Blamo! Hagop Kourounian of Director Fits
Mar 23, 2026
Hagop Kourounian, founder of Director Fits and curator of directors' personal style, talks about turning a Substack into a shop and soon a print magazine. Conversation hits film-rooted family influences, the link between director uniforms and authorship, a resurgence of physical media and collecting, and whether subtitles and viewing rituals really matter.
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Turning A Hobby Moodboard Into A Media Business
- Hagop turned Director Fits from after-hours posts into a full-time media business after leaving advertising and using his Substack, merch partnerships, and planned magazine.
- He scaled by treating interviews like deep, research-driven features that PR teams praise as best on press runs.
Make Digital Projects Tangible With Print
- Build tangible extensions of digital projects to raise perceived value and depth, like a magazine.
- Hagop is moving Director Fits from Instagram/Substack into a printed issue to expand the project's seriousness and reach.
Niche Publications Beat One-Size-Fits-All Print
- Niche, independent publications and Substacks thrive because they serve passionate pockets of culture without needing mass audiences.
- Hagop compares this to sports journalism and cites Let It Kit as a focused example of what print can be now.
