Bristol – Elbow Grease is a new magazine that celebrates the plight of entrepreneurs.
With an emphasis on the worker rather than products, Elbow Grease describes itself as a celebration of ‘grafters who strive, gamble and create on their own terms’. The narrative-driven publication taps into what it calls the current zeitgeist for ‘publishing around the seemingly mundane’, telling its subjects’ personal stories in an experimental way without a topical news slant.
At a time when the political ramifications of this often forgotten demographic have become manifest across the world, Elbow Grease seeks to champion workers dedicated to their profession despite any financial difficulties.
‘We’re interested in documenting the scope of work that people find themselves in and what that means to them, from labourers who need to make ends meet to those pursuing passion projects,’ art director Tom Sydenham tells LS:N Global. ‘[We explore] why people dedicate their lives to a craft, but more importantly, how people can face such adversity and unfortunate odds and still thrive.’