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‘Forget the Sales. Remember the Fallen.’ Sitka Closes Doors for Memorial Day

The Montana-based brand honors fallen veterans by shuttering both its Bozeman brick-and-mortar store and its website for the coming holiday.

american soldiers salute the flag(Photo/Shutterstock)
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In a display of respect for America’s fallen veterans, Sitka plans to close its entire platform to retail access on Memorial Day, May 29. Both the Sitka Depot retail store in Bozeman, Mont., and the Sitka site will be closed for the holiday.

Instead, the brand will redirect visitors to the Folds of Honor Foundation. The nonprofit provides educational scholarships to the spouses and children of military members who have died or suffered disabling injuries while serving in the United States armed forces.

Lt. Col. Dan Rooney, an F-16 fighter pilot currently in San Antonio-Randolph, Texas, founded the nonprofit in 2007. Last year, it expanded its mission to include first responders. Folds of Honor’s scholarships support private school tuition or tutoring in grades K-12 as well as post-secondary tuition.

Monday marks the second year of the initiative, which Sitka calls “Forget the Sales. Remember the Fallen.” Steve DelRosso, business leader and general manager of Sitka Gear, said encouraging results last year helped inspire the program’s return.

“Memorial Day wasn’t created for buying new gear or shopping sales,” DelRosso said in a press release. “Last year, our efforts on this day supported eight scholarships to the family members of fallen soldiers. The lives impacted by our efforts in 2022 inspired us to continue this initiative and hopefully inspire other businesses to stand with us.”

“Folds of Honor is proud to partner with Sitka, and we are beyond grateful for their generosity and support,” said Col. Nick Nichols, president of Folds of Honor and a veteran himself. “Together we will ensure these military families achieve their educational dreams. Beyond thankful!”

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