How would it feel, if we could turn back time, look into the future or pause right at this very moment? We do not know. However every story has a beginning and we hope every journey leads somewhere. Magazine ‘What’s Up?’ is just setting out on such journey.
Where It All Begins
There are moments when a magazine becomes more than just a magazine. It becomes a point of departure. ‘What’s up?’ begins at exactly such a moment.
Its story has its roots in Exclusive – a title that existed from 2013 onwards. Until 2018, Exclusive was published in print, bringing together fashion, lifestyle, people and ideas. In 2018, the print edition came to an end. But some stories do not end with the last printed issue.
Some time later, there were attempts to bring the print format back in a new form – with small editions published under the name ‘What’s up?’, still connected to the Exclusive brand. They were limited runs, special printed copies created primarily for our community rather than a full commercial relaunch.
Perhaps it was a kind of test of time.
A New Name. A New Destination
Today, however, we are ready to take the next step.
This is our eighth issue – and, at the same time, the beginning of a new story. For the first time, we are officially introducing ‘What’s up?’ as an independent title, a distinct voice and a new format.
‘What’s up?’ is about what’s new. About what is happening around us right now – in fashion, lifestyle, beauty, culture, trends and in the lives of the people shaping this world. But to us, “new” is not only what has just appeared. It is also the opportunity to look at something familiar from an entirely new perspective.
That is why the first major chapter of ‘What’s up?’ is called Time Machine.
Time Is A Journey
Perhaps almost everyone has dreamed of a time machine at some point. Of going back. Seeing what does not exist yet. Meeting the past or looking beyond the horizon of the future.
This issue became our own time machine. We travel between the past, the present and the future. Between cities and countries. Between events, people, conversations, creativity and personal stories. And at some point, we realised that this is not simply the theme of the issue. It is the way it exists.
Because time never stops. A second ago is already the past. This second is our present. And the next one is already the future. Perhaps that is why the most important thing is not to try to hold on to time, but to learn how to be present within it. To remember what was. Appreciate what is. And never be afraid to look ahead.
Especially now, when the world is changing faster than we can process it. When there is so much information, uncertainty, noise and news surrounding us, we want to remind ourselves of something simple – life is still happening.
There is beauty in it. There are people. Discoveries. Journeys. Art, fashion, conversations, new places, unexpected encounters and small moments worth remembering. And there is room for dreams.
That is why Time Machine is not an escape from reality. Quite the opposite. It is a way of seeing it from a wider perspective. Like looking through a wide-angle lens – allowing ourselves to see more than what is directly in front of us.
The Journey Never Ends
This issue brings together many of those moments. Some take us back in time, others remain firmly in the present, while some already look far ahead. Inside, you will find unexpected turns, new discoveries and stories of people who create their own routes.
And perhaps that is what the greatest journey is about – never knowing for certain what the next stop will be. Because the journey never ends. We simply turn the page.
Welcome to the What’s up.
Welcome to the Time Machine.
Dream. Travel. Explore. Be inspired.
And remember to be right here – in this moment.
Because as we live it, it is already becoming history.
Magazine What's Up Editorial Team
