Pronounced Standard One One (say the number “1” twice), we are an American made, Texas based, family run business who specializes in apparel, merch, and gear.

Our family includes an active duty American firefighter, a homemaker, a West Pointer, one at USAFA, and two still in high school...plus two dogs.

We have chosen to live our lives by a code, a standard, and it was from this dedication to living in such a way that Standard OneOne was born.

When we launched our initial line of shirts we had a mission in mind: remind the American people what we stand for as a unified, yet diverse, nation of people. A people who have always lived by standards and have stood out as a beacon in a global storm.

Not all Americans live by the same standard but diversity can be a positive and synergistic force. Teammates of the Standard OneOne brand are identifying themselves as living their lives by a set of standards which we consider critical in the current chaotic world.

We wanted to represent these concepts while infusing style and comfort our teammates want to put on and proudly wear.

When you wear the Standard OneOne brand (or “fly our flag” in our parlance) you are telling the world that you have a defined standard by which you live. You are, therefore, flying YOUR flag when you wear our branded apparel.

Now, you are not saying exactly what YOUR standard is, just that you have one and you live your life by YOUR chosen standard.

Seems simple enough but you might be surprised how few people can recognize and identify their own standard.

As proud Americans you will find a strong patriotic theme weaving its way through our catalog. We believe that we are all Americans and, as such, all of our beliefs (although different) are predicated on our shared identities as Americans.

We Americans are far from perfect, but we are by far the best in many ways in this world and we are proud of our shared American identities.

Our social and professional background is one of service. Our company is owned and operated by an active duty American Firefighter. We have family tree branches in the military, law enforcement, firefighting, medical, business, and Unionized labor communities. Service courses through our veins and our approach to our teammates (customers to other businesses) is reflective of our background.

Our designs are also reflective of our background. Elements of Americana, the trades, first responders, and our military branches will often be woven into designs.

Our designs, however, are intended for EVERYONE.

There will also be times a “Tribute” shirt design will be posted for a fallen firefighter, police officer, or service member. When Tribute shirts are posted, they will be clearly marked and distinct in appearance. All proceeds from Tribute shirts will go directly to the families of our fallen. Simple as that.