After moving to New York City in 2024, I started noticing how many people I would pass by every day. Some of them being most beautiful and interesting I had ever seen. Occasionally, there would be eye contact or a feeling, but I seldom said anything. Most of the time it, just turned into a fleeting moment.

I kept thinking about how often this happens and how easy it is to miss the chance to connect, even for just a few seconds. That idea turned into our first collection and eventually the brand. A call to action on the front, always connecting to it’s not too late™ on the back.

it’s not too late™ is meant to be a small signal. A way to show to your neighbors that you don’t take yourself too seriously and that you’re open to conversation. You never know where a simple interaction might lead.

This generation craves connection, but sometimes we don’t know how to articulate it or act upon it. it’s not too late™ helps get your foot in the door. After that, the rest is up to you.

Wear our clothes with confidence and let the rest take care of itself.

it’s not too late™,

Emmett