Introducing Always Do What You Should Do

Always Do What You Should Do is a new addition to the NOTE roster.

Conceived by New Zealander Nick Mason, ADWYSD represents London and Mount Maunganui and merges skate and surf influences evoking a sense of nostalgia and connection to our history. While Always has shaken up the industry with their DIY and off-the-cuff drops, they have maintained a pretty authentic approach to skate wear focusing on heartfelt messages sometimes amiss from other brands, putting out footage (both skate and surf) and collaborating with entities which resonate with modern skating.

Always Do What You Should Do has been on our radar for a while and we’re stoked to have them in the shop. Here's a bit background on the brand and why we're stocking them.

In the era when the likes of Rip Curl, Billabong, and Quicksilver ruled surf culture, growing up amidst their zenith in the early-2000s, Mason infused Always Do What You Should Do with the same laid back vibe that defined that time. Over recent years, Always has experienced a meteoric rise. So while they have roots based firmly in London they have now created a community that’s global.

Evolving from a humble series of screen-printed tees to partnerships with adidas and Noah, ADWYSD has not only made waves in the skateboarding world but has extended this hype to the fashion industry as whole. Their reach has also extended to music too, working with NTS radio and Loyle Carner on separate collections. There's not much this brand can’t do by the sounds of it.

The brand’s unofficial slogan is “Tell your friends you love them”, that should tell you everything you need to know about their “glass half full” approach and why we’re stocking them.

This first drop of ADWYSD (Range #4) at NOTE Skate Shop is their usual assortment of bold hues, even bolder prints on pretty useful outerwear and cotton jersey that is built like a house – strong and sturdy. This collection also features some choice headwear in the form of beanies, truckers and 5 panels and shirtage fit for warm afternoons and brisk evenings. All in all it’s another banger of drop from the brand and it’s now available here, at NOTE. Have at it…