Memorial Day is not about 30% off on a mattress!

So no sale for you from my new brand this Memorial Day.

A quick note:

This Memorial Day at XX-XY Athletics we decided NOT to offer you a big sale because that is not what Memorial Day is about. It is about honoring and remembering the commitment and sacrifice of members of America’s military services.

And whether you support a war or intervention or not, whether you are from a military family or not, whether you have served or you haven’t . . . it seems right and just to honor those who have made the ultimate sacrifice to defend our freedoms.

For me, that means offering assistance to those who have served, and their families who have sacrificed.

I wanted to find an organization that offers medical and financial support to these folks and I asked a few friends engaged with this community for advice.

Tulsi Gabbard recommended Special Operations Care Fund (SOC-F).

So from May 17-31st, we are donating 10% of proceeds to SOC-F, a non-profit supporting Special Operations Forces and their families.

The Special Operations Care Fund (SOC-F) serves the Special Operations Community by healing bodies, minds, and families. SOC-F was founded in 2014 and is a non-profit philanthropic organization, organized under Section 501(c)(3) of the Internal Revenue Code.

Their primary mission is to provide direct support to both active and retired members of the U.S. Special Operations Forces (SOF) Community and their families. SOC-F directs its primary funding towards addressing critical gaps in healthcare and family-related concerns. These programs save lives and give an opportunity for our elite military members and their families to experience life changing, transformative care.

I also asked one of my oldest and dearest friends, someone I trained with in my teen years, who married a member of the military. She was an old school hippie, went to Berkeley, and fell in love and became a military wife. As you might imagine, she wasn’t all that much like the other military wives on all the bases and all the places she ended up living. And she saw first hand what the families endured, what the soldiers coming home experienced. The lack of services. The high suicide rates. And so she started her own organization called Code of Support, which I partnered with on a program during my time as CMO at Levi’s.

My friend Kristy has moved on to other endeavors but I learned so much from her about why this matters. So I thought, this is the least I could do. Thanks, Kristy. You’ve got a heart of gold. And I’m proud to know you and there is more coming soon from/with the organization you introduced me to! (And hi to your dad, who reads every post and often writes to me with encouragement and thoughts!)

We’re just a tiny little athletic clothing brand. But we thought rather than blast everyone with major discounts we’d do our part in recognizing the sacrifices made by so many.

So if you haven’t yet checked out XX-XY Athletics, now is a great time! For ten more days, 10% of sales will go to support SOC-F. Or if you want to support them directly, you can do so here.

And if you use the code StandWithUs (my own special code) you’ll get free shipping on orders of $75+.