Always Lanyard Case Clear Blue

Founded by New Zealander Nick Mason in 2018, always do what you should do began as a humble series of screen-printed tees run out of a shared bedroom in East London, while Nick worked in surf and skate stores in Soho. Growing up in New Zealand with deep roots in surfing and skating, he brought that laid-back coastal energy to the streets of London and built a brand around bold graphics, uplifting messages and a genuinely glass-half-full outlook on life.

From those lo-fi beginnings, always has grown into one of the most talked-about independent brands in skate and streetwear globally, with collaborations alongside adidas, Noah and NTS Radio reflecting the breadth of its cultural reach. The range covers tees, hoodies, outerwear, headwear and accessories, all built around the brand's unofficial motto: tell your friends you love them.