About Us

Our Mission

To restore pride in supporting our nation’s military and first responders, while encouraging a return to the patriotic foundations of our nation as written in the United States Constitution.

We achieve this through providing high-quality merchandise and by creating a space in which our nation’s frontline defender community, their families, and supporters can connect and congregate.

We also directly support the frontline defender community through donations to veterans and first responders in need.

About us

We are Frontline Defender. We are here for our nation’s best: those who have served and those who are still serving, their families, and their supporters.

Military, police, fire, EMS, and dispatchers These, and other first responders, are the people working the frontlines, whether it be in a foreign country protecting our great nation or on the streets of an American city.

These hardworking men and women do what most can’t or won’t. They run towards the danger. They face fear every day. They protect, they heal, and they help us recover.

We sell patriotic apparel, duty gear, boots, sunglasses, coffee, and more in support our nation’s defenders from some of the most patriotic brands in the country, including our own line of products. In addition to our brand, we also sell: Grunt Style, Relentless Defender Apparel, Nine Line Apparel, Black Rifle Coffee, and many more.

Frontline Defender is owned by the husband and wife team of Brian and Germaine Eisel. Germaine was a loss prevention manager prior to starting the business and Brian was a police officer.

Our stores are run by military vets, first responder vets, and American patriots.  We get it. We understand what it takes to serve and how important it is to stand with those on the frontlines.

We also give back. We contribute to a variety of charitable organization who work closely with veterans of the military and public service including: Lift for the 22, COPS (Concerns of Police Survivors), Veteran’s Outreach of Wisconsin, and Milwaukee Homeless Vet Initiative. We have also created our own non-profit, to help serve vets and first responders in need.


What else is Frontline Defender?

We are more than just a retail store. For many, we are like an American Legion, or a VFW. We have become a safe-haven, a comfort zone, a ‘friendly’ environment.

We’ve had folks from all walks-of-life come in and share stories with us, whether it be tales of military assignments, first responder calls of service, or just day-to-day events. We love to hear those stories.

We like to make our heroes, and those who support them, more comfortable. Our goal is to reinforce what makes our Country great and admire those who are willing to make the ultimate sacrifice.

Our ultimate goal to show pride in our Country and those who have risen up to defend this great land of ours and her people.

We thank each and every one of you for the love and support we’ve received. We will continue to work tirelessly in support of our Nation’s defenders.