29/12/2025
Every brand has seasons.
This year was quieter for us - more about listening, reflecting, and creating.
Behind the scenes, creativity never stopped though. Sketches, ideas, designs waiting for their moment. And as the founder of Ifnotnow, I’ve realised this really is the space I find my energy and joy. Creativity has been one of the brightest parts of the year, reminding us why we do this in the first place.
We’ve also been using the time to think about our direction and how we move forward and grow, how we stay true to the values this brand was built on. In a world that feels loud and divided, choosing intention and community feels more important than ever.
Grateful for everyone who stayed connected throughout this year. The love at the pop-ups, the messages, the familiar faces - that’s always been the main point for us as a small business.
So that’s where we’re at, taking stock, recharging and thinking about how move forward with purpose.
To our tribe - thank you for sticking with us through the quieter moments. Your support matters. ✨
Here’s to peace, creativity and community in 2026 🙌🤍
Here’s our 2025 top moments:
• Our first footy tops dropped and sold out strong
• Caps, especially Ikigai kept flying
• First women’s crop vests launched and were loved
• Lecturing at UAL & earning an honorary entrepreneurship title
• Created lots of new designs (ready for SS26)
• Ending the year with love at
