The Brand That Started With a Dare

When Ed Parcaut — U.S. Navy veteran and founder of Helping The Brave — started running 10Ks and completing triathlons, people kept saying the same thing:

“Holy cow — that’s hard!” The phrase stuck.

HolyCow became more than a reaction — it became a mindset. A battle cry. A reminder that the hardest things in life often become the most meaningful.

The Brand That Started With a Dare

When Ed Parcaut — U.S. Navy veteran and founder of Helping The Brave — started running 10Ks and completing triathlons, people kept saying the same thing:

“Holy cow — that’s hard!” The phrase stuck.

HolyCow became more than a reaction — it became a mindset. A battle cry. A reminder that the hardest things in life often become the most meaningful.

HolyCow is for anyone who:

  • Has done something people didn’t think they could

  • Is rebuilding after trauma, loss, or transition

  • Keeps showing up — even when it’s hard

  • Has ever heard “Holy cow, you did what?”

It’s not just a slogan. It’s a signal that you’ve been through the fire… and came out forged, not burned.

The Gear That Starts Conversations

Whether it’s a hat, shirt, or hoodie — HolyCow gear isn’t just merch. It’s a flag for the hard-earned.

Coming soon:

  • Classic HolyCow logo caps

  • “Do the Hard Things Anyway” tees

  • Veteran-designed limited drops

Made for vets, endurance athletes, fighters, and anyone who’s had to earn their comeback.

Featured Products

HolyCow Running Midweight Hoodie

Instant conversation starter

Holycow Rucking Closed-back trucker cap

For agents, investors & fans alike

HolyCow Running Foam trucker hat

For agents, investors & fans alike

HolyCow Rucking T-shirt

Instant conversation starter

Where It All Started

HolyCow was born in Ed’s post-service healing journey — and shows up again and again in stories shared on the Helping The Brave podcast.

Check out Ed’s story and others like it on Helping The Brave.

Why It Matters

Proceeds from this collection help us bring Operation Firewalk to more people—especially veterans, entrepreneurs, and anyone navigating personal transformation. Your purchase helps others walk through fear and into freedom.

Join the Movement

Be the first to grab the drop. Join the HolyCow community and rep the mindset.