Will Highland has created a company designed to give back to non profits working to support veterans. Although not a veteran himself, Will has a deep appreciation for those who served and is giving 30% of his proceeds to Mission22 and Veterans Community Project. Will shares his thoughts on giving back, supporting veterans and some advice for entrepreneurs looking to structure their business to give back in some way too.

Battle Buddy Podcast Guest Links:

Caritasapparel.com

will@caritasapparel.com

Transcript from Episode 68 with Will Highland:

Keith McKeever

Welcome to the battle buddy podcast with Keith McKeever. Hey there welcome back to another episode of the battle a podcast eight. I gotta tell you something, folks. I was just telling my guest. There's some things I never thought I'd hold up as props. Before we get into that, before I reveal what to separate its value might different show description, but be sure to hit that LIKE SUBSCRIBE button and follow what I'm doing. And, and obviously, my guest contact information will be on here in a minute. Make sure you go follow him while he's doing too. But the thing I thought I never thought I'd have on screen is socks. podcasts for veterans, it's not something you would think of socks, but believe me, there is a tie in. So just wait and see here. Without further ado, I've got will. Thanks for being on the show. Well,

Will Highland

yeah. Thanks so much for having me. Yes,

Keith McKeever

I can set just like a minute ago, and I can't I can't believe socks is the tie in here. But your socks are awesome. They're red, white, and blue, kind of kind of an orangish red, which I'm a Broncos fan. I know I told you that before. So, you know, I look into my mind both different ways. It's patriotic. It's also Broncos country colors. In my opinion. Maybe I'm just partly colorblind, I don't know. But either way, they're comfortable. They're made out of bamboo. We'll get to that here in a minute. But go ahead and tell us a little bit about yourself.

Will Highland

Yeah, absolutely. So I'm Will. I'm the founder of proof house apparel. And we make bamboo socks and donate 20% of proceeds to end veteran homelessness and suicide. We're partnering with two really amazing 501 C three charities. So really, the vision of the company with this first product line is to directly help veterans who are at risk for homelessness and suicide and struggling with a lot of the underlying causalities behind those, you know, think socks are a great medium in which to do that through. Everybody wear socks, everybody is always losing socks and never have too many of them. So yeah,

Will Highland

my dryers got 50 of them sit in there somewhere. Yeah. Why they don't come out?

Will Highland

I don't know where they go. They are consumed. Always put. Yeah, we launched a couple of months ago, in August. So just really excited to have the product, you know, out there and sharing it with the world and trying to help veterans through this.

Keith McKeever

Which, which is awesome. Cuz, you know, when we first connected I was I was confused to them, like socks, like, you know, what are you doing with your website? And like, okay, all right. Known nonprofits, which is awesome. So I'm like, okay, as I was like, I definitely got to have conversation with this guy. Will you know why socks, but they're not just ordinary socks are made out of bamboo, which I've told you before I was going to watch a YouTube video on it. I never did get around to it. But I'm that kind of inquisitive person. I'm going to have to do that later today on actually how they get bamboo, which is such a hard material fit enough to make socks out of because they are they're comfortable. And it's not like a thing dress sock. It's not a super thick one. Kind of medium weight, I guess is what I would say it is. But why bamboo? Yeah,

Will Highland

it's a good question. So when I first started the company in March of 2020, which was great timing, obviously, with the pandemic. I didn't really know anything about bamboo stalks. You know, I've heard of bamboo like sheets, or bamboo mattress or pillow, things like that. But in doing my research and trying to come up with a sock that was really durable, soft. Had to be like super stretchy. That was really important to me. I were size 15 and my fiance, whereas a size seven, so it had to fit both of us. So you can probably tell just like in your experience there, you know stretchy right? Yeah, they

Keith McKeever

definitely are. Yeah, that's an that's an interesting challenge, right? size difference? Yeah,

