Rags of Honor

What Rags of Honor does

Rags of Honor LLC is a privately held, founder-owned (Mark Doyle) American apparel and coffee company headquartered in Chicago, Illinois, founded in 2003. The company's core function is to employ homeless and at-risk U.S. military veterans in the design, manufacture, and sale of patriotic apparel and coffee, providing living wages, housing assistance, education, and life-skills training; 125 veterans have been hired cumulatively since inception. Core products are 100% U.S.-made patriotic apparel — t-shirts, hoodies, long sleeves, tank tops, sweatshirts, beanies, and youth/toddler items — sold under the Rags of Honor brand at unit prices ranging from $9.99 to $48.99, with the limited-edition America 250 Collection (celebrating 250 years of American independence) as a current flagship line. The company also operates the Veteran Roasters sub-brand, selling packaged coffee (including Night Ops roast and Cup O' Joe Coffee) and running a Clark Street café, with a planned 16,000-square-foot brewpub, café, and roastery in the Pullman neighborhood expected to create 50–70 jobs.

The commercial model is direct-to-consumer e-commerce via a Shopify-powered storefront at ragsofhonor.us, supplemented by a Walmart retail distribution partnership formalized through founder Mark Doyle's appearance on Walmart CEO John Furner's podcast in November 2024. Marketing is mission-led, combining earned media (WGN TV, Chicago Sun-Times), event activation (United Center Military Appreciation Night with the Chicago Blackhawks), email capture, and organic social. Revenue mechanics are one-time transactions on apparel and coffee with no subscription component; transaction-based bundle discounts (up to 25% off multi-item purchases) are the primary pricing lever. Customer segments are horizontal: patriotic American consumers seeking quality American-made apparel, coffee enthusiasts buying purpose-driven coffee, and homeless/at-risk veterans as the workforce. The company has no disclosed funding rounds, no patents or trademarks on record, and no AI/ML capabilities — its differentiation is mission authenticity, U.S. manufacturing, and the proprietary veteran employment pipeline.

Name

Rags of Honor

Legal name

Rags of Honor LLC

Website

https://ragsofhonor.us

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Rags of Honor is a Chicago-based, founder-owned apparel and coffee company that employs homeless and at-risk U.S. military veterans to design and manufacture 100% American-made patriotic clothing and Veteran Roasters coffee, selling direct-to-consumer via Shopify and through Walmart retail.

Ownership category

akta.pro rank

Product category

Patriotic Apparel

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Workwear, Uniform & Protective Apparel Manufacturers (CRAAAAAH)

akta.pro secondary industries

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Workwear, Uniforms & Safety Apparel Cut & Sew (IMAOAEAC)

Keywords

• Patriotic apparel
• Veteran-made clothing
• American-made t-shirts
• Veteran employment
• Military-themed apparel

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Apparel Sales: Direct-to-consumer sales of patriotic t-shirts, hoodies, long sleeves, tank tops, and accessories through e-commerce website. Products feature patriotic and military-themed designs. Revenue is one-time per transaction with no recurring subscription component.
2. Coffee Sales (Veteran Roasters): Veteran Roasters coffee brand operates as part of Rags of Honor family, selling coffee products including 'Cup O' Joe Coffee' and 'Night Ops roast'. Coffee operations include retail locations and planned expansion of brewpub/café/roastery.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Rags of Honor designs, manufactures, and sells patriotic-themed apparel—including t-shirts, hoodies, long sleeves, tank tops, and knit caps—produced in the USA by homeless and at-risk U.S. military veterans. The company also operates the Veteran Roasters coffee brand, selling roasted coffee products through retail locations and a planned brewpub/café. All offerings are tied to a mission of providing employment, housing support, and life-skills training to the veteran workforce that produces them.

