Always Sorry Apparel was founded in August 2024 in Ogden, Utah, with one mission: to embrace the emotions most people are told to hide.

In a world obsessed with toxic positivity, we believe it’s okay not to be okay. Sadness, anger, grief — these emotions are just as real and valid as happiness. Always Sorry is about honoring every part of yourself, even the messy, complicated sides. Our designs are raw, bold, and unapologetically honest — made for the ones who refuse to fake a smile just to fit in.

We’re not here to sell a fantasy. We’re here to offer a community where you're accepted exactly as you are.

Wear your heart on your sleeve — even the broken parts.

Always Sorry isn’t just clothing. It's a statement.