ADWYSD stands for Always Do What You Should Do. Behind it is Nick Mason, who grew up in New Zealand, where surfing and skating are just part of everyday life, and is now based in London. It started with screen-printed T-shirts made in a shared room in East London. Since then: lots of colour, simple graphics and lines like “Tell Your Friends You Love Them”.

There's an ongoing partnership with adidas: in 2024 a Superstar with “London” and “Mount Maunganui” on it, in 2025 the Pro Model ADV, in 2026 the Climacool 1.