Mental Health Advocacy & Community Support
Content, campaigns, and partnerships that promote mental wellness, especially for men, veterans, athletes, and creatives.
Public speaking, podcast appearances, and real conversations on taboo topics.
Apparel & Lifestyle Products:
Premium clothing line that reflects the “Not Today” mindset - resilience, edge, and authenticity.
Items include oversized streetwear, high-quality gym wear, and curated drops inspired by culture.
Veteran & Athlete Partnerships:
Collaborations with ex-military, pro athletes, and first responders to amplify mental health messaging.
Custom collections and storytelling focused on lived experience and real struggle.
Fitness & Wellness Coaching:
Guided fitness programs, training partnerships, and performance-based resources.
Lifestyle content encouraging physical health as a form of mental resilience.
Retail Store & Coffee Hub (Upcoming):
A physical space launching in Kelowna that combines retail, coffee culture, and community.
Inspired by modern Bali vibes and KITH-style boutique experiences — music, streetwear, mental health conversations, all in one place.
Media & Content Production:
Branded storytelling, campaigns, reels, and doc-style content created in-house to inspire connection.
Social media platforms used as a tool for impact, not vanity.
Collaborations & Limited Drops:
Joint ventures with creatives, musicians, artists, and global brands to create culture-driven pieces.
Drops that sell meaning, not just merchandise.
Not Today Brand Inc. is a lifestyle and mental health movement built for the bold. The brand speaks directly to those fighting silent battles. Founded by Cam Swaisland, it was born from personal pain and a deep belief that “Not Today” means choosing to keep going even when everything says quit. It exists to create space for real conversations, raw emotion, and relentless resilience.
Blending premium streetwear with purpose, Not Today delivers more than just apparel. Every drop, post, and partnership makes a statement. From oversized box-fit tees and gym gear to storytelling with veterans, athletes, and creatives who have faced adversity, the mission is to break the stigma around mental health and turn struggle into strength.
Not Today builds community through content, experiences, and culture. Its work connects people who have felt alone, left out, or like they were carrying too much. The brand shares real stories, produces powerful visuals.