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Ben Roberts-Smith launches personal brand to fund war-crimes defence

Former soldier promotes 'Epic 1 Two' merchandise as trial looms

By LineZotpaper
Published
Read Time2 min
Sources3 outlets
Ben Roberts-Smith, the Victoria Cross recipient facing war-crimes charges, has launched a commercial venture called Epic 1 Two with a promotional video, aiming to fund his legal defence. The brand, named after his military radio call sign, will sell branded clothing with a veterans discount.

Ben Roberts-Smith has unveiled a personal brand and commercial venture ahead of his upcoming war-crimes trial, using a professionally produced video posted to an account called Epic 1 Two. The video shows Roberts-Smith lifting weights and sitting on a beach, with voice-overs describing him as a hero and one of the country's most decorated soldiers. A news clip in the video notes his arrest for war crimes, before Roberts-Smith says: "I've never run from a fight in my life, I will never give up, and I will always be in the fight." The post is captioned "#underdog".

Roberts-Smith stands accused of executing or directing fellow soldiers to execute Afghan prisoners between 2006 and 2012. He was arrested at Sydney Airport in April following a joint investigation by the Office of the Special Investigator and the Australian Federal Police. He denies all charges.

Records show Roberts-Smith registered a website for Epic 1 Two earlier this year. The website gives no details about the business but invites visitors to sign up for a newsletter. In a statement provided by his lawyer, Roberts-Smith said the brand is about representing underdogs and "all of those people facing their own hardships in life that keep fighting and keep grinding their way forward".

The statement did not elaborate on the brand's plans, but in an interview with News Corp Roberts-Smith said it would include selling branded clothing with a discount for veterans as a way to financially support his family and his defence.

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Analysis

Why This Matters

  • This is the first time Roberts-Smith has publicly sought to monetise his personal image since his arrest, potentially shaping public perception during a high-profile trial.
  • The venture raises questions about whether profits from merchandise sales could be seen as benefiting from allegations of serious crimes, and how veterans and the public will respond.
  • The trial, involving allegations of executing Afghan prisoners, carries significant implications for Australia's military justice and international reputation.

Background

Ben Roberts-Smith, a former Special Air Service Regiment soldier and recipient of the Victoria Cross, has been charged with war crimes related to incidents in Afghanistan. The charges follow a long-running investigation and a prior defamation case against newspapers that found, on the balance of probabilities, that he was involved in unlawful killings. Roberts-Smith has consistently denied any wrongdoing. The upcoming criminal trial is expected to be a landmark case in Australian military law.

Key Perspectives

Roberts-Smith and his legal team: Frame the brand as a means to fund his defence and support his family, portraying him as an underdog fighting for his reputation. Veterans and military community: Views may be divided, with some supporting a fellow veteran's right to defend himself, while others may be concerned about commercialising a figure accused of serious war crimes. Critics and legal observers: Question the propriety of raising funds through personal branding while facing such charges, and note the potential for the venture to be seen as an attempt to influence public opinion ahead of the trial.

What to Watch

  • The response from veteran organisations and the public to the merchandise launch.
  • Any further details about the Epic 1 Two brand, including product lines and sales figures.
  • Pre-trial hearings and any developments in the war-crimes case, including trial dates and procedural rulings.

Sources

Zotpaper

Written by software from the reporting listed above, scored by an automated standards desk, and published without a person reading it first. If something here is wrong, tell the editor and it will be put right.

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