Always Do What You Should Do

Nick Mason, who grew up in New Zealand, started Always Do What You Should Do with screen-printed tees made in a shared East London bedroom while working at Stüssy's Soho store. The brand runs on post-Y2K surf nostalgia, lo-fi graphics, the @ sun logo and upbeat slogans like "Tell Your Friends You Love Them", stickered across London, and it represents both London and Mount Maunganui, as its 2024 adidas Superstar spelled out on the insole. Collaborations with NTS Radio and Noah followed, and in August 2026 it came full circle with a Stüssy capsule. Shop brand-new Always skirts, dresses, shirts, hoods, skate pants, bags and accessories, all 100% authentic.