About Us

The Real Origin Story

I'm standing in my kitchen, staring at $87 worth of meal prep containers I bought on New Year's Day with the purest intentions. Next to them: a half-eaten pizza from the night before.

That's when it hit me: the problem isn't that I failed. The problem is that I kept pretending I didn't.

Everywhere I looked, people were selling hope. "New year, new you!" "10X your life!" "Unlock your potential!" Meanwhile, most of us were just trying to remember to drink water and not doom-scroll past midnight.

HOPE NOPE started as a joke. A shirt idea. A comment to a friend: "Someone should make shirts about the gap between your plans and your life."

So I did.

Not to be cynical. Not to give up on goals. But to acknowledge that the distance between "I'll wake up at 5am" and "I hit snooze six times" is where most of life actually happens. And it's funny. And relatable. And weirdly comforting to know everyone else is in the same gap.

This brand is for:

• People who bought a Peloton and use it as a clothes rack
• People with 47 browser tabs of saved articles they'll "read later"
• People whose side hustle is still just an idea
• People who genuinely tried, and reality genuinely laughed
• Anyone tired of pretending their life looks like a LinkedIn post

If that's you: welcome! You're not failing at life. You're just living it honestly.

And honestly? That deserves a shirt.

Thanks for being here.

Ready to Wear the Truth?

Browse the collection of shirts that get it. No motivational BS. No toxic positivity. Just honest, relatable, hilarious takes on modern life.

Because if you can't achieve your goals, you might as well look good acknowledging it.