Well, folds of honor

has, it's a much bigger scale, but folds of honors given, um, $330 million in scholarships, 73,000 scholarships, 91 cents on the dollar all goes to the recipients.

And they give scholarships to the families of the disabled or fallen first responders or military members.

So it's a wonderful charity.

And what we've done is we've created, Dan had this idea for this brand, but the idea was to create a brand that not only raised money for them, but brought awareness.

So if you look at our logo, it's a triangular shape of the flag, which is the Folds of Honor logo with wings on it.

And the idea was to pick it up and take it places it couldn't go.

Tell me about some of the brands that have partnered with you.

I could do more because it really is a neat story.

yeah so 2013 you know i'm sitting in a folds of honor dinner gala that i was invited to and that because i was super passionate about folds of honor and for your audience it's not familiar they give scholarships to military and first responder uh families fallen and severely injured very good charity 73 000 scholarships given 300 million out the door and 91 cents to the to the recipient And I didn't fall in love with the charity at the gala.

I was a golfer, as we mentioned earlier, that I wanted to play a round of golf with Craig Stadler, the old Masters champ.

So I bought a round of golf with the Walrus, and I didn't realize that I bought a round of golf that was a pro-am on Memorial Day, and I spent the weekend with the troops and the military at a Folds of Honor event.

And that was kind of, I call it a patriotic awakening.

But I basically realized that the sacrifices these families make the not only the uh military member but the whole family and i walked out of there like how are we as americans not doing more for them and that was like my awakening and the thing that i i think i might have mentioned this when we talked last time everybody has a significant thing that happens to them whether their their mother gets sick or your child's got a problem or you know whatever that that's the charity you become passionate about Well, for me, it just dawned on me that every one of us benefit from what they're doing and we're not all helping them.

And I just had this moment.

So tell people what Volition does and how it does it.

Wow

... organization.

And so yeah, we decided that we wanted to build gear, clothing, apparel, um, that you could put on, and the, the logo and what you're wearing stood for something.

So it's not your typical cheesy flag shirt.

It's stuff you wanna wear.

We have amazing brand partners with Pum- Puma, Cobra, Luminox, Boast, uh, Gerka, Unreal, so we have a lot of big collabs to go with it, but it's really high-quality stuff.

And the logo, I don't know if you looked at the logo, but the center of it is the folded flag, and we took and put wings on it with the idea-

Mm

So with all of these different audiences who are either looking for a patriotic brand or they're supportive of Folds of Honor, or they just really like the quality of the product, how do you make sure that they experience the brand the same way? Or do you not care if they experience the brand the same way because it means something different to different people?

I think that, well, there's two ways to look at that, right? So the first piece is, well, there's a lot to that, but from a Why they like it, I don't know if I care.

It's as long as it means something to them.

So like I said, the three categories of what I think it means.

The experience is really important to me.

And I think you mentioned it in your opening about a political, the flag and politics.

And I believe that the country is more united than we think we are.

You talked a little bit earlier about neutrality, right? Is that the way that you stay patriotic without being political? Or are there other ways that you try to position yourself to truly separate those pesky P words?

I think you were a donor and won an auction or something to play golf with the whale, Craig

Sadler.

I bought a round of golf with Craig Sadler because I wanted to play golf with Craig Sadler.

And that, this is something, you know, you talk about growing up and naive.

And so this is something I was never taught as a young person, but I bought this round of golf with Craig Stadler.

And I didn't know it was going to be a pro-am on Memorial day.

And it was a threefold of honor.

Do you have any regret around that? Or do you think because you were so assertive and confident and convicted in what you were doing, and you were clear about your boundaries, it didn't matter as much?