{"id":28396,"date":"2026-10-14T13:30:37","date_gmt":"2026-10-14T20:30:37","guid":{"rendered":"https:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/?p=28396"},"modified":"2026-10-14T13:30:38","modified_gmt":"2026-10-14T20:30:38","slug":"veteran-launches-streetwear-brand-with-a-mission-to-inspire-positive-change","status":"publish","type":"post","link":"https:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/scottsdale-fashion-flash\/veteran-launches-streetwear-brand-with-a-mission-to-inspire-positive-change","title":{"rendered":"Veteran Launches Streetwear Brand with a Mission to Inspire Positive Change"},"content":{"rendered":"\n

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>, a Phoenix-based streetwear brand built around a mission of positivity, freedom and self-expression.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

He retired from the military as CSOR\u2019s 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.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

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\u2019s name comes from CSOR\u2019s motto, \u201cAudeamus,\u201d which translates to \u201cLet Us Dare.\u201d For Scherle, the phrase serves as both a meaningful connection to his military background and a call to action.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The brand\u2019s website describes its audience as \u201crebellious optimists\u201d \u2014 people who dare to defy, deviate, speak, protest, choose, ask, love and leave, and who sometimes \u201cdare to dance in inappropriate places.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Scherle\u2019s commitment to advocacy also predates his military career. After graduating from university, he championed his hometown\u2019s now-defunct Welfare Rights Centre, successfully advocating for people who had been denied or removed from welfare benefits and had nowhere else to turn. <\/p>\n\n\n\n

\u201cWith 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.\u201d<\/p>\n\n\n\n

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<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Aaron Scherle is using his veteran-owned streetwear brand, Let Us Dare, to encourage optimism.\n","protected":false},"author":45,"featured_media":28399,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[3],"tags":[3160,6217,576,6216],"class_list":["post-28396","post","type-post","status-publish","format-standard","has-post-thumbnail","category-scottsdale-fashion-flash","tag-featured","tag-let-us-dare","tag-phoenix-fashion","tag-veteran-owned","cs-entry","cs-video-wrap"],"yoast_head":"\nVeteran Launches Streetwear Brand with a Mission to Inspire Positive Change<\/title>\n<meta name=\"description\" content=\"Aaron Scherle is using his veteran-owned streetwear brand, Let Us Dare, to encourage optimism.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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