About
Professionally violent
A lifestyle and apparel brand for the violent professional, and the content operation that goes with it.
Violent Provisions is a Detroit brand, and it makes two things: apparel and content. The apparel is limited-run and heavyweight, cut for people who wear it under a carrier rather than to a coffee shop. The content is shot on real ranges and in real structures, at night, by people who are in the stack rather than watching it.
The audience found it first. Twenty three thousand people follow the work on Instagram, and they are not a general-audience streetwear crowd. They are police, military, academy students, trainers and the people who run vehicle and structure work for a living. The jokes on the shirts only land if you have sat through the briefing.
Everything releases as a drop. A run gets cut, the list gets told, the line goes up, and then it comes down. Between drops the shop is shut, which is a legitimate way to run a limited brand and a difficult way to run a website.
That is the gap this concept is built around. The audience is already here. What is missing is somewhere for them to land between drops, and a way for a unit, an academy or a shop to place an order that a drop calendar was never going to serve.
Who it is for
The violent professional
It is their own phrase, off their own site, and it is a precise one. Not the enthusiast and not the costume. The person whose job description contains the use of force, and who trains for the ten seconds of it the way other people train for a marathon.
You can read the audience straight off the hashtags on their videos: VCQB, police, military, SBR. Vehicle close quarters battle is not a term a general apparel customer types into a search bar.
Lifestyle / Apparel brand for the Violent Professional.
What we care about