Where Is the Cool is an independent magazine that documents creative culture, street style, and the particular energy of places where something interesting is happening. The publication travels the world looking for the neighbourhoods, the shops, the studios, and the people that define what "cool" means in cities from Lisbon to Lagos, Tokyo to Tbilisi — treating cool not as a marketing concept but as a genuine cultural phenomenon worth documenting.
Each issue is a visual and editorial tour of the world's most interesting creative scenes, presented with photography that captures the texture of a place and writing that explains why it matters. For readers who want to know where the next interesting thing is happening before it shows up on Instagram, Where Is the Cool is already there.