404 Collection

The 404 Collection honors Atlanta, a city shaped by vision, ownership, and collective power. More than an area code, 404 represents Black excellence rooted in independence, creativity, and leadership.

From the first Black-owned radio station in the nation amplifying our voices, to the artists, entrepreneurs, and organizers who continue to shape culture and conversation, Atlanta has always been a place where ideas turn into movements. The 404 carries a legacy of self-determination and the belief that when we uplift our own, we rise together.

These tees and hoodies are designed for everyday wear, but they carry a deeper meaning — a reminder of where power comes from and how it’s sustained. Crafted for comfort and intention, each piece reflects pride, purpose, and the ongoing story of a city that leads without asking permission.

404 is more than a number. It’s a mindset.