But Magazine - 001 The Sorry Issue
But [noun] in Polish, shoe, boot – a covering for the foot.
BUTMAG is an independent printed magazine and publishing method rooted in emotional research, cultural commentary, and the contradictions of contemporary identity. Shaped by a post-internet sensibility, BUTMAG explores fashion as a discourse, a space where language, image, and resistance intersect.
Created at the intersection of design, fashion media, and social commentary, BUTMAG offers a space for complexity—emotional, political, and aesthetic. Features underrepresented voices, intimate reflections, and visual storytelling that challenge surface-level narratives. Sidestepping commercial staples, BUTMAG offers space for discomfort, unfinished thoughts, emotional honesty, and the voices often excluded from commercial media. It rejects neutrality in favor of specificity, intimacy, and thoughtfulness.
Each issue is structured around a central theme, The Sorry Issue, unpacks apology as performance, currency, and cultural residue —tracing its evolution from digital confessions and Notes App statements to orchestrated public reckonings. It asks how “sorry” functions in a media-saturated world—and what happens when it doesn’t. The 001 issue explores the emotional terrain of fashion scandals, media outrage cycles, queer memory, and post-Soviet familial silence.
BUTMAG documents how a generation negotiates contradiction, visibility, and selfhood, constructs an archive of contemporary feeling.