Will Highland

yeah, it's my professional challenge. But you know, bamboo really intrigued me in my research because it offers a lot of benefits to cotton, in that it's softer than cotton, it's stronger, it's a lot more sustainable as well. It doesn't require as many chemicals to grow in that it's a naturally. So it's kind of like an invasive species, it will just pop back up, you just need to give it water. It's not more efficient, so it's better for the planet. But it's also naturally antibacterial. And also, it absorbs moisture a lot better than cotton. So whether you're wearing it in the winter to keep your feet nice and warm, or you're going out and exercising with them, which I do a lot. It just allows your feet to sort of regulate temperature in in better environments, whether it's cold, hot, you know, wet or dry. So, you know, all those benefits really intrigued me and then it took a while of product design and different samples and compositions to really finally land on you Know what you're having your hands there. And I'm really happy with the product that we ended up with.

Keith McKeever

Yeah, you're really good point, kind of hit on on the, you know, water and moisture, stuff like that because bamboo flooring being in the real estate industry, like, that's been kind of a popular thing over the last few years, it's, like you said, grows everywhere in the jungle. So it's kind of weird to wrap your mind around that because flooring, be hard and withstand, you know, dropping things on and walking on and all that to, to make it thread out of it.

Will Highland

Yeah, yeah, when you think of the plants, and then the end product, it's really hard to like, visualize how it gets from A to B. But you know, the bamboo, like textile industry has really been growing a lot in recent years. And more and more products are being made with bamboo. Because people are just finding that you know, the end product softer and breathable. And, you know, people tend to like it. So it costs a little bit more to make than a traditional sock. But I think it's worth it because I like turned out.

Keith McKeever

Yeah, is sustainable. I mean, it's a lot like hemp, and a lot of ways like, it can grow faster, there's so many different uses for it. So, you know, there's there's a lot of something to it, but he does with the Sox, you know, kind of set it up almost like a benefit corporation kind of thing to support these nonprofits. Where did where did when did that idea hit you? Like, hey, you know, we can do this. But let's give something back.

Will Highland

Yep. So from the very inception of the company, the idea was always to basically use stocks as a medium to make the world a better place. If you look at how consumer tastes have sort of evolved over the past, like 10 to 15 years, there's really been a strong appetite. And a change, I would say in conscientious consumerism, and people wanting to buy products that support something an issue that they feel strong about morally. One of the like, first companies to do this was TOMS Shoes, where they you buy a pair of shoes and then donate a pair. There are a couple other companies similar to do similar things like Warby Parker, for instance. bombas is a sock company that does that. So there's really like a strong social appetite for our purchasing power and our dollars to go to something we care about. So that was kind of in the in the back of my mind. And I've always been really passionate about veterans issues. I'm not a veteran myself, but I have some family members that are. And I'm just grateful, just every day American citizen who's just appreciative, you know, the freedoms that that we have here and the sacrifices that were made to enable that. And knowing the some of the statistics around issues veterans face, for instance, every day 17 veterans commit suicide and 40,000 experienced homelessness, I think in a country as as rich as ours, that shouldn't be happening. And if you look at the issues veterans are facing, they're ill equipped from the government and from charities, they're just not a large enough basket to help all people, veterans that need it. And the vision is really to use private purchasing and what is like, really the biggest driver of economic growth, just your everyday dollar in your everyday person spending their money. You know, that is what generates wealth and what makes the economy go round. So if you're able to tap into that, and create social good through it, that would be the the Ultimate lever in which to help fill the gap that our veterans are left and ultimately, so that's kind of the grand vision. Long term, we want to introduce more socks with more charities for different causes. But the veteran one is something that really hits home with me and felt strongly about so that's why this is our first product. And, you know, we're again, we're really lucky to be able to donate to these really amazing 501 C three charities, which I'd be happy to talk about as well.

Keith McKeever

Awesome. Yeah, I definitely wanted to ask you so the two the two nonprofits are supporting is mission 22. And veteran community project mission 22, I would argue is probably the the more well known of the two but since it's focused on that, so how did you know how did you pick that or was it a connection? Like how did all that come about?

