Rob Hewitt is a Brooklyn-based creative director who had made plenty of magazines before Oh-So came along, but this one started differently. His then seven-year-old daughter had taken up skateboarding and quickly discovered what most girls discover: the sport's culture is overwhelmingly male. Together they dug deeper and found a thriving global women's scene with its own stars, its own gear, its own energy. Hewitt channelled his skills as a visual storyteller into building something that didn't exist yet — a publication dedicated entirely to women in skateboarding. The first issue arrived in 2019, and MagCulture named it their Magazine of the Year.
The magazine's design is unmistakably editorial — large black capital letters opposite striking portraits, minimalist colour detailing, flamboyant typography in the tradition of classic American magazine design. But the real achievement is tonal: Oh-So radiates fun and positivity across every page. The women and girls featured talk about how they started skating, their first boards, the people who helped them along the way. The serious intent behind the project — documenting and supporting a community that has been historically sidelined — is all the more powerful for the joy it communicates.
Awards followed quickly. Oh-So won Stack's Launch of the Year in 2019 and picked up gold and silver design awards from the Society of Publication Designers in 2020. Seven issues have been published so far. In his credits, Hewitt consistently downplays his own role, but the editorial vision — treating women's skateboarding as its own fully formed culture rather than a subcategory of the men's scene — is entirely his. As he told one interviewer: someone said to him midway through making the magazine that some of the girls might be upset a guy was making it. He decided the best response was to make it brilliantly.
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