We stopped saying sorry.
NOT SORRY started with one T-shirt and a sentence people kept apologizing for meaning. We printed it anyway.
We’re a small streetwear label out of Zürich. We don’t chase trends or fill racks with filler. Every piece carries one line, said plainly, in heavyweight cotton that holds up to actual wear. No hedging in the type. No apology in the fit.
What we stand on
Say the thing. No hedging, no disclaimers.
Cut for real bodies, not just the sample size.
Printed and sewn in Switzerland, batch by batch.
Who it's for
Anyone done shrinking.
Men and women who want their clothes to say something before they open their mouth. If you’ve been told you’re “too much,” this label was made for you.
