Tactical gear — packs and clothes that are 90% pocket, camouflaged, and covered with straps and buckles — are all the rage among civilians right now. This should surprise no one given American society’s years-long love affair with “military-style” anything, but this trend has become especially egregious in recent years. Just take a look at how prevalent MOLLE has become.
Since the first Revolutionary-era militias were born, the American troop has sought to be the best-equipped, best-trained, and most effective troop ever. Weapons, munitions, food, water: The average U.S. hero can pack most of it on their body for a day off the post, or a week rucking through the mountains.
In 2002, Jeff Morin was a young lance corporal, just two years into a hitch in the Marines, when he struck on a business idea that combined his pride and his artistry: designing challenge coins out of his Camp Lejeune barracks. Morin would purchase generic Marine Corps commemorative coins in town and sell them on eBay for a little profit. Morin’s peers took a fast interest in his wares.