We Will Not
Forget
Their Names.
In honor of every American service member who gave their last full measure of devotion — whose names are carved in stone, whispered in prayers, and held forever in the hearts of those who loved them.
From a Veteran-owned family who understands what it means to serve, to sacrifice, and to remember.
Memorial Day Is Not a Celebration.
It Is a Reckoning.
There is a difference between celebrating a long weekend and honoring the dead. Memorial Day was never meant to be the unofficial start of summer. It was born in the aftermath of the Civil War — when Americans, exhausted by grief, needed a day to tend to the graves of those who never came home.
More than 1.3 million American service members have died in the nation's wars. Each one had a name. A face. A mother who waited. A child who grew up asking questions no one wanted to answer. A story that ended too soon.
Memorial Day asks us to stop. To be still. To say their names — even the ones we never knew — and to hold space for the weight of what was given on our behalf.
"The bravest are surely those who have the clearest vision of what is before them, glory and danger alike, and yet notwithstanding, go out to meet it." — Thucydides
When we built Silly Nice, we built it on the foundation of what our family has always known: service costs something real.
Our grandfathers served. Our family has worn the uniform of the United States military across generations. We know what it looks like when someone comes home — and what it looks like when they don't. We've sat at tables with an empty chair. We've watched grandmothers fold flags with trembling hands.
We are Veteran-owned not as a marketing badge — but because veterans built us, shaped us, and showed us what it means to be part of something larger than yourself.
Memorial Day for us is not a holiday. It is a responsibility. It is the annual reminder that the freedoms we use to build a business, raise our children, and live our lives freely in New York — were paid for by people who gave everything.
To every Gold Star family. To every parent who buried a child in uniform. To every son or daughter still looking for a way to carry forward the weight of a name on a headstone — we see you. We honor you. We will not let this day pass without saying so.
With deep respect and gratitude,
The Founders of Silly Nice
Black-Owned · Veteran-Owned · New York
Every Branch.
Every Sacrifice.
One Nation's Debt.
Est. 1775
Army
The oldest and largest branch, bearing the weight of every ground campaign in American history.
Est. 1775
Navy
Guardians of the seas, projecting strength and protecting freedom across every ocean.
Est. 1775
Marine Corps
The few and the proud. First to fight, last to leave. Semper Fidelis.
Est. 1947
Air Force
Masters of the sky, defending the nation from the highest altitudes known to warfare.
Est. 1790
Coast Guard
Semper Paratus — always ready. Protecting American waters and saving lives at sea.
Est. 2019
Space Force
The newest branch, securing the final frontier as the next theater of American defense.
1941 – 1945
The Greatest Generation
Grandfathers who crossed oceans to face fascism. Who wrote letters home they were not sure would arrive. Who came back changed — or did not come back at all.
1950 – 1953
Korea & The Forgotten War
Called the Forgotten War, but remembered by every family who lost someone on those frozen hillsides. Thirty-six thousand Americans did not come home.
1955 – 1975
Vietnam
A generation asked to fight a war the nation was uncertain of — and who paid the price regardless. Over 58,000 names carved into black granite.
1990 – Present
Gulf War & Modern Conflicts
The wars of our parents and ourselves. Iraq. Afghanistan. The War on Terror. Service members still deployed today, still making the ultimate sacrifice.
Among the 1.3 Million
These names are representative of the countless Americans whose lives were given in service. Every name below stands for thousands more.
…and 1,300,000 more. Their names live on.
The Ones Who Bear
the Weight at Home.
A Gold Star Family is one who has lost a loved one in active military service. They carry a weight that most of us cannot comprehend — and they carry it quietly, with a dignity that humbles everyone around them.
These are the mothers who kept the bedroom the same. The fathers who went to every graduation ceremony alone, holding a photograph. The children who learned the meaning of sacrifice before they learned long division.
The grief of a Gold Star family is permanent. It does not end when the news cycle moves on. It lives in kitchens and at holiday tables and in the quiet moments at dawn when the world is still and the absence becomes everything.
"Our fallen soldiers are not statistics. They are sons and daughters, husbands and wives, mothers and fathers — and the love their families hold for them never fades."
To every Gold Star family: we see you. This day exists because of your loss.
Rest, Soldier.
We Have the Watch.
The phrase "I have the watch" is what you say when you relieve a fellow sailor — when you take responsibility so another may rest. Every Memorial Day, we say this to the fallen. We have the watch. We carry what you built. We will not waste what you gave.
From Silly Nice — a Veteran-owned, family-built brand — with gratitude deeper than any words can hold.
1.3M+
Americans who died in service
58,220
Names on the Vietnam Wall
405,000
Lost in World War II
Every Year
We pause. We remember. We honor.