Our story
Not for everyone. Built for those who move.
We started NOT/FOR THEM because the choice outside was always the same: cover up in something that looked like equipment, or reapply lotion every two hours and hope. So we built premium apparel that happens to be rated UPF 50+ — clothing first, protection permanently.
Woven, never coated
UV protection comes from yarn density and construction. It cannot wash out, because it was never sprayed on.
Cooler covered than bare
Cooling yarns pull moisture off the skin and drop surface temperature as it evaporates.
Tested past the label
Every fabric holds UPF 50+ after 50 washes and full sweat saturation, not just on day one.
Shipping & returns
- Free shipping
- On orders above ₹2,500 across India
- Express
- 2–4 business days, metro pincodes
- Returns
- 30 days, unworn, free pickup
- Exchanges
- One free size exchange per order
RUNNERS EDIT
“The most convincing case yet for wearing your sunscreen.”
FIELD & FORM
“Coverage that finally looks like clothing, not equipment.”
HEAT INDEX
“A UPF line with an actual point of view.”
TRAIL QUARTERLY
“Wears cooler than bare skin. We tested it twice.”