Negation Normal Form® | Brand Story

What is Negation Normal Form®?

Negation Normal Form® is named after a concept in logic: negation normal form, a way of rewriting a statement into a clearer structure without changing its meaning. We use that idea to think clearly, then build from there.

“Normal” is rarely neutral. It’s a set of expectations about how to look, how to work, how to behave. Over time, those expectations start to feel like a standard. We’re not here to sell an attitude as an aesthetic. We’re here to do something more practical: look at the rules we inherit, keep what works, and drop what doesn’t.

Drop their “normal”. Turn up your own vibe.

Founded in the UK in 2021, Negation Normal Form® later established a studio in Hong Kong. It keeps us close to a wider mix of scenes and makes it easier to collaborate with artists across regions. We work through clothing, imagery, and events. We work with people across disciplines, including art, music, writing, performance, and spatial projects. We review the default settings—keep what works, change what doesn’t. Less pretending, more clarity; less pressure, more agency.

We’re not interested in telling you who to be. We’re interested in creating room for you to be more like yourself, on your own terms.

Negate the norm.
Not to oppose everything, but to stop living by expectations you didn’t choose.

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© 2026 Negation Normal Form®

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Discover Negation Normal Form®'s signature tone: Light Grey.