SO IT GOES.
SO IT GOES.
So It Goes is a whisper turned into a wave.
Once a cult magazine passed between the hands of tastemakers, it now lives again as a creative engine for storytelling, production, and cultural experimentation. Its essence remains underground: form colliding with sound, art bleeding into narrative, the fragments of culture stitched into something timeless. Under Rare, So It Goes expands from printed page into screen, studio, and stage, generating original formats that brands and audiences crave.
It is both memory and prophecy, a lens through which the present is documented and the future imagined. So It Goes believes that authenticity can still cut through noise, and that beauty, when made with integrity, always findsan audience.
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“So It Goes has always been about giving remarkable talent a stage that matches their craft. It’s where artists, designers, filmmakers, and musicians can reimagine their own stories, owning their IP and their narrative in ways that feel timeless.”
Founder, So It Goes
