O.T.H.E.R: A Veteran-Owned Brand Turning Service Into Purpose

Founded by leadership with more than 50 years of combined U.S. Navy experience, O.T.H.E.R was created with a vision that extends far beyond clothing. The company was established to bridge military culture with meaningful lifestyle apparel while continuing to support active-duty service members, veterans, and their families through direct community initiatives.

At its core, O.T.H.E.R represents the belief that service does not end once military duty is complete. Instead, the company promotes the idea that the values learned through military service, loyalty, resilience, teamwork, sacrifice, and discipline, can continue to create a positive impact long after active service has ended.

The brand’s leadership understands military life firsthand. Having collectively served decades in the U.S. Navy, the founders built O.T.H.E.R around experiences shared by countless service members who understand the importance of morale, connection, and support while deployed away from home. Those experiences became the foundation for a company rooted in authenticity and purpose.

More than just an apparel brand, O.T.H.E.R operates with a larger mission focused on supporting deployed military personnel through its in-house initiative known as Operation Give Free. Through this initiative, the company helps fund and distribute custom care packages to deployed sailors, soldiers, airmen, Marines, Guardians, and Coast Guardsmen serving around the world.

The care packages are designed to provide encouragement and support to military personnel stationed at sea, overseas, or in remote locations where connection to home can often feel limited. Every product purchased through O.T.H.E.R contributes toward helping fund these efforts, allowing customers to directly participate in supporting members of the armed forces.

“Our brand represents strengthening support and appreciation for our U.S. armed forces,” said Melvin Franklin, CEO of O.T.H.E.R “We served for decades in the U.S. Navy, and we continue to dedicate ourselves to supporting active-duty personnel and veteran communities. Through Operation Give Free, we want to remind deployed service members that their sacrifices are recognized and appreciated.”

O.T.H.E.R has positioned itself differently from many traditional lifestyle brands by focusing specifically on the military and veteran community. Its designs are inspired by military heritage, patriotism, camaraderie, and service culture while remaining accessible to civilians who want to support veteran-owned businesses and military-focused initiatives.

The company’s apparel and messaging are centered on pride in service and shared identity rather than trends alone. This approach has helped O.T.H.E.R develop a loyal and growing audience among veterans, active-duty personnel, military families, and supporters of the armed forces.

As veteran-owned businesses continue to expand across the United States, companies like O.T.H.E.R are helping reshape how entrepreneurship and military service intersect. Many veterans are increasingly building businesses that not only provide products or services but also continue the mission-oriented mindset developed during their years in uniform.

For O.T.H.E.R, that mission remains closely tied to supporting those currently serving. The company views its success not simply through sales growth, but through its ability to continue funding care packages and contributing to morale-building efforts for deployed personnel.

In addition to its charitable initiatives, O.T.H.E.R continues to grow its digital presence through social media campaigns, community outreach, and collaborations designed to strengthen connections within the military community. The company aims to expand nationally while continuing to prioritize veteran-focused initiatives and direct support efforts for deployed service members.

The leadership behind O.T.H.E.R believes that authenticity remains one of the company’s strongest advantages. As veterans themselves, the founders are able to speak directly to experiences and values shared by many within the armed forces community. That firsthand perspective has helped shape the brand’s voice, mission, and long-term goals.

While the apparel industry is highly competitive, O.T.H.E.R continues to stand out by combining military-inspired branding with a service-oriented purpose that resonates deeply with its audience. Rather than positioning itself solely as a fashion company, the brand emphasizes identity, connection, and continued service.

As the company looks toward future expansion, its mission remains unchanged: to support those who serve, honor military culture, and create meaningful opportunities to give back to the community that shaped its foundation.

About O.T.H.E.R

O.T.H.E.R is a San Diego-based veteran-owned apparel company founded by U.S. Navy veterans with more than 50 years of combined military experience. The company creates military-inspired lifestyle apparel while supporting deployed military personnel through its Operation Give Free initiative. O.T.H.E.R is committed to empowering active-duty service members, veterans, and patriotic communities through apparel, outreach, and continued acts of service.