Niche design is a self-published print zine by Itay Dreyfus that asks where bold, truly independent, opinionated creative design still finds meaning today.

Created by Itay Dreyfus, this self-published project gathers essays, interviews, and Q&As from some of the most independent voices in product design and technology today. It is a physical argument against the blandness that dominates modern creative culture.

The publication brings together 5 essays, 4 interviews, and 10 Q&As from contributors including Anton Repponen, Charles Broskoski, Pavel Kedzich, Dave Gorum, Joe Hollier of The Light Phone, and Jesper Kouthoofd of teenage engineering. Together they examine what it means to reject boredom, ditch trends, and refuse playbooks.

What Niche Design Gets Right About Independent Publishing

The physical object reflects the philosophy behind Niche design. Printed on Arena Rough 90g paper with a 300g natural smooth cover and sewn binding, the zine measures 14.8 by 21.0 centimeters across 104 pages. Typefaces are ABC Diatype and Maxi by Dinamo, printed at AR Print in Tel Aviv-Yafo, Israel. Every design choice reinforces the argument the editorial makes.

Contributors cover a wide range of independent creative ventures. Sari Azout writes about Sublime. Herman Martinus covers Bear Blog. Anjan Katta discusses the Daylight Computer. XH represents mmm.page, and PIRI speaks for Kinopio. Vin Verma, Lucas Fischer, and Kent de Bruin cover Futureland. Each contributor pushes against the metrics-first majority of product and design culture.

The zine is available as a physical copy for $30 plus worldwide shipping, or as a PDF download at the same price. Orders ship in batches and usually arrive within four weeks. Selected stockists include MAGMA London, Cahier Central Paris, and BROT in Bratislava. Niche design is a compelling object for anyone who believes good design should resist the pull of sameness.