DNF means “Did Not Fail.” Because every time you get a chance to move your body or mind - you're winning
About the brand
It started with three little letters: DNF — Did Not Finish.
A phrase borrowed from running, sure, but the more we sat with it, the more it started to mean something else entirely. Because honestly? Fair enough. You didn’t finish — life happens. That doesn’t mean you failed.
We made DNF because we wanted to shift the focus. Away from grind culture, from finish lines, from "go hard or go home." And toward the simple, overlooked fact that being able to move your body in any way is a privilege. One that supports your brain, your mood, your life.
Designed around mental health, made for real life, and printed locally in Edinburgh. We want to work with charities doing research into Alzheimer's and Parkinson’s - conditions that have affected people close to us, because we believe movement supports more than just muscles.
Intentional design
Everything we do starts with why
Made with care
We believe in building better
A team with a goal
Real people making great products
who's behind this
We’re Anna and Vaidas, a couple from Edinburgh who’ve both had our fair share of ups, downs, and everything in between. Vaidas used to smash out wild 60km hill runs fuelled by porridge just for the fun of it. Anna is an ex-strength coach, a designer, and now back to feeding people - because everyone runs better on snacks. Passionate about brain health, movement, and the power of good words.
Life happened, plans shifted, goals changed and sometimes starting over means just a relaxed 3k with zero pressure (definitely not 60k right now). We’ve learned it’s not about racing to the finish, but about moving however you can and enjoying the journey.
So, we made DNF, a little brand by two people who get it, sharing tees for everyone done with the grind but not done with movement.
