Hero’s Pride , manufacturer and distributor of duty gear, patches, and badges for law enforcement and first responders, has announced the launch of a direct‐to‐consumer ecommerce platform.

Consumers will be able to browse and purchase the full line of Hero’s Pride duty gear, including the AirTek and Ballistic lines of accessories, to augment or complete their current uniform. The Hero’s Pride core line of patches is also available on the site.

“With the launch of our consumer direct ecommerce platform, Hero’s Pride products become available to first responders 24 hours a day, 7 days a week,” said Doug Jankowski, director of eCommerce for Hero’s Pride.

In addition to the direct‐to‐consumer ecommerce platform, Hero’s Pride will continue to serve law enforcement agencies exclusively through its network of authorized dealers across the United States.

“The new platform provides an opportunity to reach new communities and first‐time buyers across the United States,” said Oz Barhama, chief strategy officer for Hero’s Pride. “We believe that this additional distribution channel will help our already‐established channels become even more successful.”

To celebrate the launch of the new ecommerce platform, first responders who visit HerosPride.com are also eligible to receive a free, special edition Hero’s Pride patch.