Dad Force

as undivided and I resolved to purchase a lifeguard t-shirt that designated that duty as mine. While keeping my eye out for t-shirts that summer and thinking about the role of watchman/lifeguard, I noticed that dads were all around me doing the same task in so many different ways. I once asked a dad who was at the pool with young twins, and following closely behind one of them everywhere he went, how he was doing. The idea that all dads were doing this duty on some level got me searching for a term to describe what I was seeing - innocent and carefree children unknowingly being protected by their "immortal" dads. The term Dad Force made the final cut and quickly evolved into a logo that I could get onto a t-shirt instead of Lifeguard. After an initial apparel campaign in 2016 that lasted 2 years, the idea was shelved because of family responsibilities taking priority. In 2020 with the help of my brother-in-law, Dad Force co-owner and dad-to-be Dan Smith, the brand and idea have been re-developed into a story that captures the imagination, affections and pride many of us have for dads, and as dads ourselves. The military themes used connect us to a generation of soldiers who are revered for their sacrifice and service in defense of freedom. Dad Force exists to inspire Dads to answer the call of service to their families; recognizes their significance; and honors their legacy. As you were.