From Concept to Cover. Meet Al

Art, cars, motorcycles, optimism… and burgers We’re stoked to introduce our new brand partner, Submachine Magazine - a premium, quarterly subculture mag that celebrates art, cars, motorcycles, and optimism. Submachine is masterfully curated by editor and founder - and our old mate - Al Best. Epic photo essays, slick illustrations, and clever wordplay throughout Submachine are all direct expressions of Al’s artistic vision and sense of humour. Read on to find out more about the man behind the mag…

A professional graphic designer and illustrator with over 30 years’ experience working on some of New Zealand’s biggest brands, Al took a leap of faith ditching the corporate world and going freelance to pursue projects on his own terms.

It was during “fit of madness” during lockdown that Submachine was born. With work on hold but a restless need to keep creating, Al bought a screen-printing machine and started making T-shirts. When friends purchased one, it was sent with a tongue-in-cheek fake magazine hard cover showing them as the cover model wearing Al’s tee. Soon he got to thinking that maybe he should just give it a go and make a magazine - see what happened. Nothing ventured, nothing gained.

Al’s vision was to craft a magazine that covered a range of content shaped by things that inspired him – surfing, tattoo culture, street art, alternative low brow art, and with cars and motorcycles as the backbone. Turns out, other people were into it too. Four years on, Submachine is now on Volume 17 with a loyal following and distribution through over 30 retailers across Aotearoa.

Al’s cruisey, laidback demeanor belies a relentless drive behind the scenes. He brings a clear and intentional aesthetic to Submachine and has a hand in almost every aspect of putting it together. Assisting advertisers with ads that are in keeping with the vibe and re-writing articles over again as deadlines loom.“The nature of publishing to a deadline, means sometimes you’re scrambling. I have a natural tendency to want it to be perfect, but I’m experienced enough to know it never will be”.

He doesn’t plan out each issue in advance – he lets it evolve organically. Sometimes people in the community reach out with great story leads. Other times, he’ll come across a cool artist or piece that sparks his curiosity. From local legends to international creators (like a recent feature with an artist in Bristol—time zones and all), if something feels right, Al follows it.

The real reward is connecting with real people - creatives and innovators who have a passion for what they do and being a conduit for telling their story. “So many people out there are not after fame and fortune, they just love doing what they do”, says Al, “Whether it’s photographers, writers, artists - the consistent thing is they have an energy, enthusiasm and optimism. They’re happy because their work is their joy”.

Al hopes readers will take a break from the digital world and the endless scroll, deliberately designing Submachine to be not just immersive and engrossing, sensory - printed on high quality stock, the magazine has a heavy, premium feel. “I hope people can sit down and take some time for themselves. Magazines are a physical, tactile experience”, Al says, “If it inspires someone to go and take a welding class, or get the camera out, or get on that bike that’s been sitting in the garage – my job’s done”.

Submachine will be available to purchase across all BurgerFuel stores nationwide this October. Perfect for the coffee table or immerse yourself in a good read while smashing a burger. Available via subscription at www.submachinemagazine.com, participating retailers and coming to a BurgerFuel store near you soon!

If you’re keen to showcase your brand or business in this solid read hit us up at info@burgerfuel.com for more info.