At Do Not Drop, LLC, we believe resilience is built not in grand moments, but in the small decisions to keep going when life feels heaviest. Our ethos is rooted in a simple, visible promise: “Do Not Drop.”
We exist to remind veterans, outdoor enthusiasts, and every individual who shoulders a pack in life’s journey that quitting is not the answer. Each tag we create is more than gear, it’s a symbol of courage, accountability, and solidarity.
It says: “You are not alone. Finish the mission.”
Pledge
When I carry this tag, I carry a promise. I will not drop my mission, my pack, or my life.
I will stand with my brothers, sisters, and fellow adventurers.I will remember that I am not alone, and neither are they.I will hold the line, in honor of those who can’t, and for the sake of those who still can.
Ethos
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To honor the fallen by protecting the living.
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To empower the vulnerable by reminding them of their strength.
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To unite communities through a visible sign of shared resilience.
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To never drop the mission, because lives depend on it.
Why Kifaru Became an Early Adopter of the Do Not Drop Campaign
For Kifaru, “American-made” has always meant more than a label, it’s a promise to serve those who serve. Founded by veterans and built around the principles of resilience, craftsmanship, and community, Kifaru didn’t hesitate to become an early adopter of the Do Not Drop campaign.
Veteran Suicide Assistance
Federal
The National Resource Directory (NRD) is a resource website that connects wounded warriors, Service Members, Veterans, their families, and caregivers to programs and services that support them. The NRD is hosted, managed, maintained, sustained and developed by the Defense Health Agency's Recovery Coordination Program.
If you’re a Veteran in crisis or concerned about one, contact the Veterans Crisis Line to receive 24/7, confidential support. You don’t have to be enrolled in VA benefits or health care to connect. To reach responders, Dial 988 then Press 1, chat online at VeteransCrisisLine.net/Chat, or text 838255.
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NGO
1. Stop Soldier Suicide
Stop Soldier Suicide is the leading national nonprofit exclusively focused on veteran and service member suicide prevention. They provide personalized case management, mental health referrals, and crisis intervention using data-driven care to get veterans help faster.
2. Mission 22
Mission 22 offers long-term, cost-free wellness programs for veterans and families dealing with trauma, PTSD, TBI, and addiction. Their programs focus on healing minds and rebuilding purpose through community support and recovery coaching.
3. Objective Zero Foundation
Objective Zero combats isolation—the #1 predictor of suicide—through a peer-support mobile app that instantly connects veterans to other veterans, mentors, and mental health resources 24/7.
4. One Tribe Foundation (formerly 22Kill)
One Tribe Foundation addresses veteran, first responder, and law enforcement suicide by focusing on traditional and non-traditional mental health therapies, including counseling, group support, and mindfulness programs.
5. SAVE22
SAVE22 is a grassroots veteran-run nonprofit that provides peer mentoring and morale-building outdoor programs—like fishing, hiking, and community events—that reconnect veterans to purpose and support networks.
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