Black Rifle Coffee Company, a veteran-founded brand established in 2014, is taking a unique approach to Memorial Day this year by releasing 'Folded Flag,' an original song and music video created by co-founder Mat Best, a former Army Ranger. This project aims to honor fallen service members and the Gold Star families affected by their loss. Best, reflecting on the commercialization of Memorial Day, hopes to refocus the holiday on remembrance rather than sales. The initiative includes a significant $150,000 commitment to the Major Brent Taylor Foundation, which supports Gold Star families by providing community and resources. Best's military background heavily influences his entrepreneurial journey, instilling a sense of accountability and resilience in running the business. Black Rifle Coffee Company, known for its commitment to quality coffee and veteran support, operates as a public benefit corporation, ensuring that philanthropy remains a core aspect of its mission. Best's personal connection to the project, particularly through the memory of his friend Luke, underscores the importance of honoring sacrifices made by service members throughout history.