The journey of Not Just North began not as a business venture, but as a deeply personal narrative—a way of navigating a world where I often felt like an outsider. Over time, I learned the power of celebrating my own unique path and embracing a life that honored authenticity. Not Just North was born from that spirit: a brand that empowers each of us to live our own truth with our heads held high.

For me, this is about much more than crafting or creating; it's about creating pieces that inspire connection and spark meaningful conversations. My hope is that each item brings confidence to the wearer and opens doors to genuine, impactful exchanges. We’re all Travelers here, moving through life, each with our own story to tell. Together, we form a community where diversity is celebrated, where confidence is shared, and where everyone can feel safe to be exactly who they are.

At Not Just North, my mission is to provide a nurturing space for every Traveler to explore and embrace their unique identity. Let’s stand tall together, one piece at a time, as we walk this journey of authenticity and connection. - Justin