm

L 22.5” x 19” / 57 x 48.5cm


Women’s Leggings

Fabric: 95% Combed Organic Cotton, 5% Lycra Elastine

Finish: Stretch jersey, high waist, hemmed at ankle.

S 11.5” x 37.5” / 29 x 95cm

M 12.25” x 38.25” / 31 x 97cm

L 13” x 39” / 33 x 99cm

XL 13.75” x 39.75” / 35 x 101cm


Baseball Cap

Fabric: 100% Organic Cotton

Finish: Six panel with peak and top fabric cover button, adjustable strap.

Button to peak: 6.5” / 16.5cm

Circumference: 23.25” / 59cm





Unisex T-Shirts

Size  S M L XL XXL
Chest 86-94cm / 34-37in 97-104cm / 38-41in  109-114cm / 43-45in 117-124cm / 46-49in 127-135cm / 50-53in
Body Length from HPS 71cm / 28in 74cm / 29in 76cm / 30in 79cm / 31in 81cm / 32in


Women's T-Shirts

Size (US)  S M L XL XXL
Fit Sizes 2-4 6-8 8-10 10-14 14-18
Body Length from HPS
67cm / 26in 68cm / 27in 70cm / 27in 71cm / 28in 73cm / 29in


Our T-shirts are made by Bella & Canvas in Los Angeles and our printers use water based inks.


USA & ROW: Washing Instructions: Machine wash warm, inside out, with like colors, remove immediately. Tumble dry medium, cool iron if needed. Do not dry clean.

UK: Machine wash cold with like colours. Do not bleach. Tumble dry low.


Framed and Mounted / Matted Prints

Created from high-quality wood, milled with simple clean lines and presented with a satin finish. Includes an off-white mount that will not discolour or fade with age.

All framed prints feature our premium fine art paper. This is a museum-quality paper which reproduces photography and artworks with exceptional tonality and renders sharp details with consistent flatness and accuracy.

For the matted / mounted prints we use a thick 1.4mm window mount cut from premium, textured mountboard. All mounts are "conservation grade", FSC certified, 100% acid free, and will not discolour or fade with age.

Fine Art Prints 

A premium quality heavyweight (200gsm) fine art print material with a smooth, clean finish. This museum-quality paper is extremely consistent and works perfectly with large, full colour graphics or illustrations. The matte finish emphasises different highlights and tones in the source artworks; helping to create stunning works of art.

Hahnemühle Photo Rag Print

A heavy-duty (308gsm) matt paper made of 100% cotton rag with a natural white tone and excellent black saturation. Popular with professional photographers, this paper produces very high-quality print reproductions.

We're also really proud of our printer's eco credentials:

We're reducing carbon emissions by working with eco-conscious print labs around the globe to fulfil orders. 


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