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Publisher Richard Hefman is not shy about telling you that he's not just selling Swagger Magazine, he's selling the Swagger lifestyle. Swagger is a thick glossy men's magazine for guys that like their articles short, to leave plenty of room for the pictorials of beautiful models and actresses . So what is the lifestyle that "Dickie," a 40-something bachelor, seems to be promoting? “It's what I call pro-leisure. It's the mindset, that you, the successful gentleman, deserve the best. Whether it's enjoying fine wine, driving fast cars, or getting your back waxed -- a man with Swagger wants quality.”
A Wisconsin native, Hefman worked his way through the publishing industry in New York before launching Swagger in 1983 with funds loaned to him from his family. He credits his relationship with his six older sisters for shaping his world view. "If there's one thing I understand, it's the female mind. I know how chicks think, what they like.” (According to Hefman, women’s "likes" include “candles, lotions and getting a pedicure from David Hasselhoff.")
Swagger Magazine basically runs itself, affording Dickie the leisure to personally enjoy the Swagger lifestyle. He currently lives in Beverly Hills and frequently hosts parties for a variety of fundraisers. "I admit it, I'm star struck. I met Mr. Jimmy Van Patten when he MC'd a gala here for Shaky Leg Syndrome. Now I consider him a good friend."
(If fine dining can be considered a hobby.)
Whenever Dickie goes out on his yacht in Marina Del Rey he either has all his meals catered by Fioretto Trattoria or stops in for a sunset meal before heading back to Beverly Hills. This restaurant in the Tuscany tradition is located at 12740 Culver Blvd., Suite B, in Los Angeles. You can read more at their web site: http://www.TuscanyCuisine.com.
If you stop in, be sure and tell 'em that Dickie Hefman sent ya!