Not Going Back
Not Going Back is a streetwear clothing brand that is capturing the energy of the 2024 presidential election – and turning it into action. This low profit brand is made to active genz and millenial demographic, a key voting block for the election, with a style designed by genz and millenials themselves. Taking inspiration from the 'brat summer', memes, and viral moments, Not Going Back is trying to deliver on Harris's unofficial slogan - "We're not going back!"
Team
Josh Decker
KT Estep
Bob Krcmarevic
Deliverables
Brand Identity
Merch Design
E-Commerce Website
Clothing that checks if you’re registered to vote.
CHALLENGE
Not Going Back aimed to tap into the political energy of Gen Z and millennials during a pivotal election cycle. With a quick shift from Biden to Harris, they found a gap in campaign merch—most gear was designed for older generations. This brand needed to activate young voters with something they could relate to: accessible streetwear. On top of that, voter registration checks at checkout and a mission to donate half of profits to issue-based super PACs meant this brand had to balance both style and impact.
A 'brat' brand that delivers on threads you actually want to wear.
IMPACT
We created a brand that resonates with a key voter demographic, using fashion as a vehicle for voter activation. With near-cost pricing to ensure accessibility, Not Going Back's clothing became more than just merch—it became a statement. Through influencer-driven campaigns on TikTok and Instagram, the brand has reached a broad audience, inspiring engagement and voter participation. The result? A stylish, purposeful movement that’s driving the next generation to the polls and contributing to a more just future in the U.S. Currently partnering with Now This Impact and more to come.
