About Us

 404 – NOT FOUND. NEVER ORDINARY

We’re not your daddy’s fashion brand.
We’re 404 – the error code that says:
You don’t fit the system. You break it.

---

AARU404 was born for the ones who never felt seen.
For the outsiders, the overthinkers, the uninvited, the unfiltered.
Our drops are dark, defiant, and dangerously bold —
designed to whisper rebellion in your wardrobe.

We don’t follow trends. We reject them.
Each piece is a limited drop — crafted with intent, not mass-produced for the herd.
If you’ve ever been told to “tone it down,” this is your loud response.

This isn’t fast fashion. This is a signal.
This is your aura waking up. 

---

Welcome to Aaru404.
You’ve been found.
Now wear it like you mean it.