Our Story — Veteran Founded Apparel in Kansas City, MO
"Forward is a direction, not a destination." — Born from service, forged for the trail.
The Invisible Rucksack
Forward March wasn't born in a design studio or a corporate boardroom. Its roots trace back to the dust of Operation Iraqi Freedom.
Between 2006 and 2010, I served on active duty in the U.S. Army as a Corporal in the Field Artillery, deploying to OIF in 2008. When you take off the uniform, the weight doesn’t disappear. It just changes shape. Some of us carry it quietly; some of us collapse under it.
Coming home is often portrayed as the end of the journey, but for many veterans, the return to civilian life is a new battlefield. The loss of structure, the haunting memories, and the struggle to find purpose can push you to the edge. We started this veteran owned clothing brand not just to design rugged, comfortable military graphic tees and pocket shirts, but to open an honest dialogue about the invisible rucksack many of us carry after the dust of deployment settles.
"Recovery is a march, not a sprint. Apparel is the medium; awareness, trail therapy, and community resilience are the mission."
Honor The Fallen. Support The Living.
Every shirt, hoodie, and piece of gear we curate carries this ethos. We don't make clothes for pristine runways. We make gear for early morning fog, red clay dust, rain-soaked mountain ridges, and the quiet satisfaction of putting one foot in front of the other.
As a veteran mental health apparel initiative, our mission is simple: you are not alone on the trail. Check in on your squad mates. Carry the weight together. Keep moving forward.
Discipline of Service
Built on the exacting standards of military service. Uncompromising durability in materials, reinforced seams, and craftsmanship.
Trail & Nature Therapy
We believe movement and the outdoors are essential to processing combat stress, finding mental clarity, and building resilience.
Veteran Resilience
Dedicated to raising awareness for veteran mental health and breaking the stigma of asking for backup when times get dark.
Direction, Not Destination
We celebrate every single step forward, no matter how small. Forward is a direction, not a destination.
Frequently Asked Questions
Is Forward March 100% veteran-owned and operated?
Yes. Forward March was founded by Joshua Harrison, an active duty U.S. Army veteran (Corporal, Field Artillery 2006–2010, OIF 08 deployment). The brand is operated independently in Kansas City, MO.
Where is Forward March apparel designed and fulfilled?
All concepts, graphic typography, and military designs originate in Workshop No. 4 in Kansas City, MO. Orders are printed on-demand with premium direct-to-garment eco-friendly inks and fulfilled from USA facilities with fast 24–48 hour dispatch.
What causes and veteran initiatives does Forward March support?
Our core mission is focused on veteran mental health, combat recovery, and outdoor trail therapy. We champion the "Invisible Rucksack" message to reduce veteran suicide and encourage connection through rucking and outdoor therapy.
What makes Airlume combed cotton superior to standard shirt cotton?
Standard merchandise shirts use carded open-end cotton, which is rough, heavy, and shrinks unpredictably. We use 100% Airlume combed and ring-spun cotton, where 2.5x more impurities are removed, yielding an exceptionally smooth hand feel, breathability, and long-lasting shape retention.
What is your 30-Day Trail Guarantee and return policy?
We stand behind every stitch. If your gear doesn't meet your expectations for fit, comfort, or durability, we offer 30-day hassle-free exchanges and returns. Free shipping is provided on all US orders over $50.
Joshua Harrison
Founder & U.S. Army Veteran
"We test our gear against rain, dust, and time so you never have to second-guess your kit on the trail."