Founded in Atlanta, Forever 404 is the private label brand of Hawks Shop. Here, we open doors to telling stories that go beyond the game of basketball to focus on the people that call Atlanta home. We believe in collaborating with homegrown talent who take our product and turn them into pieces of art, partnering with brands that breathe a similar energy to offer a fresh take on True to Atlanta, and staying relevant with the latest trends. Built by community, driven by culture is a mantra that navigates every decision when curating collections. At Hawks Shop, our product is the vehicle in which these stories are told and we’re excited to share new ones with our fans every season. 

 404. When you see it, you know.

The Forever 404 Essentials Collection is available now exclusively in-store and online.