Not Now

How Bad do You Want It? Not Now is the mantra that carries us through our hardest moments. It's the will to keep going, whatever it takes.

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Not Now Longsleeve Front
Not Now Longsleeve Front
Not Now Longsleeve Front
Not Now Tee Front
Not Now Tee Front
Not Now Tee Front
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Not Now Rockies Socks Front
Not Now Rockies Socks Front
Not Now Rockies Socks Front
Not Now Rockies Socks Front
Not Now Endurance Cap Front
Not Now Endurance Cap Front
Not Now Endurance Cap Front
Not Now Endurance Cap Front
● Sun Protection
Not Now Neck Flap Front
Not Now Neck Flap Front
Not Now Neck Flap Front
Not Now Neck Flap Front

How Bad do you Want it? Not Now is the mantra that carries us through our hardest moments: the will to keep going, whatever it takes. Not just a claim, but a repetition born in the field, in the exact moment every runner asks if they can keep going: and decides they can.

It all started with a single garment: an ultralight Long Sleeve Tee, "Not" on the right sleeve and "Now" on the left, made for Filippo Canetta to compete at Badwater 135, in Death Valley, where temperatures easily climb past 50°C. The fabric delivers UPF20 protection, built to hold up where the sun gives no peace.

Since then, the collection has grown, staying true to the same philosophy: a Short Sleeve version of the original tee, a soft Cap with side mesh, Socks embroidered with "Not" on the left and "Now" on the right, and a sun-protection Neck Flap to attach to caps for maximum coverage in extreme conditions. Every piece is unisex.

Not Now is for those who, in that exact moment, choose to keep going.