Gro Curtis knows he picked a heck of a time to launch a men’s magazine in the U.S. As he writes in his letter introducing the issue: “Who in their right mind decides to launch a menswear magazine catering to everything from fashion and watches to beauty and cars?”

But Curtis, a fashion editor and stylist who is editor in chief of Icon, a men’s fashion and lifestyle magazine, on Tuesday is nonetheless plunging ahead with the debut of Icon America, a biannual, coffee table-style publication that will sell for $20.

The first issue will feature four distinct covers including one with Robert De Niro. “It’s America, we needed a celebrity cover and he’s an icon,” Curtis said. But in his mind, iconic doesn’t mean famous. “It means being inspirational and kind,” he said.

The other cover models are Leon Dame, Kit Butler and Malick Bodian. In each case, the men are interviewed by the designers who admire them in a package titled “Models as Muses.” John Galliano interviewed Dame, Domenico Dolce and Stefano Gabbana interviewed Butler and Kim Jones took on Bodian. The photos were shot by Paolo Roversi. (The De Niro story was penned by Cezar Greif, the Los Angeles-based executive editor of Cool Hunt and shot by Charlie Gray.)

Curtis said the goal with Icon America is to offer a fresh take on the menswear market. With so much of today’s lives centered around social media and quick hits, he’s offering up an alternative. “I don’t believe you can tell a story in 15 seconds,” he said.

And the magazine is not completely dedicated to fashion. In fact, half of it is about other topics such as cars, watches and restaurants.

“Challenging the fundamental codes of menswear has always been my passion, and I look forward to further nourishing U.S.-based talent and creativity,” he said. “Our goal is to establish Icon as an arbiter of good taste and impeccable men’s style — not just another almanac of trends.”

Icon is owned by Reworld Media and it publishes editions in Italy, Spain, France, the Middle East and Australia. It will also be introduced in Serbia.

In addition to Curtis, the Icon team includes editorial director Andrea Tenerani, creative director Alex Wiederin, and publisher at large Tanya Amini.