For us, this picture from the Kyoto collection feels like it sums up much of what our brand represents.

We like simplicity, things that tell a story and spark joy.
The name #IFNOTNOW is based on an ancient Hebrew quote and is about seizing the moment, living in the now and for us, that's about a journey into creativity. We want to share this excitement, energy and our ideas with you.
Nature and the environment are hugely important to us, hence we use GOTS certified organic T-Shirts.
For our photography prints, we use theprintspace, the UK’s only Fine Art & Photo printing service that is completely carbon neutral. This means they offset all carbon emissions that their business is responsible for.
We like to give back too, so 2% of every sale on our site goes to a chosen charity.  We like to support a broad range of needs and select a different charity each month.
There is so much pressure and stress in this modern world, and we want to promote well-being and mindfulness and just being kind to one another.
That's our message. ✌🏽