Product overview

Rags of Honor is a veteran-founded e-commerce company offering patriotic apparel and accessories, with products designed and manufactured by U.S. military veterans. The product portfolio centers on the America 250 Collection (limited-edition patriotic tees celebrating 250 years of American independence), the Classic Rags of Honor Apparel line (flag-themed t-shirts), Winter Apparel (hoodies, long sleeves, beanies), Kids T-Shirts, Stars and Stripes Forever collection, and various sweatshirts and knit caps. All products feature patriotic messaging and designs, with a mission-driven approach where purchases support homeless and at-risk veterans through employment, living wages, education, and life skills training. The company operates as a single unified e-commerce brand selling directly to consumers through its Shopify-powered online store.

Differentiator

Problem solved

Functional benefit

Brands

• Veteran Roasters: Coffee brand under the Rags of Honor umbrella that employs homeless and at-risk veterans, offering coffee products and operating café locations.

Products and services

• America 250 Classic T-Shirt Unisex patriotic t-shirt featuring a distressed '250' graphic with vintage flag treatment, 'America' script, and 'est. 1776' detail. Made with soft premium cotton and side-seamed construction. Available in Vintage Ivory, Navy, and Black for individual consumers.
• America 250 Classic Women's Relaxed Fit T-Shirt Women's relaxed fit patriotic t-shirt with distressed vintage flag treatment, 'America' lettering, and 'est. 1776' detail, featuring dog tags and flag mark sleeve graphics. Sold directly to female consumers.
• America 250 Mix & Match Bundle Bundle option allowing customers to mix and match America 250 Collection styles with tiered discounts of 15% off for 2 items, 20% off for 3 items, and 25% off for 4 or more items. Targets individual consumers.
• Charcoal 'Declaration Flag' T-Shirt Patriotic t-shirt featuring the Declaration of Independence text woven into American flag stripes, honoring freedom and history. Sold to consumers seeking heritage-themed apparel.
• Red 'Iwo Jima Flag' T-Shirt Patriotic t-shirt featuring the iconic Iwo Jima memorial flag graphic, designed for consumers wishing to honor Marines and military service.
• 'Land of the Free, because of the Brave' T-Shirt Statement patriotic t-shirt featuring 'Land of the Free, because of the Brave' messaging honoring military veterans who protect American freedoms. Sold to patriotic consumers.
• 'Kickin' Doors and Winnin' Wars' Unisex T-Shirt Patriotic graphic tee featuring the 'Kickin' Doors and Winnin' Wars 1776' phrase, designed and printed by veterans on U.S.-made shirts for everyday wear and patriotic holidays.
• 'A True Soldier' Flag Hoodie Hoodie featuring the message 'A true soldier fights not because they hate what is in front of them but because they love what's behind them.' Made from 100% combed and ringspun cotton. Supports homeless and at-risk veterans.
• Freedom Forged in Valor Hoodie Hoodie honoring the brave, crafted by veterans at a U.S.-based facility. Purchase funds living wages, education, and life skills training for homeless and at-risk veterans.
• R.O.H Romeo Oscar Hotel Hoodie Hoodie made from 100% pre-shrunk 80/20 cotton polyester blend, 9.5 oz with matching drawstring on double-lined hood and front pouch pocket. Made in USA by American Military Veterans.
• Classic Beanie Knit cap featuring embroidered Rags of Honor logo on front, available in multiple colors including Black, Orange, Brown, Yellow, and patterned versions. Designed for all-season wear by consumers.
• America 250 Classic Tank Top Sleeveless tank with distressed '250' graphic featuring vintage flag treatment, 'America' script lettering, and 'est. 1776' detail. Lightweight option for warm days and summer events.
• America 250 Hoodie Hoodie featuring the America 250 distressed vintage flag graphic design, celebrating 250 years of American independence. Available in Black, Navy, Military Green, and Red.
• 'Battle Flag' Unisex Long Sleeve T-Shirt Long sleeve t-shirt featuring a battle flag design. Made from 100% pre-shrunk cotton, 6.1 oz with double needle stitched sleeves and bottom hem.
• ROH Dogtags Unisex Long Sleeve T-Shirt Long sleeve t-shirt featuring ROH dog tag branding. Double-needle stitched sleeves and bottom hem. Made in the USA by American Military Veterans.
• Veteran Roasters Coffee Coffee brand under the Rags of Honor umbrella that sells roasts including Cup O' Joe Coffee and Night Ops roast, employs homeless and at-risk veterans, and operates café/retail locations in Chicago including a planned Pullman brewpub/café/roastery.
• Veteran Employment Program Integrated veteran support program providing employment, living wages, housing assistance, education, and life-skills training to homeless and at-risk U.S. military veterans through the company's manufacturing and coffee operations.

