Accused war criminal Ben Roberts-Smith has launched a brand, stating he needs the income to support his family and fund his legal expenses after being charged with murdering or ordering the murders of five unarmed detainees while deployed in Afghanistan between 2009 and 2012.

Brand Launch

Roberts-Smith introduced the label with a video on Instagram featuring him walking along a beach on the Gold Coast and working out, accompanied by media reports about his Victoria Cross award and subsequent arrest. The video included the caption:

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"Get ready….the time has come. #neveroutofthefight #underdog"

Legal Charges

At 47 years old, Roberts-Smith was arrested in April and charged with multiple murders during his deployment in Afghanistan. In a statement released that month, he categorically denied all allegations against him, asserting that he had “always acted within my values, within my training and within the rules of engagement.”

Brand Significance

Roberts-Smith named the brand EPIC 1 TWO after his radio call sign from the mission for which he was awarded the Victoria Cross. He explained:

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"The whole premise of doing a brand, from my perspective, is to, one, I mean, I’ve gotta try and find some way to make money for my family."