# NOT YOURS TO CARRY™ (NYTC)

> CONVERSATION. AWARENESS. APPAREL.
> Official website: https://notyourstocarry.com
> Contact: hello@notyourstocarry.com

## Overview
NOT YOURS TO CARRY™ is a British recognition-led lifestyle and apparel brand based in London, United Kingdom. The brand gives language to things people inherit, carry, tolerate, laugh about, or rarely say aloud.

### What It Is NOT
- NOT a therapy clinic, counselling service, or mental health provider.
- It does not diagnose, treat, heal, or psychologically analyse visitors.
- It avoids wellness and therapy clichés (e.g. "healing journey", "inner work", "emotional regulation", "fix yourself").
- NYTC notices and provides recognition through intelligent cultural observations and organic cotton apparel.

## The Customer Journey
Recognition → Identification → Conversation → Belonging → Commercial Object

## Core Brand Phrases & Observations
- **I THOUGHT IT WAS JUST ME.**
- **NOT MINE. JUST INHERITED.**
- **GOOD PEOPLE. COMPLICATED FAMILIES.**
- **WE DON’T DO SMALL TALK.**
- **I’M LISTENING.**
- **TELL ME EVERYTHING.**
- **WEAR WHAT WE DON’T SAY.**
- **SOME THINGS AREN’T MINE TO CARRY.**
- **I WAS ALWAYS THE STRONG ONE.**
- **I CAME FOR DINNER. NOT THE FAMILY DRAMA.**
- **I’M NOT THE FAMILY PEACEKEEPER.**
- **I’M ALLOWED TO CHANGE MY MIND.**
- **I DIDN’T START THE CONVERSATION.**
- **NO FOLLOWERS REQUIRED.**
- **ME TOO.**

## Materials & Garment Specifications
All NYTC garments are crafted with verified sustainable blanks in timeless Cream, Oatmeal, Washed Black, and French Navy palettes:
- **Classic Crewneck Sweatshirt**: Stanley/Stella Changer 2.0 (SKU: STSU178), 350 GSM, 100% GOTS-certified organic ring-spun combed cotton, brushed fleece.
- **Heavyweight Hoodies**: Heavyweight 100% organic cotton fleece with lined hood and kangaroo pouch.
- **Everyday T-Shirts**: 100% organic ring-spun combed cotton jersey in natural off-white drape.
- **Everyday Canvas Tote**: 100% organic cotton heavyweight unbleached canvas.
- **Artisanal Ceramic Mugs**: 350ml glazed stoneware ceramic designed for hand-cradled comfort.

## Sustainable Fulfilment & Packaging
- Plastic-free packaging.
- Dispatched sustainably from the United Kingdom.
- Zero polyester blends in core fleece garments.

## Commercial Positioning (Retail Pricing)
- Organic Cotton T-Shirts: £45
- Crewneck Sweatshirts: £85
- Heavyweight Hoodies: £95
- Everyday Organic Canvas Tote: £38
- Ceramic Stoneware Mugs: £24

## Current Release Status
- Status: Drop 01 coming soon ("First Drop — Coming Soon").
- Priority Allocation: Available via newsletter signup at https://notyourstocarry.com/#newsletter