THE BRAND
REDEFINING SPORTSWEAR WITH A TIMELESS, MINIMALIST APPROACH.
404 is built on the notion that limits are often self-imposed.
Raised through early morning track sessions and the discipline of showing up. The brand was created for athletes who are committed to the process, especially when no one is watching.
Our name says it clearly: No limit found. A signal that there is always more in the tank, more to build, and more to chase.
We design performance wear that is clean, functional, and intentional. Nothing overdone. Nothing unnecessary. Just pieces made for movement and the culture that surrounds it.
404 is for those who treat sport as more than activity. It is routine, identity, ambition, and expression. It is the daily confrontation with discomfort. It is the decision to keep going when the easy option is to stop.
It will always be 404: No Limit Found
