Loaded, first published in 1994, is a British magazine for men that is considered to be the "original lads' mag". Its motto is "For men who should know better".
Loaded was founded in 1994 by Mick Bunnage

Mick Bunnage

Mick Bunnage is a cartoonist, journalist, comedy writer and was formerly the bass guitarist of The Deep Freeze Mice. He is the co-creator of the Modern Toss comic, which was also turned into a TV series by Channel 4...

, Tim Southwell

Tim Southwell

Tim Southwell is the co-founder of loaded magazine, launched in April 1994.-Biography:Along with James Brown and Mick Bunnage, Southwell helped create the men's magazine phenomenon of the 1990s. Previously to loaded, Southwell founded Zine Magazine , a forerunner to loaded in terms of its...

 and James Brown

James Brown (editor)

James Brown is a British journalist. He is best known for creating the modern men's magazine market with the launch of his title Loaded in 1994, a magazine that was said to define a generation...

, a former deputy editor of the music weekly New Musical Express

NME

The New Musical Express is a popular music publication in the United Kingdom, published weekly since March 1952. It started as a music newspaper, and gradually moved toward a magazine format during the 1980s, changing from newsprint in 1998. It was the first British paper to include a singles...

. It was first published by IPC

IPC Media

IPC Media , a wholly owned subsidiary of Time Inc., is a consumer magazine and digital publisher in the United Kingdom, with a large portfolio selling over 350 million copies each year.- Origins :...

. The title of the magazine is believed to be named after the Primal Scream

Primal Scream

Primal Scream are a Scottish alternative rock band originally formed in 1982 in Glasgow by Bobby Gillespie and Jim Beattie and now based in London. The current lineup consists of Gillespie, Andrew Innes , Martin Duffy , and Darrin Mooney...

 song of the same name.