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𝙄𝙛𝙣𝙀𝙩𝙣𝙀𝙬 / π™Žπ™ͺπ™¨π™©π™–π™žπ™£π™–π™—π™‘π™š π™π™–π™¨π™π™žπ™€π™£(@ifnotnow.co)'s profile avatar HD Profile

𝙄𝙛𝙣𝙀𝙩𝙣𝙀𝙬 / π™Žπ™ͺπ™¨π™©π™–π™žπ™£π™–π™—π™‘π™š π™π™–π™¨π™π™žπ™€π™£

@ifnotnow.co

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The Music is Black @vam_east I went to see The Music is Black at V&A East, and one of the things that stayed with me most was how the exhibition begins with the experience of early immigrants arriving in Britain looking for belonging, familiarity and a sense of home. That really resonated with me. Music was always more than just music; it was a way of feeling connected, understood and safe. I think that’s part of what feeds IF NOT NOW too. The brand is shaped by music, culture, memory, heritage, places, people and all the little things that make you feel a sense of belonging. #TheMusicIsBlack #VAEast #BlackBritishMusic CultureAndIdentity MusicAndCulture CreativeInfluence IndependentBrand #designinspiration by @ifnotnow.co
3
20 days ago
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Our everyday uniform, a closer look at our current designs in rotation. #IFNOTNOW #EverydayStyle #GraphicTee #independentfashion Which one will you choose? Good News Cafe Tokyo Records Delayed Gratification Embrace Analog by @ifnotnow.co
2
a month ago
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For most of my life, I thought I wasn’t creative. Actually, it goes deeper than that. Growing up in an immigrant family, creativity wasn’t really seen as the safe path. Safety meant careers in finance, law, pharmacy… something you could build a secure future around. It took me a long time to realise that I’d always been creative. But I’ve also learnt that creativity can run dry. You can’t always force it. Like anything good for you, it needs replenishing. So on the days when I can’t find it, I take myself out and go looking for inspiration. And on this day, I went to see the incredible NIGO at the @designmuseum NIGO is the Japanese designer, artist and cultural force behind A Bathing Ape (BAPE), and a huge influence on contemporary streetwear and pop culture. A reminder that creativity can come from anywhere and sometimes you just need to get out there and let it find you. Highly recommend this exhibition. 🫢🏽 #nigo #designideas by @ifnotnow.co
1
2 months ago
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We’re back @lowerstablestreetmarket this weekend, restocked on our crops vests and T’s! Come thru if your in the area πŸ™ŒπŸ½πŸ˜Š #slowfashion #smallbusinessowner by @ifnotnow.co
5
3 months ago
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Better than watching the 3rd place play off, come and see us this weekend,18/19 July, @lowerstablestreetmarket for the @beams_and_co Pan-Asian Market 😎 We have all of our new designs, new caps, totes, a new ripstock bag and plenty more! Come say hi πŸ‘‹πŸ½ taken in Lower Stable Street Market by @ifnotnow.co
2
3 months ago
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I’ve been a bit quiet on here lately. Life has felt heavier than usual, and for a while the brand naturally took a back seat while I focused on getting through what was in front of me. One word that kept appearing during that time was Ikigai, the Japanese idea of having a reason to get up in the morning, a sense of purpose that sits at the centre of your life. It showed up in books, conversations, podcasts, and then one morning on my commute I looked up and saw a complete stranger wearing one of our Ikigai caps. It caught me completely off guard. When you start a small brand, most of the time you’re working alone, wondering if anything you’re putting out into the world is actually connecting with people. Seeing someone choose to wear something you’ve created was a reminder that these ideas travel further than you think. So this is a small thank you to everyone who’s supported us, worn our products, shared them, or simply followed along. Sometimes purpose isn’t a grand plan. Sometimes it’s just the thing that keeps showing up when you need it most. Here’s to new beginnings! πŸ™πŸ½ #Ikigai #newchapter #delayedgratification by @ifnotnow.co
1
4 months ago
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We’re still very much alive. Our best selling cap will soon be available in this stunning stone colour with brown embroidery ✌🏽 Ikigai is about finding purpose and we’ve been taking time to find ours πŸ‡―πŸ‡΅ #slowfashion #ikigai Shoutout to @sofiagentryy πŸ™ŒπŸ½ taken in Medersa Ben Youssef by @ifnotnow.co
1
8 months ago
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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 πŸ™ŒπŸ€ Here’s our 2025 top moments: β€’ Our first footy tops dropped and sold out strong β€’ Caps, especially Ikigai kept flying β€’ First women’s crop vests launched and were loved β€’ Lecturing at UAL & earning an honorary entrepreneurship title β€’ Created lots of new designs (ready for SS26) β€’ Ending the year with love at @lowerstablestreetmarket 
#endofyear #streetwear #slowfashion by @ifnotnow.co
6
10 months ago
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Was lucky enough to have been invited to the University of Westminster and its Westminster Menswear Archive first international edition of Beams’ acclaimed Expedition Club at Ambika P3. The event celebrates the history and culture of classic outdoor clothing, bringing together collectors, archives, and retailers from around the world. @beams_and_co @beams_plus On until Sunday and free entry! πŸ‡―πŸ‡΅βœŒπŸ½#beamsjapan #outdoorclothing taken in Ambika P3 by @ifnotnow.co
1
a year ago
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We’re back for 1 day only @lowerstablestreet_market tomorrow, Sunday 11th! A few one off pieces and limited editions. πŸ‘ŒπŸ½πŸ‡―πŸ‡΅ come say hi πŸ‘‹πŸ½ #smallbusinesssupportingsmallbusiness #slowfashionmovement taken in Lower Stable Street Market by @ifnotnow.co
2
a year ago
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I’ve always believed in serendipity or the β€œbutterfly effect.” A few days ago in Istanbul (just before the earthquake), I had a random encounter with a local lad who modeled our new football jersey. The backdrop? A place completely unknown to me. Later that afternoon, I ended up in a cafe in a different part of the city, and something drew my attention to the artwork on the wall. I looked up and saw a sketch of the exact same spot where I’d taken the photos! Such a coincidence! I discovered the monument was called the Tophane Fountain. The Arabic inscription on it speaks of a sultan’s duty to provide for the people, creating a space for gathering, interaction, and connection. For me, that’s exactly what happened - making a real connection in such a historical spot. Pretty wild how life works! #serendipity #communitylove #iΜ‡stanbul #slowfashionmovement taken in Tophane by @ifnotnow.co
4
a year ago
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We’re back and better than ever! Fresh designs, a revamped website, and your first chance to cop the new collection @lowerstablestreet_market this weekend (Sat & Sun) β˜€οΈ Website returns this FridayπŸ‘ŒπŸ½#slowfashion #streetwearfashion #londonfashion taken in Lower Stable Street Market by @ifnotnow.co
9
2 years ago
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