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this is it.

Nowrider / Now-rï-der

1. (noun) a person who takes playful action while being fully present in the Moment. e.g. “she surfs in the Moment as if she’s the wave itself, like a true Nowrider”

2. Nowriding; (verb) a state of mind that is simultaneously playful and attentive. e.g. “riding the Now” or to “Play Attention”

Our Mission

In a world of increasing digital distraction, Nowrider’s mission is to inspire offline, real world play and focus within the ever-present Moment.

Our apparel and accessories are designed to allow you to find your Flow in both sport and life.

We’re here so you can Play Attention.