In 2022, a movement was born from pain, yet rooted in hope. Our founder's personal battle with PTSD and depression exposed a harsh reality: the systems meant to support those in mental health crises often fall short. Through travel, community, and the courage to share his story, Cam found his way back to the light and discovered his purpose.

Not Today exists because too many men are suffering in silence. In the United States and Canada, males make up 50% of the population but account for nearly 80% of all suicide deaths. This disparity underscores a silent epidemic of male mental health struggles. We envision a world where men can openly discuss their challenges without shame or judgment, replacing isolation with connection.

Every purchase you make directly funds our mission to support those battling mental health challenges through purposeful giveaways, meaningful collaborations, and tangible resources for those who need it most. When you choose Not Today, you join a movement dedicated to breaking the stigma surrounding men's mental health, one conversation at a time.

We envision a world where mental health is discussed as openly as physical health , where no one suffers in silence.

Not Today is building the largest community of men's mental health advocates on the planet. We're creating a future where men have the tools they deserve to better themselves and live lives free from negative ideation.

Our vision extends beyond merchandise to a multifaceted movement with weekly meetings, fitness events, wellness retreats, and large-scale gatherings tailored to empowering men in today's rapidly changing society.

Through our "Inner Circle" - a powerful community of influencers, athletes, entrepreneurs, psychologists, and thought leaders - we're orchestrating a cultural shift in how society addresses men's mental health.

Now in 2025, Not Today is recognized globally in Bali, Australia, Canada and the US, serving as community hubs for connection and mental empowerment.

By 2026 we aim to open primary retail locations in Canggu, Kelowna and Los Angeles to serves as hubs to our mission.

We're creating spaces where stories of triumph over mental health challenges become catalysts for widespread transformation.

Not Today is more than just a clothing brand. We are a movement with purpose woven into every thread. We believe in the power of authentic connection, and our community is our strength. The Not Today "Inner Circle" brings together influential voices from all walks of life - professional athletes, musicians, artists, entrepreneurs, coaches, and mental health professionals. Together, we create a think tank for innovation and impact.

We share the truth about mental health through powerful visual storytelling. Each influencer collaboration includes personal videos where they open up about their successes and mental health struggles, breaking down stigma with every view.

Our approach to sustainability is rooted in methods that minimize environmental impact while allowing us to respond quickly to the needs of our community.

Most importantly, when you wear Not Today, you join something bigger. It's a visible signal to others that it's okay not to be okay, and that together, we can choose a different path.