Staggered by an overwhelming wave of grassroots backing, Ben Roberts-Smith has seen his new commercial fightback ignite, with more than 17,500 orders placed in just seven days.
“When I was fighting in Afghanistan I kept going because I believed in Australia and doing whatever I could to protect our way of life,” Roberts-Smith told news.com.au. “I was fighting for Australians then … now they’re fighting for me.”
The 47-year-old Victoria Cross recipient launched apparel brand EPIC 1 TWO out of financial survival after corporate doors slammed shut in the wake of war crimes allegations.
Coming off the back of his first sit-down interview in years with news.com.au – where he revealed how he hit “absolute rock bottom” and contemplated suicide before finding the will to fight on – the consumer response has outstripped all expectations, racking up over 230,000 website visits and amassing 75,000 Instagram followers in the first week.
His decision to break years of silence and take his fight public has sparked fierce backlash from critics and media commentators, who have condemned the timing and questioned his high-profile emergence ahead of a criminal trial.
Yet Roberts-Smith remains unapologetic about stepping out of the shadows.
“I’ve loved being able to take control of my name again,” he said. “Particularly given others have been abusing it for their own financial gains for over a decade.”
“I’m completely overwhelmed by the support I’ve received from so many Australians,” Roberts-Smith added of the public orders.
“I may not get to speak to everyone, but it’s their support that I rely on when I’m having a bad day. I’m just so grateful and I really want them to know that.”
Leading the charge is the brand’s cheeky flagship piece: the black “Spirit of Australia” tee – emblazoned with the viral image of federal agents escorting Roberts-Smith off a tarmac at Sydney Airport – which is already nearly sold out.
Close behind in popularity are the men’s “No Quit Tank”, the women’s “Black Represent Crop”, and the unisex “OG Trucker Cap”.
Roberts-Smith, who is currently on bail facing five counts of war crimes murder and looking at a five to seven-year wait before stepping inside a criminal courtroom, created the label alongside partner Sarah Matulin to fund mounting legal fees and provide for his twin teenage daughters.
The brand’s name takes its origins directly from his radio call sign during the Battle of Shah Wali Kot on June 11, 2010, the fierce engagement for which he was awarded the Victoria Cross.
“The whole premise of doing a brand, from my perspective, is to, one, I mean, I’ve gotta try and find some way to make money for my family,” Roberts-Smith said.
“At the end of the day there is too much pressure from media outlets on organisations that want to support me. The classic example of that is anyone that has a profile and wants to support me gets trashed in the media just simply for saying that they think I should be entitled to a fair process.
“EPIC 1 TWO for me is 100 per cent about that. It’s about the underdog, it’s about people just knowing that no matter how hard it is for them, no matter what struggle that they face, they are going to get through it. They’ve just got to keep going.”
With inventory running thin across popular lines, Roberts-Smith said his team is already preparing to roll out new designs.
“There’s been so much great feedback from the punters, and we’re listening to it,” he said. “We have so many product additions in the pipeline which we will be releasing in the coming weeks.”
While legal proceedings, sharp public criticism, and fierce national division continue to define his world, Roberts-Smith believes the 17,500 orders placed and the thousands of emails from wellwishers and people inquiring about the brand and products tells him “ordinary Australians agree I should get a fair shake”.
Watch the full sit-down interview with Ben Roberts-Smith here.
Read related topics:Melbourne