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.

There’s only one thing we’re more passionate about than our business… the planet! This is why we’re making an effort to use sustainable practices in every part of our business. We’ve teamed up with CarbonClick, a New Zealand company making it easy for people and businesses to help fight climate change.

CarbonClick looks like a green button at checkout. When you click it, a small contribution is added to your basket which purchases carbon offsets. These offsets reduce the environmental impact of the carbon emissions related to the purchase. CarbonClick’s offsets fund forest restoration, tree planting, and renewable energy projects around the world. We’re proud to be part of the fight against climate change.

We’ll be making our own contributions, and changing our practices to reduce our carbon footprint. We hope you’ll join us in creating a sustainable future, by choosing to CarbonClick with your purchase.

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. ✌🏽