About the brand


The fashion brand, 404 Not Found, is based on the philosophy of making mistakes. If you can allow yourself to make mistakes in life, you are a truly a free person.


404 Not Found is built on four main principles:

1. The client is able to communicate with the server, but the server is not able to find the data on demand.

2. A mistake is always a deliberate deviation from the rules.

3. An error 404 Not Found doesn’t indicate that YOU did something wrong. However, if a mistake has been made, it needs to be corrected.

4. Everyone does it, just no one talks about it.


It’s important to remember that making a mistake is the best way to improve a situation. 404 Not Found is a story about a gun that instead of shooting, flies…