what is notacliché?

notacliché studios is a clothing brand built by two people turning their own taste, interests and ideas into something you can wear. we make clothes we want to wear ourselves.

the name comes with a contradiction: starting a clothing brand is a cliché in itself. but that’s the whole point. anything you do can look cliché to someone. we’re doing what we want because we believe in it. after all, the difference between something being a cliché and being original is how much of yourself you put into it and how far you’re willing to take it.

we believe the only thing separating you from the version of yourself that you want to be is the journey. you have to believe in yourself before anybody else does. people might see no point in what you’re doing. you don’t have to wait for them to get it, because you might be the only one who sees that vision for yourself.

other people inspired us to start. now we’re making something of our own, with the same intention: to leave someone wanting to do their own thing.

embrace yourself to inspire others.