Will Highland

Yeah, so I had been familiar with mission 22 for quite some time, and I had donated to them in the past. So I was aware of the brand you know, I think they they've done a really fantastic job of building awareness on the issue. through. And just making folks aware as well as even the programs that they do. So I knew that they did really amazing work. And what they do for folks that might not be as familiar is really focused on treating post traumatic stress, traumatic brain injuries, and military sexual trauma, through a number of programs that focus on holistic healing, professional counseling, as well as their resilience and recovery program. So, and they have a lot of partner programs as well. And things like equestrian, mixed martial arts service dogs, you know, runs the list, really. So I just knew what they were doing was really important, really powerful, and really making an impact on our veterans who needed it the most. So I reached out to them when I was, you know, started the company, and was lucky that they wanted to partner with me being an unknown company. So

Keith McKeever

really, really good point. Yeah. Yeah, I mean, it's like who, you know, who are you just starting a new company? You know, things like that. Yeah, they could have, they could have dismissed you pretty quick.

Will Highland

Yeah, exactly. So definitely grateful to have to have their support, as well as veterans community project. And BCP to talk about that a little bit as well. You know, their, their mission is to end veteran homelessness. And what they do is build tiny homes and tiny, veteran villages, to serve as transitional housing for homeless veterans and families, as well as offering 360 degree transitional services. So whether that's helping them find a job or just get, you know, counseling, or mental health support, really, whatever they need, the goal is to house them in their new home, temporarily, and then help them on the journey to full time housing. And that really struck a chord with me because they're going directly to the problem and solving it in a simple but extremely effective way. And that was powerful. And they started off in Kansas City. But now they've expanded and are building either five or six locations. So it speaks to me in the sense that they're scaling because it's successful. And it's it does what it's intended to do, and as public support as well. So, you know, they're a little newer, less popular than mission 22. But I think, you know, the work they're doing is equally as impactful.

Keith McKeever

I mean, there's, there's no doubt about it. It's the mission 22, you know, PTSD, and stuff of substance abuse and all that, like that. Those are two of the of the three big issues affecting the veteran community is substance abuse, physical and mental health issues, and homelessness. And they're there, they're almost there as a pandemic levels like, yep, really all over. And the veterans community project was interesting. I know, I told you, you know, I'm in real estate. And when you had mentioned in Kansas City, I was putting two together and like, I think I read about them in a realtor magazine, like, two or three years ago, or something like that Good Neighbor awards, or something like that, that National Association does something, something along those lines. And I was like, Man, this sounds really familiar. You know, and it's like, that's the I understand that went a little bit more, you know, with, obviously, the need, because it's out there. But now, they've got to run into a lot of challenges to, you know, fight and city government and using tiny homes and small structures and things like that. But one of the things you can do to help anybody is help with the basic needs, and one of them is a roof over your head, food water roof over your head. You know, I? That's, that's the big one.

Will Highland

Yeah, for sure. And I think they've had really, really strong support from, from, like, a state government level, just from an observers perspective. Because of how successful it's been right. And, you know, a lot of these politicians, you know, want to help our veterans and if they see a solution that's working in their district or in their, their town, their state, it would be in their best interest to champion that, right. So some of the new locations that that they're putting up wouldn't be possible without, you know, all of the red tape I'm sure they need to go through. So it's just exciting to see them scaling and building out their operations and helping more veterans

Keith McKeever

out there, especially expanding they must be doing a pretty good job of convincing local governments that, you know, my limited understanding, you think about the costs of homelessness, and someone who's homeless, they don't have access to medical care, they don't care, mental health care. hygiene, sanitation, you know, food on a regular basis, right? That causes medical issues when when they collapse, the ambulance picks them up takes them to the hospital. And, you know, we the taxpayers are paying for, for that, which, obviously, we're glad that they're getting care, but it probably end up right back on the street. And the cycle continues, or police pick them up for doing something or I'll tell you what, I don't know, this homeless veterans. But I've heard stories in my own town here, where there was a guy once who was homeless for years, when he got too cold here in the Midwest, he would just go to the police station and urinate on the front door. I'm not advocating that that's a good idea to any of my listeners. But what did he get for that? Well, other than some handcuffs around his wrists, he got a nice warm place to stay for a couple of days, and some food in his belly and a shower.

