About Us

Get to know the Not Yellow story.


Not Yellow is an urban streetwear brand born in the pristine, vast arctic forests of Helsinki, Finland. Preserving the natural resources that surround us is an integral part of our everyday business. Every time you wear one of our high-quality, eco-friendly and durable designs, you are helping us create a better world through sustainable fashion.   


We created our clothing line simply because we love to be able to look around at everything that nature has created with a sense that we're doing no harm. So we set out to create something unique that taps into the power of nature without depleting our natural resources. We hope that this inspires you to have courage in your own life to live how you want, make decisions boldly, create what inspires you and never do harm.


We use high-quality, durable fabrics that look amazing, feel amazing and perform to perfection.


Why Yellow?


There are two sides to the color yellow.

Yellow, the Color of Sunshine


Yellow is the color of warmth, sunshine and positivity. Its enthusiasm scatters the darkness. Bright yellow represents enlightenment and enthusiasm.

Yellow, the Color of Cowardice


Although yellow has many positive associations, it can also represent a surprising number of negative things. Yellow is also a symbol of sickness, fear, and even excess. To be yellow-bellied means to be a coward.


Not Yellow clothing embodies all of the positive powers of the sun while giving you the boldness to be not yellow when it comes to living a fearlessly, uncompromisingly sustainable life!


Our Philosophy: "Be everything in yellow, but Not Yellow."


Designed for sporty, casual urban living, the Not Yellow line is comprised of organic, sustainably made clothing that never requires you to be yellow about fiercely standing up for the planet. We were inspired to create a line of eco-friendly, ethically sourced clothing after discovering that much of the apparel produced around the world today harms the planet through pollution and waste.


Our products are made with ethically sourced, certified dyes and prints. We only work with certified eco-friendly vendors and manufacturers. Each product demonstrates the limitlessness of your own potential once you decide that creativity and determination can make your ambitions as boundless as nature. What color will you paint the world in Not Yellow?