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Type News
Founder(s) Luc Wiesman
Headquarters Sydney

DMARGE is an independent men's website known for delivering breaking news and expert advice on fitness, mental health, fashion, watches and other areas.[1]


DMARGE was founded in 2011, by Luc Wiesman as a digital lifestyle magazine delivering original long-form and advice based editorial, reviews, and news.[2][3] It later expanded its editorial focus to include support in others areas.[4]

In 2015, DMARGE partnered with VICE Magazine to launch a Style Space in Sydney where Australians could go to learn about grooming and receive style advice.[5] In 2017, the website launched its first print edition titled Shut Up & Take My Money, which was distributed in newsagents and in partnership with Virgin Australia through airline lounges across Australia.[6] The magazine was shortlisted as a finalist for Publication of the Year.[7]

In 2018, DMARGE underwent its first major rebrand, which included its print magazine. The name was changed from Shut Up & Take My Money' to DMARGE.[1] The same year, the news website launched its first research project into the behaviours and habits of Australian men in their relationships and habits at home.[8]

In 2019, DMARGE raced a BMW Z4 car against the iconic Manly Ferry.[9] In 2020, the news website launched the Endurance Pro Classic in partnership with Swiss watchmaker, Breitling.[10] The event saw Sydney’s fittest men go head-to-head in an endurance race on Sydney’s Bondi Beach.[10]

DMARGE partnered with French cognac house Martell for their first ever Australian campaign launch.[11] Due to the effects of the COVID-19 pandemic and the reduced number of international tourists, DMARGE launched the first Chinese Australian advertising platform targeting affluent Chinese-speaking consumers living in Australia.[12][13]

DMARGE has syndicated its content to The Age,[14] The Sydney Morning Herald,[15] finance magazine, Stockhead[16] and tech magazine, Gizmodo.[17]

Awards and recognition

  • 2017 ‘High Commended’ Mumbrella Best Launch/Relaunch of the Year[18]
  • 2021 ‘High Commended’ Mumbrella Publisher-Led Campaign of the Year[7]
  • 2021 ‘Winner’ Mumbrella Publishing Company of the Year[7]
  • 2021 ‘Winner’ Mumbrella Branded Content Studio of the Year[7]


  1. 1.0 1.1 "Australian Men’s publisher Dmarge undergoes rebrand across web and print". December 4, 2019. Retrieved 10 December 2021. 
  2. "The Collective launches 25th issue as four separate editions". September 6, 2015. Retrieved 10 December 2021. 
  3. "Leo Burnett boosts digital teams across three markets". Retrieved 10 December 2021. 
  4. Kate Jones,"Starting a business? Don’t ditch the day job". 3 September 2014. Retrieved 10 December 2021. 
  5. Rosie Baker,"Lynx partners with Vice to launch social club". 10 November 2014. Retrieved 10 December 2021. 
  6. Bridget De Maine,"D’marge founder and collective hub cover stud Luc wiesman launches print magazine". 23 May 2017. Retrieved 10 December 2021. 
  7. 7.0 7.1 7.2 7.3 "Mumbrella Publish Award winners 2021". September 9, 2021. Retrieved 10 December 2021. 
  8. Luc Wiesman,"Bad Habits Every Man Needs To Stop Immediately". 29 June 2018. Retrieved 10 December 2021. 
  9. Kate Perrett,"BMW Australia Partners With D’Marge To Race The Manly Ferry". 29 May 2019. Retrieved 10 December 2021. 
  10. 10.0 10.1 "Breitling Partners With DMARGE to Launch Endurance Pro Challenge". 15 December 2020. Retrieved 10 December 2021. 
  11. "Pernod Ricard Partners With DMARGE To Launch First Ever Australian Digital Campaign For Martell Cognac". 17 December 2020. Retrieved 10 December 2021. 
  12. Kate Perrett,"DMARGE Launches Chinese Australian Platform To Help Luxury Brands Bridge Tourism Gap". 10 February 2021. Retrieved 10 December 2021. 
  13. Imogen Bailey,"This Aussie magazine is helping retailers access 250,000 customers". 8 February 2021. Retrieved 10 December 2021. 
  14. Luc Wiesman,"The best dressed men in Australia". 3 December 2013. Retrieved 10 December 2021. 
  15. Ryan Brown,"Bloomin' heck! Floral prints are next for men". October 3, 2014. Retrieved 10 December 2021. 
  16. "James Booth, D'Marge". Retrieved 10 December 2021. 
  17. "Dmarge". Retrieved 10 December 2021. 
  18. Damian Francis,"NEWSPublish Awards finalists revealed: Pacific Magazines, Medium Rare, Momentum Media lead the pack". August 31, 2017. Retrieved 10 December 2021.