Our story starts in Greater Pittsburgh PA, home to the founder Ethan Merritt. His inspiration for the brand has grown from his love of lifestyle photography,  adventure film production, and the people he  meets  while traveling for the military and back to his home in California.

First Victory Apparel represents a dream all of us have experienced, but may have forgotten. The desire to explore new places and live our life to its greatest potential. Our brand has a clean and simple design, easy to recognize and ready for all occasions from our Dad hats to our leggings, we carry it all.

As a veteran business owner, we proudly offer a military discount for those that  have served. Not every journey is easy, but our brand stands by anyone who promotes a positive life and seeks the unknown together. Enjoy First Victory Apparel and everything we offer to our biggest supporters. Make sure to tag us on social media rocking our apparel on your journey today!