Our Story

In the heart of London, where cobblestone streets meet modern architecture, a new wave of fashion was born. Sorrywearenot isn’t just another clothing brand—it’s a movement, fuelled by the belief that the future of fashion lies in sustainability, creativity, and authenticity.

Our story begins in the vibrant neighbourhoods of North London, where the pulse of street culture beats louder than anywhere else in the world. It’s a place where art, music, and style collide—a melting pot of ideas and influences. Benjamin Jacob, a London local and passionate streetwear enthusiast, was frustrated. The fashion industry was full of mass-produced, wasteful trends that never lasted. It wasn’t just about looking good; it was about the values behind what you wore. Inspired by the grit and resilience of the city itself, sorrywearenot was founded on a simple mission: to create streetwear that not only looks fresh but also respects the planet.

Sustainability at Our Core
At sorrywearenot, we believe that fashion can be bold without being wasteful. Every item in the collection is carefully crafted from sustainable, eco-friendly materials—organic cotton, recycled polyester, and biodegradable fabrics—that don’t compromise on quality or style. we've partnered with ethical manufacturers who share our commitment to reducing carbon footprints, and each piece is designed with longevity in mind. We are not chasing fleeting trends; We are building a legacy of responsible fashion that transcends the seasons.

Redefining Streetwear
Streetwear has always been about more than just clothing. It’s a way of life, a statement, a form of self-expression. At sorrywearenot, we are flipping the script on what streetwear should be. We are redefining the norms of the industry with pieces that are as functional as they are stylish. Every hoodie, t-shirt, and jacket is designed for the streets, with the perfect balance of comfort, durability, and standout style. Our designs capture the rebellious energy of London’s streets but with a conscience that speaks to the future.

Made for the Change-Makers
Our customers aren’t just wearing clothes; they’re part of something bigger. A movement. A generation that demands more than fast fashion and superficial trends. At sorrywearenot, we are creating garments for the trailblazers, the disruptors, the change-makers who want to make a statement with their style—and their values.

A Commitment to the Planet and People
Sustainability goes beyond our fabrics. We believe in transparency and accountability, from design to delivery. Our packaging is made from recycled materials, and we are constantly pushing ourselves to find innovative ways to minimize waste in every aspect of the business. We are committed to a circular fashion model, where every item can be recycled, repurposed, or reused, ensuring that the brand leave's a smaller footprint on the earth.

Join the Movement
Sorrywearenot isn’t just about wearing clothes—it’s about wearing your values. It’s about choosing to be part of a generation that thinks differently, that believes in change, and that understands the power of every choice. From the streets of London to the world beyond, we are making fashion that matters.

Are you ready to wear the change you want to see in the world? Welcome to sorrywearenot—where streetwear meets sustainability, and style meets purpose.