The magazine was first published by Alan Marcuson in December 1969 as Friends of Rolling Stone. It was later retitled Friends and, from May 1971, Frendz. Friends was intimately connected with UK underground media such as Oz, International Times (IT) and Time Out, and had many contributors who were part of the London counterculture or avant-garde scene in the 1960s. These included Barney Bubbles, Pennie Smith and Charles Radcliffe.
The magazine ceased publication in August 1972.