“Both Rod Stanley and I were working at Dazed and Confused (Rod now edits it) and we’d go to fashion shoots and we’d be talking about science stuff and you’d get everyone from the models to photographers chipping in, showing their interest,” says Hatherill who now devotes 99 per cent of his time to running the not-for-profit site. “So we thought: ‘Why not merge the two worlds and try to talk about science in a different way, a way everyone would find interesting?’ ” (via It’s hip to be E=mc²: Can the worlds of art and fashion help to make the lab cool? - Science - News - The Independent)