NOT YOUR LABEL

MEET US IN

NEUTRAL TERRITORY

EST. SYDNEY, 2025

Not Your Label was born on the floor of a tiny apartment in November 2021 — somewhere between self-doubt and a full-blown identity crisis.
NYL founder, Kate, had hit that point we all hit eventually — tired of trying to prove herself, tired of feeling boxed in by other people’s assumptions and her own.
Then came the realisation that changed everything:
F*** that. You are not your label.

That moment became a movement.
Not Your Label isn’t just another clothing brand. It’s a call to remember who you are underneath the noise — before the world told you who to be.

We create purpose-driven streetwear designed for self-expression, not performance.
Each piece is made to move with you — to fit into your story, not define it.
We’re for the quiet rebels, the deep feelers, the ones learning to love every version of themselves.

Our mission goes beyond clothing — we’re here to spark conversations, challenge assumptions, and bring people together through connection, empathy, and shared humanity.
Because at the end of the day, we’re all carrying something — but we’re also all capable of more than we think.

Not Your Label is a reminder that you don’t have to earn your worth. You already are it.
You don’t have to prove who you are. You just have to remember.

We’re a bit of magic, a bit of rebellion, and a lot of love — building a community that celebrates individuality while reminding us: we’re not that different after all.

We exist to remind you that you are more than your labels, your past, or your pain — you are possibility.

Choose your own.