What’s in a Name? – Frontier Justice
By Bren Brown – President & Founder
We get a lot of questions about our name, “Frontier Justice.” What does it mean? Why did we choose it? Do we want to hang people? (Uh, no. Please don’t ask silly questions). I’m going to take you back to October 2013 and set the scene. Mike and I were starting to dream of next steps – what to do with our recently “retired” selves, and the idea was coming to fruition for Frontier Justice, but at the time, it remained nameless. We had a vision of combining firearms and fashion. A new concept that would change the narrative on firearms and challenge the status quo. Our concept was edgy and we needed a name that reflected our vision.
I wish I had kept a list of the failed names, but it was a short list. We were in our master bathroom (yes, that’s right) and Mike was sitting on the edge of the tub while I brushed my teeth. I said through my Crest foam, just Google it. See if the website is taken. For I had dreamt up the name Frontier Justice and felt it would be a very good name for a clothing brand. At that time, before all kinds of reality struck, my vision was that we would create much of our own clothing and I would design it. That hasn’t happened yet, but it’s still on my list of things to do.
Frontier Justice was edgy and perfect.
It also went with our firearms side of the vision. Mike & I both grew up in rural areas on farms. We owned a home in Colorado for many years and we love all things “West”. Our daughter was a barrel racer—we love rodeo, rodeo people, horses, hunting, guns and all the things that the “Frontier” signified for the collective history of our great nation. We continually find ourselves drawn West. Our vacations gravitate to the mountains and the open prairies of the plains.
When you think of America, don’t you envision the countless men and women who rolled the dice, loaded a wagon and made the sometimes-fatal trek across the nation West? They were in search of a dream. They took risks. They lived fully present. The mountain fresh air of the Rockies and lure of prosperity for their families was like a magnet drawing them in. We as Americans all have the West in us. It was the pioneer spirit that drove America to become the greatest country in the world and it was the courage of our people that laid it all on the line to achieve their own notion of freedom and prosperity.
“Justice” seemed like another perfect fit because the tool of our trade, the firearm, wholly American, brought justice through law enforcement and military from the beginning of the nation. Our favorite quote is about Sam Colt and his famous six-shooter – “God made man, but Sam Colt made them equal”. Americans want justice. Justice and freedom are the reason people loaded boats and made the trek to America in the first place and it is what developed the country as those settlers spread across the land of the free and the home of the brave. Finally, it harkens back to the ruggedness of our early nation where, in the absence of law and order, it took good ordinary men to bring justice against those that would wield evil against their fellow man – Frontier Justice. Our country was tamed by those who were unafraid to stand against evil, take risk – even risk to their own life and family – and bring law and order to the chaos of the raw land we inhabited. We enjoy the fruits of their labors to this very day.
It’s powerful. In its combination, and with our logo (also many failed logos and I do have those somewhere!) we created a brand that we hoped would aid in the resurrection of traditional American values: Faith, Family and Freedom. Those words are not a catchy phrase for us, but the guidelines and ethos by which we make our decisions. All decisions. It’s who we are and what we stand for, and we are proud of what you, our clients, have helped us build. We are forever grateful to the staff and loyal clients who saw the vision and have supported us over these last seven years. We have four stores now (Missouri 2015, Kansas 2017, E-Commerce 2018 and Nebraska 2020). Where will we go next? Time will tell—it may not be West yet, but it will be the Midwest. Like our ancestors before us, we will push forward with our pioneering spirit to create an experience for all families that embraces the cowboy ethos and work ethic. We our fond of reminding all we come in contact with – The 2nd Amendment is for ALL Americans. It matters not your age, gender, race, political views etc. “We hold these Truths to be self-evident, that all Men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty, and the Pursuit of Happiness.”
We cannot wait to see what God has in store next for Frontier Justice.