Will Highland

Yeah, I mean, you know, you, you kind of alluded to it earlier. But a lot of the underlying issues are the same that lead to these really tragic outcomes. It's mental, mental health, PTSD, substance use disorder, you know, these are really a pandemic among a lot of the veteran community. And if you don't address those underlying issues, then you're not really solving anything, you're just putting a bandaid on something.

Keith McKeever

Absolutely, because I've said for a while that I've heard somebody else say it, I think it was Nick Valentine has said as a past guest Devine, he's heard say a couple times, you know that once you get out of the military, they don't care about you anymore. You know, somebody else fills your spot, they're filling your role, you're gone, you you're not essential to the mission anymore, you are now a veteran, you are out. And you don't really do a good job transition. I don't know, if you're aware of this, the transition program that the government runs for all of our troops getting out, is not ran by the Department of Defense, and it's not ran by the VA. It's actually ran by the Department of Labor. And their whole focus is gainful employment. Yeah, doesn't say anything about connection, you know, because I, I've noticed, I guess I call five pillars. Lack of connection to the community is a big one, your close personal relationships, your parents, your siblings, your kids, your wife, husband, whatever. You know, physical mental health is an issue, financial legal issues, you know, in his basic kind of those basic needs, and roughly five pillars there anyway, but when one or more of those things are gone? It usually leads to one of those three issues or, or, or all?

Will Highland

Yeah. You know, one, one big issue that I've, you know, noticed and read about as well is just, you know, the challenge that a lot of veterans face when transitioning back into civilian life, you know, you don't necessarily have that same sense of purpose. So how do you readjust that, or retarget that in civilian life, as well as just from a strictly employment perspective? How are you going to, you know, transition, the skills that you've learned into a civilian job, and a lot of the times that bridge necess isn't necessarily there. And that's one thing a lot of folks, you know, struggle with. So one thing I really like about admission, 22 Is that a lot of their programs really focus on that, that camaraderie that you would have in the military, because you're going through it with other veterans that are dealing with similar things as you. So that might be something that is, was there and you leave the military, it's completely gone. But when you go into some of these programs, you're reintroduced to that, and it can really be profound.

Keith McKeever

Absolutely, well, tell you what, as if it sometimes, you know, nobody understands us like us. And that's why I think the community is so large, it could be, it could be going to your local Legion posts or VFW post, or a group of vets that gets together and place softball or pour flag football in the park, whatever. It's just a connection to something with fellow vets where you're comfortable enough talking, because that's one of the weird thing I think is a lot of hard for a lot of us is just to open up and talk to people who don't understand us. Yeah, you know, it's not your fault that you can't understand us. You know, but we didn't have the same experience. So and we're also you know, trained to, you know, the discipline and, you know, know, motions and, you know, all those things. It's like, can't show weakness. I've seen, see plenty of veterans cry on each other's shoulders, too. So, you know, it's like, we got to show the strength over here, but we're also willing to cry and let loose with ourselves. It's weird. But

Will Highland

yeah, I think that that's, that also is challenging for you know, some folks which are too proud to seek help. You know, this is something that, you know, the police community has as well, the the rates of PTSD among police officers is extremely high, they face a lot of similar challenges. But there's sort of this culture of not, you know, wearing it on your shoulder, so to speak.

Will Highland

Yeah, you'll say things like, you know, man up or walk it off. I know, women do that job to just just say, Please, please, nobody canceled me on that one figure speech. But those kinds of philosophies, if you will, of just just suck it up and deal with it.

Will Highland

Yeah. And just I think more generally speaking, there's like a stigma around mental health and seeking help and talking about it. I think we've gotten a lot better at that in recent years. And it's, I think, trending in the right way. But it still exists, and it's amplified within, you know, certain communities.

