Our Story
Founded in 2023 by a couple of friends in Austin, Texas, Eternal Crown Apparel is an active lifestyle apparel brand representing authentic heroism. We share authentic hero stories with the world, and apparel for the everyday hero that aspires to live beyond themself.
What follows is our origin story, values, apparel and hero stories.
1994 // The First Tee — Before We Knew What We Were Building
At 10 years old, Courtney wasn’t chasing trends—he was making his own. While other kids scribbled on desks or walls, he hand-crafted his first graphic tee: bold, loud, and proudly stamped with his name in red, white, and blue.
He didn’t know it then, but that spark would grow. From soccer fields to lifting sessions, Courtney kept blending movement with meaning. What started as a one-off tee became the seed of something bigger—proof that even early misfires can lead to real purpose.
2011 – 2020 // Hustling and Learning the Craft
With big dreams and a borrowed hand-me-down screen printer, Courtney kicked off his first clothing venture right from his garage. Late nights and how-to videos fueled his early experiments, as he learned every stitch of the process, even when setbacks hit hard. Upgrading to pro gear and selling shirts at fitness events soon followed. In 2016, the dream crystallized into Eternal Crown—a nod to the relentless pursuit of global impact and the beauty of learning from every misstep.
2021 // Answering the Call
After a year full of questions, a single word—“Tanzania”—woke Scott from a dream. That moment sparked a shift. In 2021, he and Courtney stepped into something bigger than themselves: their first mission trip to Africa.
Courtney sold all his printing gear, trading garage hustle for global purpose, and moved to Tanzania for a year. Scott began leading youth teams to Guatemala. The mission field reshaped everything—what success looked like, what impact meant. Real heroism wasn’t about building a name, but building a life that lifts others.
2023 // The Rebirth
After years of hustle, heart shifts, and redirection, Courtney and Scott relaunch with a renewed mission—one rooted in authentic heroism. No hype, no ego—just purpose. Their first collection drops, carrying a message bigger than fashion: live for more, lift others, and leave a legacy that matters.
2024 // Mark of a True Hero
With their own journeys reshaped, Courtney and Scott turn outward—on a mission to spotlight everyday heroes making real impact. No capes, just courage. They begin building a movement, one story at a time, sharing lives marked by purpose, sacrifice, and legacy.
Their first filmed hero story is captured—raw, real, and ready to premiere. It’s more than content—it’s a spark. The start of a global conversation about what it really means to live like a hero.
Present Day // Wear the Mission
At Eternal Crown, we create bold headwear and apparel that people actually want to wear—gear that turns heads and carries meaning. From fitness to streetwear to unique soccer jerseys, we’re building more than a brand—we’re building a movement.
Every piece is designed with purpose, inspired by the mark of a true hero. Because this isn’t just about what you wear—it’s about the life you live. Eternal Crown is for those chasing legacy, not likes. A story worth wearing. A story worth living.
