The story Behind NOGG
There’s a moment that changed everything for us. It happened on an ordinary day—well, as ordinary as a day can be when you're a mom trying to raise a bold, beautiful, completely original little human in a world full of pink bows and glittery expectations.
We were at a kid’s spa birthday party. My daughter, surrounded by pastel pinks and princess tiaras, looked up at me with a mix of curiosity and quiet rebellion. “Mom,” she said, “I don’t want makeup. I’m already cool.”
And that was it. Right there, in the middle of a sea of sparkles, she reminded me of something we all need to hear: we don’t have to fit the mold to be powerful.
That’s When NOGG Was Born
That moment became NOGG — short for No Girlie Girl — a brand, a movement, and a mission to support girls like her (and maybe, like you too).
Girls who’d rather be fearless than flawless. Girls who find their power in mountains, in waves, in muddy trails and late-night ideas — not in anyone else’s expectations.
Why NOGG Exists
We created NOGG because the world needs more space for girls who don’t check the "girlie" box — and don’t want to.
We’re here to celebrate individuality, courage, and wild adventure — and to give girls the gear, the community, and the role models that reflect who they really are.
This isn’t just about clothes. It’s about belonging. It’s about showing up, loud and proud, in a world that tries to tone you down.
More Than a Brand — A Movement
At NOGG, we’re building something deeper than fashion:
- 🧗 A community of girls and women who break stereotypes
- 🌍 A platform that gives visibility (and revenue) to real athletes doing real things
- 💛 A mission to give back — with our NOGG for Good line directly funding sports access and mentorship programs for underrepresented girls around the world
Whether you're hiking a mountain, surfing your first wave, coding your first app, or just learning to say no with confidence — you belong here.
Join the NOGG Club
This blog is where we’ll share stories that matter. From behind-the-scenes design inspo to profiles of incredible girls, tips for raising fearless daughters, and conversations about being unapologetically you.
We’re just getting started. And we want you with us from the very beginning.
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No pink. Just power. Always.
#FearlessByNature #NOGGClub