Keith McKeever

I would say, it's definitely trending in the right direction, I do see a lot more openness. You know, I've been, I've been out for a while about mental health. And when I got out, was not just wasn't talked about, you know, now you've got shows talking about, you got the guys over at vet TV. I mean, they make humorous TV shows for vets made by vets, but it also, you know, kind of facilitate some of that, and whatnot. So. So I know if it was just before, I, I appreciate you so much as a vet, just it was something as simple as making some socks, and given some of the proceeds back to help these organizations. You know, it'd be great, you know, when these nonprofits say they rely on funding 100%, you know, they they need it, and a little bit here and a little bit there. And that all adds up and makes the mission happen.

Will Highland

Yeah, well, thank you, I really, I really appreciate that. And, you know, I appreciate you and your your service and all their veterans. I'm just making socks over here.

Keith McKeever

And I'm just having an interesting conversation. So you know, there's, there's multiple ways to get the mission done. Right. So, but I did also want to ask you some questions to kind of on the business side of things, because I think it's interesting, a lot of a lot of my listeners are entrepreneurs, or are thinking about getting into that space. And as we talked before, I was like, oh, there's, there's some interesting tie ins here. So correct me if I'm wrong, you're not set up as a benefit corporation, like legal entity wise, but you're you're very much operating like one giving these proceeds back? Yeah. What kind of struggles? Have you encountered doing it that way? You know, that somebody else might be able to if they're listening to this, I might be able to go around that obstacle.

Will Highland

Yeah. So we were set up as a for profit corporation. But the financial infrastructure is set up in such a way that 20% of proceeds go to these charities, right? So it's sort of a unique situation, right? Because we're, we're for profit, but when we when the charities also win, and we can't win without the charities. Right. So it's a unique situation.

Keith McKeever

I think some states don't have that, though. I could be wrong. I'm not offering legal advice. But I do believe that some states have benefit corporations, which is set up this way, where your corporate articles or something like that are designed to do this, and some states don't. So you could just kind of do it in another structure. Yeah. Paint that picture for everybody.

Will Highland

I think it's, it's maybe only like five states, I could be wrong. It's been a while sounds about right. But it's pretty low. Like there are a few states that do it. But I think for anybody that that is thinking of starting a business where you're donating a portion of profits, you need to look very strongly at the financial models and have a good understanding of where profitability falls. Because, you know, Sox are a good, a good one to pick. Because there's not super expensive to make. The audience is universal, they're inexpensive to ship into store. So it's set up in such a way that you can include that the revenue donations in the margins, and there's enough room for the business to be a success and rely on other factors, not just like the 20% isn't gonna make or break the business. Right? So you got to do

Will Highland

that analysis to know, like, where your margins are, so you're not committed. I mean, it would suck to hear somebody be like, Why don't we get 50% You know, to charities, and then, like, really, like they're cut off and be 40 or 30 or 40%, whatever, you know, and they're screwing themselves. Well, we opened our mouth already, you know. Yeah, you If you make this work,

Will Highland

exactly, you need the right the right infrastructure in place and the right financial models for it to make sense to even do that, because a lot of other industries, the margins, like that's good, it wouldn't be feasible. And there's a reason why 99.99% of businesses don't do this.

Will Highland

But not faint of heart, right? Yeah. Makes you an entrepreneur, man. You're just you just crazy enough to go for it?

Keith McKeever

Yeah, I mean, I think I think if you create a good product, people buy it. And if it helps people in need, then that's good for business. Because it's like a Field of Dreams. Right? If

Keith McKeever

you build it, they will come. That's the thought. Process. Exactly. So, you know, any, how about any advice for nonprofits then? You know, and working with people who might, you know, be looking to do this with their business or approaching somebody in? You know, I mean, I think it's one of the hard things for nonprofits to do sometimes. I mean, you asked the nonprofits, but I guess what I'm asking is, how could a nonprofit reach out to somebody who's got a successful or at least appearing like a successful business and say, Hey, I've got this crazy idea, would you be willing to support support my mission in some way, shape, or form or something like that?

