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."