The Usual is a creative team with a penchant for the outdoors specializing in smart, irreverent branded content. We are storytellers, global connectors and enthusiasts, working across a variety of platforms. Founded in 2011, The Usual started as a “love letter to Montauk”—a collectible newsprint publication focusing on the small New York surf town we call home.
We are Yasha Wallin and Emily Anderson. Best friends, business partners and creators of The Usual. For more information, to request issues, our services, or to say hello, please contact us at [email protected]
Yasha Wallin (Editor)
Yasha Wallin is a New York City and Berlin-based writer and editor.
She’s currently GOOD Magazine’s Creativity Ambassador. She’s written about art, fashion, travel and young Hollywood for everyone from Flaunt Magazine, Guardian UK, Interview Magazine and Paper Magazine. She’s covered the dark side of fashion during Sweden’s cold, bleak winter for a three part series on Hintmag.com. She’s earned cover stories with Malibu Magazine for her profiles of Academy Award nominated actress Jennifer Lawrence and Eva Green; and she’s previewed some of the most popular international art fairs and biennials for Art in America, Style.com and the Hollywood Reporter.
As editor of the irreverent Jewish humor magazine Heeb, Wallin exhausted every joke there is to make about a bagel, and once made David Sedaris belly laugh. Her journey to New Zealand to ride the waves that spawned the movie Endless Summer also inspired her to co-create the collectible publication The Usual.
Emily Anderson (Creative director)
Emily Anderson is New York City and Montauk-based art director, designer and illustrator.
With a background in both the New York Art and Advertising worlds, she now creates campaigns and identities for brands ranging from Fortune 500 companies to start-ups. Clients range from The Coca-Cola Company, Lightning Bolt USA, NASCAR to all the top pharma companies. By night she works on a plethora of projects including recently designing Sam Talbot’s first cookbook; branding Heidi Klum’s personal trainer; creating restaurant La Bodega’s identity; and making the magazine for Mike D’s curated show at LA MOCA. She’s currently working on illustrating a cocktail recipe book; creating the identity and packaging for a new haircare line; and working on a top-secret project combining all her favorite things…
Before moving to New York, Emily spent winters as a ski guide in the Espace Killy, France. She filled the gap it left with surfing which swiftly became an obsession. She has surfed in exotic locations such Hawaii, Indonesia, Mexico, and Puerto Rico, but swears that nothing beats putting on her 5mm wettie in the snow at Dirt Lot, Montauk, and surfing with her friends.