Will Highland

Yeah, I mean, I do think there really is a lot of opportunity there. It doesn't have to be, like Krita square, it's baked into the business model and every pair, it gets 20%. It could be like a promotional thing for like a certain day, I've seen a lot of companies will do things like that, where like, All proceeds from a day will benefit the charity or percentage or whatever it might be. Because I think the power behind that is, you you reach a different audience, right? The the people that donate to charities are sort of think of them as like one group of people. But the other bucket, the bigger bucket, just your everyday consumer, might not even know about these charities, or donating isn't something that they're thinking of, what if you're able to create a product and provide value to them? That's an that's a whole new revenue stream. And donation stream for the charities. So I think it's mutually beneficial if you set the arrangement up in the right way. And, you know, I think a lot of businesses could benefit from it. And charities as well. But the challenge is, you know, charities have limited resources. So what's the best use of their time for fundraising? Right, it's kind of gets into another territory.

Keith McKeever

Yeah, I know, it's, it's, it's difficult to fundraise. Because a lot of times, you're either setting up a booth, and hoping people come by and donate, or you're out there pounding the pavement, working the phones, you know, it's it's a lot of work to fundraise. Yeah, absolutely. You can just make, you know, 10 partnerships, and, or five partnerships or whatever, and you let some of that, gosh, dare I say residual income? Or are those terms are, you know, but when you're running a nonprofit, every, every penny counts. So, you know, if you get $5, from this company, or 500, or 5000, it helps every little bit helps. So, because I think that there's a lot of potential there for, for nonprofits.

Will Highland

Yeah, and, you know, every, every resource helps, right? So, just a little bit from a lot of people adds up to a lot. And that's what I'm trying to do, I think, you know, a pair of socks by not seeing, like a lot, but you know, one pair of socks at a time over a long period of time, that can have a really big impact.

Will Highland

Absolutely. I guess nothing just jumped in my mind. It doesn't have to be apparel. It could be, you know, computer local restaurant could be local diner partner with them and say, Hey, can we have a special on Friday, like some special menu item and everything from the sales of that, right? It's like this compound effect. And consistency, all that combined. You know, because like you also mentioned, you've got one pool, that are people who have the disposable income to donate to the nonprofit, and that's great. And they definitely love that. Do you have any other cool that wants, they can afford to spend money, but they want something to value? And they don't mind that in there. makes them happy to know that a portion of their proceeds go to support something?

Will Highland

Yeah. And maybe they never heard about the charity before and this is the first time you know.

Keith McKeever

Absolutely. Absolutely. So that is that is awesome. I appreciate some of those nuggets and sharing with us what your mission is and, and your socks. Once again, for everybody. There's cool Tiger, tiger stripe designs. So I will throw that banner across the bottom there. And it'll be in the show notes as well, for anybody to check out. But any last moment, Bosphorus, well, yeah,

Will Highland

well, thanks, thanks you so much for having me on. I think it was a really, really good conversation, I would just encourage anybody who's listening to go check out mission 22, and veterans community project about the really amazing work for veterans. And if you want a new pair of socks, you can check us out. But you know, thanks again for having me on.

Keith McKeever

Absolutely. Like, like I said, I'll have that in the show notes as well. So the people that are listening and not watching down the road, wherever that is, then know where to go. Maybe by that point in time, you got some different colors, I'm excited to see whatever you could come up with, and what what charities there you're supporting to, because that's kind of cool. It's the support of different things, but I'll have that in there and mission 22 and veteran community project, I'll have it all linked in there. And, and of course, I'll throw you up on my website, too. I put all my guests on there. And and so people can always go contact you if they want to reach out. So well. I really appreciate you coming on and sharing, sharing all about socks and bamboo and then some advice for some business owners.

Will Highland

Yeah, thank you so much for having me on. I really do appreciate it.

Keith McKeever

Yeah, no problem. Take it easy. Thank you. All right, there you have folks, an episode of boss socks never would have imagined but they are awesome socks. And make sure you check out our website battle buddy podcast.net. As always, I was trying to add resources on there. And if you're struggling for any reason, remember the new site suicide hotline number is 988 press one or you can text 838255