#United States #Salt Lake City #Black Rifle Coffee #Mat Best #Folded Flag

Honoring the Fallen: Black Rifle Coffee Company’s "Folded Flag"

On Memorial Day 2026, Black Rifle Coffee Company, co-founded by Mat Best, once again diverted attention from commercial promotions to focus on what truly matters: honoring the lives of fallen service members and supporting their Gold Star families. The day's significance is not lost on Best, who has debuted a poignant music video and original song titled "Folded Flag," serving as a tribute to those who paid the ultimate price for freedom.

Paying Tribute to Fallen Heroes

The release of "Folded Flag" is backed by a substantial commitment from Black Rifle Coffee Company, as they pledge $150,000 to the Major Brent Taylor Foundation, an organization dedicated to supporting Gold Star families. Established by Jennie Taylor following the loss of her husband, Major Brent Taylor, the foundation provides vital support to families navigating the aftermath of military loss. The generous contribution represents a broader strategy by BRCC to offer millions in assistance to veterans, active-duty personnel, and first responders throughout 2026.

Mat Best articulates the essence of the holiday by saying, "Memorial Day should be spent with the people you love... But that freedom was paid for by men and women who didn't make it home." The song and video aim to emphasize that while this holiday is often perceived as a celebration, it should also be a solemn reminder of sacrifice.

A Message of Hope and Resilience

"Folded Flag" delivers a heartfelt message about the symbol of the American flag, representing not only service but also the immense loss endured by families across the nation. Drawing from his military experiences and personal losses, Best encapsulates the heavy burden carried by Gold Star families. He states, "It's a hopeful way to honor the ones we've lost, the families who continue to live with that sacrifice, and the cherished memories they carry with them."

The authenticity of the project shines through, as the music video features real combat veterans, including individuals from special operations, enriching the vision with firsthand insights and experiences.

Returning to Memorial Day’s True Meaning

Jennie Taylor, the founder of the Major Brent Taylor Foundation, reflects on the personal nature of Memorial Day for families affected by military losses. According to Jennie, "'Folded Flag' captures the essence of why this Foundation exists… For those of us who live in the aftermath of tragic loss, the impact is lifelong — and this level of support is invaluable."

As many Americans view Memorial Day as the unofficial start of summer, the video serves as a poignant reminder of the sacrifices made by service members. Best’s intention is to steer the narrative back to the core reason for commemorating this day — remembrance and tribute for those who gave everything.

Availability and Support

"Folded Flag" is now available on major streaming platforms, including Spotify, Apple Music, Amazon Music, and YouTube Music. The official music video can be found on various outlets as well. For individuals looking to support Gold Star families in honor of a fallen hero, donations can be made through the Major Brent Taylor Foundation's official website.

Mat Best, a decorated U.S. military veteran, reflects a philosophy intertwined with discipline, accountability, and a mission-first mindset, imprinting these values into Black Rifle Coffee Company since its inception in 2014. As a bestselling author, his storytelling resonates with audiences, capturing the complexities of military life and sacrifice through various mediums.

Ultimately, with "Folded Flag," Best creates one of his most personal expressions to date, reinforcing his long-standing commitment to recognizing and supporting families affected by loss. Black Rifle Coffee Company continues to embody its mission, intertwined with honoring fallen heroes, while fostering a supportive community for those who served. The release of this tribute is not just a campaign for them; it's a commitment to the larger military community and the values they hold dear.