About Us

Welcome to the tribe -- my name is Alex and I started Own Your Way Tribe with the help of my incredible wife in 2025 during parental leave with our newborn.

After more than 20 years serving in the military and on SWAT, I've had many design ideas stirring after my experiences. This brand is a tribute to those with a similar mindset and lifestyle.

Discipline, standards, and doing things the right way were never optional for me—they were survival. They became the foundation of how I live, lead, and raise my family. This brand is my way of carrying those values forward.

I’ve learned that life will test you in ways you don’t expect. Long nights on shift, missing family events, deployments, setbacks, and losses—they all leave a mark. But they’re not excuses to quit. They’re chances to rise.

What gets you through isn’t motivation—it’s discipline, resilience, and purpose. Those are the qualities that make you an asset to your family, your team, and the innocent people who count on you.

Own Your Way Tribe isn’t just another apparel line. It’s a community of people who hold the line, raise their standards, and stay ready. We push each other to stay sharp, stay focused, and keep moving forward—no matter what stands in the way.

Your family, your community, and your country need you at your best.

Own your way. Always forward.