About Us: The Heritage of The Rack
At The Rack, we believe that the cloth of our nation is woven from the threads of individual service, sacrifice, and an unbroken lineage of valor. Our brand isn't just about apparel; it is a living archive of the American spirit, inspired by a family history that stretches from the first muskets of the Revolution to the jungles of Vietnam. As we approach the 250th Anniversary of the United States, we invite you to wear the story of those who built and defended our home.
The Meaning of The Rack
To us, the name The Rack represents the intersection of the rugged American outdoors and the storied history of those who defended it. While the antlers in our logo reflect the outdoor culture we live and breathe, the name carries a deeper, dual meaning. In the service, a "rack" is a hard-earned display of a person's history — the ribbons and medals that tell the story of where they've been and what they've endured. Whether it is a trophy found in the North Carolina woods or the decorations on a dress uniform, a rack is a symbol of maturity, survival, and a life lived with purpose. We build gear for those who respect the heritage of the hunt and the weight of the uniform.
Est. 1776
The Foundation: 1776
Our military heritage began with a personal request from George Washington himself. The Hilton family and the Washingtons were close friends in England, sharing both bonds of marriage and community. When Washington struggled during the Revolutionary War, he sent for the Hilton brothers to join the fight. They accepted the call, bringing their families to Virginia to defend the birth of a new nation.
1939 – 1945
The Greatest Generation: World War II
The Tank Commander's Sacrifice
Herbert Graham Burton served as a staff tank driver, maneuvering Sherman tanks through the brutal landscapes of the European theater. During the Battle of the Bulge in December 1944, he was captured by German forces and held as a Prisoner of War (POW) for nine months. His wife, Evalene, received the dreaded telegram marking him Missing in Action (MIA). Herbert returned home an honorable man in 1945, carrying three Bronze Stars and a Sharpshooter medal, as well as the habits of a man who had known true hunger.
The Doc of D-Day
James Marshall Hilton Smith joined the Navy at 18 as a Pharmacist's Mate (Corpsman). On the morning of D-Day, he was aboard a landing ship carrying tanks and soldiers to the shores of France. At just 18 years old, he was responsible for the care of the wounded, using wire to hold men together when sutures ran out, and performing the grim duty of moving the fallen to makeshift morgues. Under the fire of heavy artillery, James and a fellow corpsman were selected for their speed to run a desperate resupply of medical equipment to the beach. They ran in a zig-zag pattern across the sand to avoid Howitzer fire, miraculously delivering the supplies and returning to their ship. Though he later served on top-secret Cold War projects like Camp Century — a city under the ice in Greenland — it was the memory of those young lives lost on the beach that stayed with him most.
1965 – 1973
The Price of Patriotism: Vietnam
The legacy of service continued with James Howard Umberger, who volunteered for the Vietnam War shortly after high school. Stationed at Tan Son Nhut Air Base, he served as a parachute rigger, ensuring the safety of those who took to the skies. Though he returned home to serve as a West Virginia State Trooper, the war followed him back in the form of aggressive cancer linked to heavy exposure to Agent Orange in the jungle. His sacrifice is a reminder of the unseen costs of the uniforms we honor.
The Road to 2026: A National Re-Discovery
In 1776, George Washington sent a call to the Hilton brothers to help birth a new nation. In 2026, as the United States celebrates its 250th anniversary, we are answering a different call: to ensure that the two and a half centuries of sacrifice that followed aren't lost to the fog of time. We believe the best way to celebrate our future is to truly know our roots. The Rack isn't just launching for a milestone; it is launching to move these family legacies out of dusty drawers and back into the American conversation. We are pointing to our history to help a new generation find their own.
Authentically American: Designed and Printed in the USA
For us, how we bring our story to life matters. Every design in The Rack collection is conceived by American artists, refined by American hands, and printed right here in the United States. Our ancestors fought to build and defend American freedom and American creativity — and we honor that by keeping the creative process on American soil from first sketch to finished print. The artwork on every piece is original, commissioned specifically for The Rack, and produced domestically. Designed and Printed in the USA isn't just a label — it is a commitment to the country that made this story possible.
The Final Fight: Our Commitment to Veterans
We know that the price of patriotism isn't always paid on the battlefield; sometimes, it is paid in the years that follow. Inspired by James Umberger's silent, post-war battle with Agent Orange, we believe no veteran should have to fight their final battle alone. A portion of every sale at The Rack is dedicated to supporting veteran health initiatives and organizations focused on toxic exposure and unseen service-related illnesses. We honor the "Docs" like James Hilton Smith by supporting the medical needs of the men and women who carried the weight of the nation on their shoulders.
A Family Statement
The Rack began as a family mission. After years of preserving the yellowed letters and tarnished medals of our ancestors, we felt a profound compulsion to move these stories out of the shadows and back into the light. As a family, we share a duty to honor those who came before us — the tank commanders, the corpsmen, and the riggers — and the countless other Americans who have fought to keep our country safe. Based in Apex, North Carolina, the three of us — Burton, Sutton, and Nichole Williford — founded this brand together to bridge the gap between our past and our future. As we approach the American Semiquincentennial in 2026, our goal is to ensure that the names of the brave are not just remembered in history books, but carried forward with pride by the generations to come. Honoring the Past. Outfitting the Future.
— Burton, Sutton & Nichole Williford, Founders, The Rack