"It's still today" was conceived while living in a modest shack community of raft guides within the mountains of Western North Carolina. The message began with stressful complaints of coworkers, and the simple yet reassuring thought that articulated itself as, "don't worry, it's still today."

      Over the years, It's still today has donated a portion of profits to organizations that help provide access to and protect the outdoors. After taking a couple years off, we are back and ready to continue on this mission!

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          Mission: To spread a message of optimism while supporting the natural                                  environment and involvement in the outdoors with more sustainable products.

 

          Vision: To be a change-agent in a consumer paradigm shift to more sustainable                       and service-minded purchasing.

 

Goals:

• To select organizations or causes that work to reverse the effects of anthropogenic climate change to donate a percentage of sales to.

• To function as sustainably as possible, hoping to achieve carbon neutrality through recycled merchandise and offset donations.

• To inspire conscientious consumption.

• To inspire life without excess.

• To inspire a mindset of living in the present that coexists with mindful forethought.