Always Do What You Should Do Clothing & Apparel
Always Do What You Should Do (ADWYSD) was founded by Nick Mason, a New Zealander with deep roots in surfing and skating who moved to London and started the brand from his shared bedroom in East London. Working in surf, skate, and concept stores in Soho while building the brand, Mason has created something that channels the post-Y2K vibrant ethos of early-00s surf labels like Rip Curl and Billabong.
The brand gained recognition through feel-good messaging and lo-fi graphics, with uplifting stickers like "always do what you should do" and "tell your friends you love them" appearing across London's streets and transport. ADWYSD has evolved from screen-printed tees to collaborating with major brands like Patagonia and Carhartt, while maintaining their commitment to turning hype into help for others, including fundraising efforts for causes like supporting Brazilian surf clubs during challenging times.