OUR ORIGIN STORY
Founded in 2019. Rebuilt through a 2021 deployment season. Relaunched May 12, 2023 on Military Spouse Appreciation Day, as the military-first, women-first patriotic lifestyle brand it is today.
BEHIND THE BRAND
Hey friend! I’m so glad you’re here. I’m Ashlee —military spouse, mom of four, and founder of WOMAN + WARRIOR®.
What started in 2019 as a stay-at-home-mom mission to bulldoze massive student loan debt turned into something so much bigger: a women-first, military-first brand built for the modern homefront. Somewhere between becoming an Active Duty Army family, surviving a 2021 deployment depression season, and learning that “embrace the suck” is apparently a lifestyle, I realized two things: (1) women deserved better patriotic apparel, and (2) the homefront deserved better narratives.
So I got to work designing on-trend, quiet-flex pieces with a backbone —stuff you can wear every day without looking like you’re headed to a bike club rally. And somewhere along the way, I also stepped into advocacy and influencer life, because the homefront needs more than cool graphics and empty words. It needs truth. It needs community. And honestly? It really needs a sense of humor.
I create content (and fire memes) to start conversations about what actually matters —mental health, identity, sacrifice, and everything we’re told to carry quietly. If it makes you laugh and makes you feel seen…I’ve hit my mark.
Welcome to WOMAN + WARRIOR®. We use grit and wit to wade through the hard stuff —and still show up proud as heck!
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WOMAN + WARRIOR® exists to unite the homefront through mission-driven apparel that celebrates strength, honors sacrifice, and signals proud American identity. We raise the standard of patriotic apparel with women-first designs, military-rooted grit, and quality built for real life.
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To become the women-first patriotic legacy brand that defines the modern homefront —championing blue and gold star families and raising the culture through design, storytelling, and real-world impact.
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We’re built on grit, guided by wit, and defined by purpose.
WHAT WE STAND FOR
OUR BRAND TENETS
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HOMEFRONT FIRST
We exist to unite the modern homefront. Hollywood can keep the clichés —we’ll tell the truth ourselves. We’re done letting stereotypes write the storyline.
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WOMEN FIRST, ALWAYS
Most patriotic brands were built for men, with women added as an afterthought. WOMAN + WARRIOR® fills the gap with on-trend, gritty, witty designs made for daily wear and quiet-flex patriotism.
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MILITARY ROOTED, NEVER PERFORMATIVE
We don’t borrow the culture. We live it —and we’re proud to be part of something greater than ourselves. This community is a lifetime kind of belonging: Active Duty, Reserve, Guard, Veteran, and the ride-or-die supporters who keep the homefront standing.
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HONOR THE SACRIFICE
We don’t treat service like a slogan —it’s a responsibility. We honor the real cost of service, and we refuse to overlook the military families who carry it. Blue and Gold Star Families aren’t a footnote here. They’re at the heart of why we exist.
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ADVOCACY WITH ACTION
Advocacy must be backed by action —and pride by purpose. Through storytelling across our platform, products, and partnerships, we advocate for Blue and Gold Star Families carrying the mission at home.
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QUALITY BUILT FOR REAL LIFE
If it can’t survive real life, it doesn’t earn our name. Premium feel. Hard-wearing quality. Zero compromises. Quiet-flex only works when the quality speaks for itself —so we build elevated, wardrobe-worthy pieces that last, because pride should look good and wear even better.
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GRIT + WIT
Because BOTH can be true. We’ve earned the grit, and we keep on keepin’ on with the wit. Our humor is sharp —and we wear it like armor.
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PURPOSE BEHIND EVERY PIECE
We don’t exist to sell shirts —we exist to build something that lasts. We raise the standard: what we wear starts conversations, builds community, and backs military families with real support. Purpose lives in every piece.
OUR LOGO HISTORY
Our logo has evolved the same way the brand has —one real-life chapter at a time.
In the beginning, our mark was a modern-day Rosie: strong, bold, and built for the season WOMAN + WARRIOR® was born in. Even then, she carried stars—because this brand was always going to have patriotism in its bones.
And the name? WOMAN + WARRIOR® quite literally dropped into my head at a red light… with screaming kids in the backseat. (Very on-brand.) I didn’t fully know what WOMAN + WARRIOR® would become yet—because I hadn’t met the main characters: the military community that would shape the mission.
THE MODERN RIVETER ERA (2019-2022)
When we rebranded and relaunched on May 12, 2023 —Military Spouse Appreciation Day, our logo shifted with the vision. Cleaner. Streamlined. Built for a legacy chapter—still rooted in service, but designed to live in your everyday wardrobe.
And Rosie? She’s still with us. Not as a mascot—as a reminder. Where we started. How far we’ve come. And the strength we’re taking with us into what’s next.
