Pronounced Standard One One (say the number “1” twice), we are a new brand of apparel based on…well…you.

We launched one week ago and the number one question we have been asked is “what in the world is Standard OneOne?”

The short answer is Standard OneOne is a family-owned American lifestyle brand based on the idea that every person lives their life by a code; a standard. Since we all have but one life to live…you got it: Standard OneOne.

One life to live, one standard by which to live life; YOURS.

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 what exactly YOUR standard is, and neither are we, 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.