MISSION | to create, design and supply rad products that shift the stigma of sustainability.


Making the conscious choice shouldn't be so hard. We love comfortable basics, rad prints, minimalistic design, natural fabrics and non-toxic everything. Simple as that.


We're always keeping it local. Whether it's beer, art or food, supporting and collaborating with other local businesses and entrepreneurs is our jam. We partner with emerging local artists to create designs for NOVEL and we are always looking for other rad brands to collab with. If you're an artist, graphic designer or other local business that's looking to collab, shoot us an e-mail at


We're making sustainability cool by designing apparel that doesn't mean you have to sacrifice style to make the sustainable choice. Our aim is to create apparel that biodegrades when it eventually does end up in a landfill (as all clothes do).