Ben Roberts-Smith has officially begun selling clothing and apparel through his recently announced personal brand Epic 1 Two.
With the online store opening on Sunday, the former SAS corporal and Victoria Cross recipient hopes to earn money to support his family during ongoing high-profile legal battles for alleged war crimes and murder charges.
The brand is named Epic 1 Two as an ode to his military radio call sign.
The online store has launched with the sale of t-shirts, hoodies and trucker hats following the announcement of the brand on Friday.
The former soldier offered few details in an elusive video posted to a newly opened Instagram account for the brand, which quickly amassed more than 36,000 followers.
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Roberts-Smith can be seen modelling some of the clothing on the site, including a graphic t-shirt depicting a famous image of the former soldier posing in military gear and holding up a peace sign.
Other products include another graphic t-shirt with an image of Roberts-Smith being escorted off a plane on the day he was arrested in April.
In an email announcing the clothing drop to his subscribers, Roberts-Smith explained his choice to reclaim the imagery.
“The day I was arrested and escorted onto the tarmac, I had no idea the images would capture three words emblazoned on the aircraft behind me. Spirit of Australia,” Roberts-Smith wrote.
The website describes Epic 1 Two as a brand “forged in adversity”.
Roberts-Smith told The Nightly on the announcement of his new project that “this brand represents something very personal to me.”
“It is about accepting your personal situations but never losing hope.”
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“It’s about the underdog and all of those people facing their own hardships in life that keep fighting and keep grinding their way forward.”
The clothing apparel is priced between $49 and $85 and a military discount is offered through the website.
Epic 1 Two is not Roberts-Smith’s first business venture.
After retiring as a full-time soldier in 2013, Roberts-Smith formed a consultancy business named RS Group Australia.