Juice Magazine CIC is a collective and magazine facilitated by and for South Asian creatives, writers, and artists. Through modules of art, culture and writing, we aim to reflect the multidimensional experiences of South Asians in both Britain and the greater Western world. The South Asian diaspora’s nuances are not often reflected in the mainstream media and creative spaces, but rather perceived through misinformation or stereotypes. This makes the assimilation of the South Asian identity synonymous with whiteness, where ‘western’ cultural identities are commonly seen as a marker of ‘progress’ for multicultural Britain. Juice aims to disrupt such themes of misrepresentation in the South Asian community by giving a platform to various voices; celebrate expression, and champion the diaspora that celebrates its heterogeneity.