Never Off × House Mag — A Frequency in Motion
“Look for what you notice but no one else sees.” — Rick Rubin
That line became the spark behind one of our most meaningful collaborations.
It all started on a night at D-Edge, when Helena Póvoa, founder of Never Off, came across a project that caught her attention — the Open House Mag.
“I saw some of the best sets of my life,” she recalls, “but I didn’t even know who those people were.”
Later she discovered that the Open House Mag was a contest created by House Mag, Brazil’s largest electronic music magazine.
The concept was simple but powerful: give emerging DJs from across the country the chance to submit their sets and stories, go through a selection process, and perform on stages of national visibility.
Moved by the idea, Helena reached out to one of her contacts at the magazine, scheduled a meeting, and presented the Never Off proposal: a brand built on sound, frequency, and movement.
House Mag understood the vision instantly.
From that meeting, a partnership was born.
Never Off sponsored Open Maceió, a three-day event where the contest’s winners became the headliners. Each DJ received a custom-designed Never Off shirt, a wearable piece of their journey.
While in Florianópolis, Helena had the chance to visit the House Mag Academy, diving even deeper into the ecosystem that nurtures new talent in the Brazilian electronic scene.
Shortly after, the collaboration reached a new height: the House Mag Festival at Surreal Park, Balneário Camboriú: the largest club in the world.
On September 20th, 2025, the festival gathered more than 16,000 people across six stages and over 14 hours of music.
At the festival, Helena herself took part behind the counter, personally selling the Never Off pieces, to feel the crowd, hear their stories, and understand who connects with the brand when the music takes over.
For Never Off, it was a debut: our first official appearance as a brand, invited by House Mag to join their official storeand release an exclusive capsule drop.
Limited. Conceptual. Sold out.
It was an honor to be part of such a moment: a celebration not just of fashion or sound, but of everything that happens between the two.
Always connected. Never off.