This week’s been spent cursing the rain, running into Anna and struggling with what’s become a tortured love for Jack Bauer — but in our downtime, we’ve been playing Nancy Drew: Fashion Edition.
The first issue of WWWWD landed on everyone’s desk, in an anonymous, unlabeled, white envelope toward the end of New York’s AW09 Fashion Week. Everyone buzzed for a few days until focus shifted to Paris and all things recession. Then this anonymous editorial board announced they were headed online and their second issue would land post-Met Ball.
So we got curious and did some digging.

The domain name WWWWD.org is registered to a man named Edward Branson. There’s no such person in fashion, at least not that we know of and not that a week’s worth of asking/googling/investigating has drummed up. There is, however, a very successful glassblower by that name living in the woods in Massachusetts about an hour away from a farm owned by the Proenza boys, one of whom used to blow glass. Registration for the domain name also lists a building at 125 Fifth Avenue, a landmark building with a FedEx office downstairs.
We’ve called, emailed and come close to writing love notes to the brilliant and ridiculously funny editorial staff but all we’ve gleaned is that the staff is half industry insiders, half improv comedians and there is indeed a man named Edward signing the emails.
So for now, enjoy the second edition as much as we do — and if you know this mysterious Ed, you know what to do.