’Ride for the Brand’

When we started planning this merch drop, we knew we wanted it to be more than just clothing. We wanted it to tell a story—and reflect the values we live by every day.

We pulled from western and cowboy culture because it speaks directly to those values: loyalty, commitment, pride in your work, and integrity. Riders who don’t chase glory. They don’t ride for attention. They ride for the brand. That hit home for us.

Our participants and active-duty servicemembers embody that same truth. They don’t serve for applause. They serve for something bigger than themselves. They ride for the brand.

This drop represents each of those core values: loyalty, commitment, integrity, pride in your work. When you wear this merch, it’s more than just a shirt—it’s your way of riding for the brand, too.