Quantifiable outcome

• 125 veterans hired and employed since opening
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• WalmartcoreGTM or Marketing Partner · 1 November 2024Major retail partnership with Walmart for product distribution. Founder Mark Doyle appeared on Walmart's The Huddle Podcast with CEO John Furner in November 2024 for Veterans Day episode, discussing the mission-driven company that supports veterans through meaningful employment opportunities. Partnership enables broader retail distribution of Rags of Honor products.
• Chicago BlackhawksminorGTM or Marketing PartnerMarketing partnership for Military Appreciation Night events at the United Center. Company participates in team-hosted military appreciation events providing brand visibility with engaged audience of sports fans and military supporters.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the rsofhonor.us online store. Shopify enables product listings, shopping cart, checkout processing, payment handling, and order management for direct-to-consumer sales.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Nine Line Apparel: Veteran-owned apparel company producing patriotic and military-themed graphic tees, hoodies, and accessories. Closely comparable to Rags of Honor on customer base (patriotic Americans, military families), product type, and mission-driven brand positioning.
• Article 15 Apparel: Veteran-owned apparel brand producing patriotic and military-inspired graphic apparel. Direct peer to Rags of Honor in product format (graphic tees, hoodies), customer segment (military/patriotic consumers), and veteran-founder mission-driven positioning.
• Ranger Up: Veteran-owned apparel and lifestyle brand with patriotic and military-themed graphics. Comparable to Rags of Honor on target customer (veterans, military families, patriotic consumers), product categories (tees, hoodies), and founder-led mission narrative.
• Grunt Style: Veteran-founded patriotic apparel brand selling t-shirts, hoodies, and accessories with American-themed graphics. Direct comparable to Rags of Honor in mission framing, product mix, and target patriotic consumer, though at significantly larger scale and broader retail distribution.
• Combat Iron: Veteran-owned athletic and patriotic apparel brand. Comparable to Rags of Honor on veteran-founded narrative, patriotic-themed graphics, and direct-to-consumer apparel model, with adjacent activewear positioning.

Broad incumbents

• Marine Layer: Casual apparel brand with a strong direct-to-consumer and retail presence, known for soft cotton tees and hoodies. Comparable to Rags of Honor on product format (cotton tees, hoodies), DTC e-commerce distribution, and casual American lifestyle positioning, though not patriotic-themed.
• Faherty Brand: American heritage-inspired casual apparel brand with DTC and retail distribution. Comparable to Rags of Honor on premium casual apparel pricing, USA-inspired branding, and direct-to-consumer e-commerce model, though broader lifestyle focus and larger scale.
• Buck Mason: American-made casual apparel brand with direct-to-consumer e-commerce and select retail. Comparable to Rags of Honor on USA-made positioning, DTC model, premium casual apparel pricing, and emphasis on quality materials — though broader lifestyle rather than patriotic niche.

Emerging players

• Black Rifle Coffee Company: Veteran-founded coffee and lifestyle brand with mission-driven positioning around military and first-responder communities. Highly comparable to Rags of Honor's Veteran Roasters sub-brand on coffee product, veteran employee narrative, and patriotic customer base.
• Tyr Apparel: Patriotic and military-themed apparel brand serving active-duty, veterans, and patriotic consumers. Comparable to Rags of Honor on customer overlap and patriotic graphic apparel focus, though larger and broader in distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RagsOfHonorUSA
• Facebookfacebook.com/RagsOfHonorUSA
• LinkedInlinkedin.com/company/rags-of-honor

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rags of Honor