"LIVE NOW. FUCK LATER."

Our unique and original designs capture a powerful message: life is fleeting, so live fully in the moment. We translate this bold statement onto stylish, comfortable clothing and hats, ensuring you can enjoy life without sacrificing comfort. Our designs are truly one-of-a-kind, intended to remind you and your friends that "LiFE is NOW…". Embrace every moment, look stylish, feel great, and remember: tomorrow is never guaranteed.

Thank you !

Thanks to your support, a portion of the proceeds from our 'Fuck Cancer' design in ‘The NOW Cause’ has been donated to the Cancer Research Institute. With your continued help, we look forward to further supporting the fight for a cure. 

Click the button below to browse and purchase from the collection.

Buy 'Fuck Cancer' !NOW

Staff Picks & Fan Favorites

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Product Collections

  • The Original 'Fuck it' Women's Relaxed T-Shirt

    Sometimes you just have to say “Fuck it.”


    This tee brings that energy to your everyday style. Made from soft, combed, ring‑spun cotton, it delivers a relaxed fit that feels as good as it looks. Pair it with jeans for an effortless casual vibe, or layer it under a jacket for a bold business‑casual twist.

    Tell the world with yours 

  • Dress Accordingly Squiggle Sun Women's Relaxed T-Shirt

    The "Dress Accordingly" Squiggle Sun Relaxed Tee is positioned for the naturist community as a lightweight, breathable garment featuring 100% combed cotton, ideal for "in-between" moments when clothing is required. The design aligns with sun-seeking values, offering a comfortable, unrestricted fit suitable for the natural body movement prioritized in naturism.

    Shop your color 

  • The "UN Fuck it" Tee

    We’ve all been there—the moment where things feel cluttered, chaotic, or just plain wrong. But at LiFE is NOW, we don't wait for "someday" to fix it. The "UN-Fuck It" tee is more than a design; it's your personal call to action to reclaim the moment and start fresh, right now. Own it, Live it, UN-Fuck it.

    Shop your color 
  • Product mockup

    Fuck it Booney Bucket Hat

    "Fuck it" just has to be said sometimes. Why not protect yourself from the sun at the same time. Perfect for golf, beach or fishing. Let the world know you are living in the moment and willing to say "Fuck it" whenever possible!

    Shop your color & style 

  • ONE HEART

    Find out behind the scenes how this original logo was designed and what we hope it stands for.

    Read about ONE HEART 

  • One Goal Down Tie Dye Tee

    Classic 60's Style Tie Dye Tee with our own logo originally designed for hockey players and those that love hockey, but the message is universal and timeless.

    Shop your style 

Random LiFE Rants

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Please check out (above) "Ways2GiveBack" for opportunities to help others.

"Random Life Rants" for our slant on all things life and day to day living.

"Videos" just because they're cool to watch.

WHAT TO EXPECT:

Each order you place is custom made and shipped.  Our partners work to produce your order and ship it within 2-5 days of your purchase. Please account for this as you await your delivery.  

** Please see Tire Cover product for details on shipping times to expect **