Over three years ago, we began this journey with the simple goal of creating workout gear. Physical fitness was a path to greatness we often pursued, a challenge that shaped who we are. But as we moved forward, we quickly realized that our message as veterans and to the veteran community carried just as much weight as the products we designed.

That realization led us to shift our focus. We began to honor those who embodied the relentless pursuit of greatness and upheld the core American values of freedom. From the heroic stories of the FDNY 3 Truck Crew and Air Force Combat Controller John Chapman to the legendary Marine Corps icon Chesty Puller, we proudly shared the legacies of those who inspired us.

As our message grew, so did its resonance. When the government doubled down on suppressing freedoms and promoting a monoculture, the urgency of our mission became undeniable. The catastrophic decisions that culminated in the Kabul Airport Terror Attack, claiming the lives of 13 service members during a failed evacuation, reinforced our belief that self-reliance is not just a virtue—it's a necessity.

We knew we had to keep pushing our message: You can't rely on anyone but yourself. By seeking personal greatness and building self-reliance, the decisions of others hold less power over your future. You become the master of your own destiny, no matter who is calling the shots.

Now, as we enter our fourth year, we recognize that we're still not where we want to be as a company. But we’re making meaningful strides. Seeing DIA grow into a national brand is a milestone we don’t take lightly. And it’s because of you.

Thank you for supporting us. Thank you for believing in our message. Thank you for honoring American heroes. Most importantly, thank you for making our country great by choosing to pursue your own personal greatness. Here's to the road ahead.