Aaron Scherle has spent much of his career communicating under pressure. Now, the Canadian Special Operations Forces Command veteran is taking a different approach to making an impact through Let Us Dare, a Phoenix-based streetwear brand built around a mission of positivity, freedom and self-expression.
Scherle has lived in Arizona since 2011, following a decade of service in the Canadian Armed Forces as an infantry and public affairs officer. In 2007, he became one of the founding members of the Canadian Special Operations Regiment (CSOR). His deployments included Afghanistan and the counterterrorism task force for the 2010 Winter Olympics.
He retired from the military as CSOR’s director of communications before moving to Phoenix with his wife. For the next 15 years, he worked as a strategic communications consultant, helping businesses across Canada and the United States improve their communications operations.
Despite his success in consulting, Scherle missed the straightforward, mission-focused culture of special operations. Seeking a new direction, he founded Let Us Dare in February 2026. The brand’s name comes from CSOR’s motto, “Audeamus,” which translates to “Let Us Dare.” For Scherle, the phrase serves as both a meaningful connection to his military background and a call to action.
Although colorful streetwear might seem far removed from the world of special operations, Scherle sees a shared purpose in the potential to create positive change. Through Let Us Dare, he hopes to encourage people to rise above expectations, embrace their individuality and approach life with optimism.
The brand’s website describes its audience as “rebellious optimists” — people who dare to defy, deviate, speak, protest, choose, ask, love and leave, and who sometimes “dare to dance in inappropriate places.
Scherle’s commitment to advocacy also predates his military career. After graduating from university, he championed his hometown’s now-defunct Welfare Rights Centre, successfully advocating for people who had been denied or removed from welfare benefits and had nowhere else to turn.
“With Let Us Dare, I am daring people to appreciate their freedoms, be a force for good, choose positivity, and have some joy and color in their everyday lives and some fun with the way they dress. By wearing our brand, you are leading by positive example. Join us, and together Let Us Dare.”
That same desire to stand up for others informs his vision, which encourages customers to appreciate their freedoms, lead by example and find more joy in life. Learn more: letusdare.world.
