About Us

Where failure isn’t hidden. It’s printed in bold.

Most brands sell you a dream. We’re here for the dropout who woke up mid-dream, confused, exhausted, and already three deadlines behind.

This brand didn’t come out of a garage startup, angel investment, or a five-year plan. It came out of burnout. It came from being lost. It came from real life.

404 THREADS started when Anas—a former engineering student—hit a point where nothing seemed to be going "right."
Failed exams. Ghosted opportunities. Days that bled into nights with nothing to show for it except another tab open and another spiral in motion.
At some point, he realized something: what if this error wasn’t the end of the road? What if it was a signpost pointing to something different—maybe even something honest?

That’s where 404 THREADS began. Not with success, but with failure that refused to stay quiet.

Why “404”?

You know that dreaded 404 – Page Not Found message?
That blank white screen telling you something’s missing, something went wrong, and you’re in the wrong place?

Yeah. That.

That error message perfectly captured how Anas felt about life.
And once he started talking to people, he realized how many others felt it too.

The name stuck. Because it wasn’t just a tech error—it was a metaphor. For failure. For being stuck. For wondering, “What now?”

So What Do We Do?

We turn that feeling into clothes.
Into statements. Into designs that are raw, weird, funny, vulnerable—real.

Every print on 404 THREADS carries something deeper than a graphic. It carries a story. A bad grade. A missed opportunity. A mental breakdown. A late-night overthink. A failed startup. A dream that fell flat. Or just that strange, weightless feeling of not knowing what you’re doing with your life.

This isn’t fashion pretending to be cool.
This is fashion that admits it’s falling apart and still shows up.

Who’s It For?

College Survivors
You’ve pulled all-nighters, aced nothing, and now can’t remember a single thing your degree taught you.

Creative Misfits
You were told to “be practical,” but your brain never stopped writing poems, drawing weird stuff, or dreaming up a side hustle no one believed in.

Underpaid Interns
You’re one Canva post away from a breakdown, but hey, at least the coffee’s free.

Jobless Legends
You're sending out resumes with three browser tabs open on “how to stay motivated.”

Parental Disappointments
You’re not Sharma Ji ka beta. You’re you. And that’s already hard enough.

Startup Survivors & Hustle Casualties
You tried to build something. It didn’t work. Then you tried again. And again. Welcome.

Desi Kids Abroad
You’re trying to balance independence and “log kya kahenge” pressure from two continents. That’s not just a life—it’s a psychological thriller.

If you’ve ever messed up. If you’ve ever quit halfway. If you’ve ever had a quarter-life crisis before hitting 25—this is your brand.

Why It Matters

Because we’re all tired of fake perfection.
We’re tired of pretending we have it figured out.
We’re tired of brands that only speak to the winners, the polished, the filtered.

404 THREADS exists because failure is real. It’s loud. It’s awkward. And sometimes, it’s hilarious.
We believe if life’s gonna throw errors at us, we might as well turn them into style.

Our clothes don’t just look good—they feel real.
Every drop comes with that “yep, been there” energy.
Minimalist. Moody. Funny. Existential. Nostalgic. Confused. Just like the rest of us.

We’re Not Streetwear. We’re Storywear.

We’re not here to chase trends.
We’re here to capture emotions.

Every piece we drop comes from something.
A night you couldn’t sleep. A semester you wish you could forget. A phase of life that felt like limbo.
We print those moments. We wear them proudly. We find each other through them.

So if you’ve ever stared at the ceiling wondering what the hell you're doing,
If you’ve ever laughed at your own pain,
If you’ve ever felt like you were buffering while the world moved on without you—

404 THREADS gets it.

You’re not behind.
You’re not broken.
You’re just on a different tab.

And you deserve to look good while figuring it all out.