◼ ABOUT ZEROFOUR

We didn't set out to start a clothing brand.
We set out to put the phone down — this was the excuse.

It started at a dinner table where four people were in the same room and none of them were in the same conversation.

That's not a metaphor — it was a Tuesday. Everyone's face lit blue by a different screen, everyone's attention routed somewhere else. We'd spent years building content about tech — the tools, the trends, the endless scroll. It took one quiet dinner to notice we'd been part of the problem we kept writing about.

So we picked the most honest name we could find: 404. The error you get when the thing you asked for isn't there. Except the thing missing wasn't a webpage — it was us, present, in our own living room.

"If a shirt could make one person put their phone face-down at dinner, that felt like a better use of a t-shirt than most."

Zerofour became the outlet: retro-tech apparel that says the quiet part out loud, worn by people who see themselves in it. Every '404: Attention Not Found' tee is a small confession — and an easier opener than "hey, can you put that away?"

Who's Behind It

Zerofour is run by a small team based in Morocco who talk about tech for a living and are still relearning how to put it down. We're not experts who fixed this — we're the ones still figuring it out, which is exactly why the tone here is confession, not lecture.

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