About the brand
Streetwear with a message
We design clothes that look clean and carry meaning. Pieces you reach for daily—cuts that move right, details that say something when you’re up close.
The name NeverLoseFace comes from real life. We all take hits—friends switch up, love gets messy, money gets tight. Through all of it: keep your face. Stand tall when it’s easier to fold. We want to normalize staying solid, even when the world expects you to break.
This brand is a reminder and a challenge: own your story, wear it loudly, stay true. If it’s not honest, it’s not us.
The brand we couldn’t find
People & Story behind
Founded in 2023 by Carmelo, built together with Jason. We were both after more than clothes—a label that reflects how we move on and offline. When we didn’t see it out there, we made it.
How we work
Shared vision, different lanes. Carmelo sets the pace and spirit of the brand; Jason steers creative direction. Every drop is a joint call. No egos—just the best idea on the table.
What we’re here for
Sharp design with real intent. Pieces that carry weight, made for real life, not just the timeline. High standards without gatekeeping—quality as the baseline, community at the center.
The code: Stand tall. NeverLoseFace.
Built for eternity
made to perfection
Not just design—construction. We spec heavyweight fabrics, tight knits and clean finishes, reinforce stress points, and fit-test until the movement is right. The feel, the fall, the finish—built so your favorites stay your favorites. Colors hold, shapes keep their line. One season isn’t the goal. Heavy rotation is.
Founded & First Drop
2023
Carmelo founded the Brand and released the first drop "NLF Roots" in summer '23. The Vision: Streetwear with a Message.
First meet
Late 2023
Carmelo and Jason meet up for the first time, instantly sharing a vision for their future. Pure hearts capsule started our journey.
All or Nothing
2025 - now
Our biggest year yet. Full collections with all out concepts. A new era of creative scope and a broad product range.