PARADIGM, founded by Matthew W.F. Senior in 2019, is the luxury fashion house division of NOT ENOUGH KNIFE.

Designed to integrate seamlessly with your day-to-day life, our quality-driven clothing & lifestyle pieces are stitched to perfection, and hand-finished in Los Angeles. Focusing on every last detail, from the yarns & colour palettes, to materials & form factor, we understand that clothing should allow you to express yourself to the fullest, whilst allowing you to feel comfortable, and confident. Our pieces are both understated, and expertly crafted, promoting personal growth, and encouraging you to flourish, in our tireless attempts to solidify mental health.

All of our pieces are unisex, in our all-inclusive need to combat & abolish gender stereotypes. As of yesterday, everybody deserves to be themselves.