NOTW was founded in 2001 by Aurelio F. Barreto III,
founder and former CEO of Dogloo Inc.
The NOTW logo is commonly seen as a white window
sticker on vehicles in the Southern California and
South New York (Yonkers) area.
The phrase "Not of this World" comes from
The Gospel of John. According to John, before Jesus
was arrested, he prayed for his disciples, and in
that prayer he said "I have given [my disciples]
your word and the world has hated them, for they
are not of the world any more than I am of the world.
My prayer is not that you take them out of the world
but that you protect them from the evil one. They
are not of the world, even as I am not of it. Sanctify
them by the truth; your word is truth." (John
17:14-17) This concept of being sanctified by God
for sticking to "the truth," removing
oneself from the standards of this world and instead
living by God's standards, is what is implied by
the phrase "Not of This World."