We Defy The Norm was founded by Marine Raider Cody Alford, a man who’s spent his life challenging limits, first on the battlefield, then within himself.
After years of leading elite teams in combat, Cody realized the toughest war wasn’t fought overseas, it was the one within the mind.

This brand was born from that war and is a declaration to rise above fear, comfort, and the opinions of others.
It’s a call to live boldly, think freely, and lead yourself with discipline and faith.

Every design, product, and piece of content we create carries that DNA and is a reminder to take pride in your path, to stay dangerous, and to live on mission.

We don’t chase trends. We set standards.
We don’t seek approval. We lead by example.
And we believe every man and woman has the power to reclaim their fire and live boldly in who they were created to be.

We’re not here to fit in.
We’re here to Defy The Norm.