Four modern-day gladiators do battle for the gold (a lifetime supply of Gold's mustard) in the Heeb Olympics
For Josh Neuman, publisher of Heeb magazine, there are two cities in America: New York and Los Angeles-and "all that s--- in the middle," which he's just not interested in.
One glance at the eclectic scene populating Heeb's Hollywood Issue launch party last week at the bourgeois/hippie clothing store, Von Dutch, and it's easy to see why: Where else in the country would a "Jewish" party comprise everyone from spiky-haired hipsters to artsy bohemians to religious men in yarmulkes crushing together in a parking lot?
I couldn't see much when I walked into the cavernous bar at Three of Clubs in Hollywood last week, but after my eyes adjusted,
I noticed the crowd in the adjoining room.
A couple hundred literary-artsy-hipster types were schmoozing before the L.A. premiere of the Heeb Storytelling series, which had already made stops in New York City, where Heeb magazine is based, and four other cities. Like a live stage version of the irreverent magazine -- or what TimeOut described as "one part cabaret, one part Catskills" -- the show features a half-dozen writers who tell a Jewish story.
Does edgy Jewish humor translate? The New York-based magazine Heeb is coming to England -- but whether the United Kingdom's rather reserved Jewish population will appreciate the magazine's offbeat urban style remains to be seen.
The magazine's British launch was held recently at a plush theater in north London during a Jewish film festival, organized in association with the Jewish Community Centre for London.
"Heeb is a special subset of the genus Jew," explained Joshua Neuman, 31, the new editor-in-chief and only paid staffer of Heeb magazine, a hipper-than-thou take on modern Jewish identity. With its gritty irony, the nearly 2-year-old magazine taps into a young Jewish generation that thirsts for Judaism but rejects its standard trappings.
She's young, sexy, defiant and Jewish. And now, journalist Jennifer Bleyer has created a magazine that is ... well, young, sexy, defiant and Jewish.