Our Story
There are moments — maybe more than we notice — when we catch ourselves saying it:
“Not bad.”
Catching a fish, even a little guy.
Kids asleep before 9 and the house is quiet.
The weather being better than the app said.
Sitting down after mowing the lawn and looking at the lines.
Hair did what it was supposed to.
We realized we were saying it a lot.
And eventually… it stuck.
That phrase — Not Bad — became a mindset.
One we started living.
One we wanted to wear.
One we wanted to share.
Not Bad isn’t about pretending life’s amazing.
It’s about noticing the small wins — the laugh during chaos,
the people who stick around,
the quiet satisfaction of simply getting through the day.
Shop the feeling. Wear the mindset.
Because it’s not about looking like you’ve got it all together —
it’s about moving through the mess with some peace, some perspective, and a little grit.
Not Bad is for anyone living in the middle space.
Not on top of the world.
Not at rock bottom.
Just figuring it out — one day at a time.
We’re not here to sell you a lifestyle.
We’re here to represent a feeling.
Based out of Sussex County, Delaware, Not Bad is a family-owned brand built on real life.
Grounded in everyday moments, Not Bad is more than a brand.
It’s a mindset — and now, it’s our mission to share it.
So the next time you catch yourself saying:
“Not bad.”
We hope you smirk and think,
"Oh… that’s what the brand means."
It’s not perfect.
It’s not polished.
But it’s Not Bad.