Ben Roberts-Smith Launches New Apparel Brand
The former soldier is selling clothing to fund his legal expenses following war crimes allegations.
Updated on Oct. 24, 2026 in Fashion
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Former soldier Ben Roberts-Smith has launched a clothing label named EPIC 1 TWO to cover legal costs and support his family. The brand, co-founded with Sarah Matulin, arrived after Roberts-Smith lost previous corporate income sources.
Why it matters
The venture serves as a financial alternative for Roberts-Smith, who currently faces five counts of war crimes murder. The apparel line draws its name from a radio call sign used during the 2010 Battle of Shah Wali Kot.
The brand secured 75,000 Instagram followers and 17,500 orders within its first week of operation. The product range includes T-shirts, tanks, crops, and caps.
The players
Ben Roberts-Smith
A 47-year-old former Australian soldier who is currently facing five counts of war crimes murder.
Sarah Matulin
The partner of Ben Roberts-Smith who co-founded the apparel label with him.
The details
Co-founded with Sarah Matulin, the online storefront highlights items featuring imagery from the career of the 47-year-old. The launch follows the discontinuation of previous income streams linked to the former soldier.
Timeline
The Battle of Shah Wali Kot took place on 11 June 2010.
The brand operated during its first week from 17 October 2026 to 24 October 2026.
New product designs are expected to be released in the coming weeks.
Culture Shift
The brand launch reflects the historical use of merchandise sales for legal defense funding, where public-facing individuals commodify their personal brand to address mounting litigation costs. This signals a pivot toward direct-to-consumer retail as a survival mechanism when institutional support collapses.
Consumers engaging with the store are participating in a direct financial transaction with an individual currently involved in a high-profile legal matter. The practical impact is limited to the purchase of casual apparel such as T-shirts and caps.
The takeaway
The rapid initial engagement suggests that digital storefronts can provide immediate fiscal relief for high-profile figures. Supporters and critics alike should note that the label plans to introduce new product designs in the upcoming weeks.
Further reading
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Source note: This article includes information reported by News.
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