About 4PM

4PM Gelato is a lifestyle clothing brand inspired by the Italian ritual of slowing down and savoring the moment.

Rooted in nostalgia and community, our pieces reflect the ease of afternoon breaks—gelato in hand, coffee or a spritz with friends, and sun-soaked days that turn into golden evenings. Designs in soft pastels with a retro, playful touch, our collections—including our signature gelato hats—are made for effortless, laid-back living.

We create clothing for the in-between moments—the pause, the unwind, and the everyday escape. At 4pm, we source only 100% natural, ethical, and sustainable fabrics, ensuring a sweeter experience for you and a healthier home for our planet.

Spontaneous afternoon meet-ups that turn into golden hour memories
Swimwear and sun-soaked beach days that drift into sunset
Slow days with casual style that somehow becomes the most meaningful

4PM Gelato is not just what you wear. It’s how you live.