About Us

Not Magic is a studio and a shop and a concept.

We’re here for people who deeply appreciate simplicity, beauty, and authenticity.

We’re here to elevate your life through mindfully curated fashion and independent design.

In the words of renowned designer Charles Eames,

“Art Resides in the quality of doing, process is not magic”


The Not Magic ethos is rooted in artful minimalism.

The mission is simple: to help people feel confident in what they wear.

And to experience the joy of cultivating an intentional life.

The Not magic style is playful, yet timeless. Bold, yet minimal. Artistic, yet accessible.

Our curated selection is chosen according to quality, originality, timelessness, and wearability.

We see beauty in imperfection. We see beauty in the process of making. We see beauty in the people who make.