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IFNOTNOW: Where Creativity Meets Culture! We're not just a brand, we're a dynamic creative collective. Our love for East Asian culture and our founder's Indian/British heritage serve as the canvas for our artistic vision. We're all about the fusion of subcultures – from manga to hip hop, skateboarding to East Asian influences. It's a melting pot of inspiration that celebrates individuality, creativity, mindful moments, and the sheer power of now! When it comes to our materials, we're all in for sustainability. We use GOTS certified organic cotton and recycled materials, partnering with fairwear accredited suppliers. It's our way of making sure our impact on the planet is as stylish as our designs.