Always Do What You Should Do (Always) a London-based surf skate brand founded by New Zealander Nick Mason. Bold graphics with uplifting messages, Always is deeply rooted in surf and skate culture, becoming a global force for positivity and empowerment. Now synonymous with UK youth culture, the brand has collaborated with adidas, Loyle Carner, NTS Radio and NOAH. From screen-printing workshops to fashion-forward collections, Always continues to spread its message of inspiration and community worldwide.