Founder, Noah Leeds

Noah started Project 24/17 as a way to chase a dream and spread some smiles in February of 2023. Its name derives from the message of "It takes 17 muscles in your face to smile and you should use them 24/7."

Our Mission:

Project 24/17 is more than just a clothing brand, it is a movement. We are striving to create a brand with a deeper meaning. We want to remind the world to smile through our clothes, content, and actions. Help us spread our message even in the simplest ways. Remember to smile, it looks good on you :)

Rep Our Message!