The collections of 404 Not Found, a new fashion brand, romanticize the idea of freedom and embody it in the philosophy of error. If you can afford to make mistakes in life, you are a free person. A daring, courageous, aristocratic, sometimes wild, but equally romantic style of clothing offered by the young St. Petersburg brand was created for those who pursue freedom and willfulness as the meaning of life. The credo of 404 Not Found can be worded as: «Initially incorrect actions represent a conscious need for freedom».