From CEO Reuben Zuckerman, “VLM stands for Veterans Lives Matter. I want everyone to understand that VLM stands for something bigger then a specific group’s lives. With VLM we want to help all groups of people that fight for our freedom and lives. The name fits so well in my opinion for what I’m trying to accomplish, which is to help all veterans. Our goal is to make a difference in their lives and to thank them for all the ways in which they have made our country and our lives better each and every day, by donating 10% of every sale to veterans organizations which in return help the heroes who give us freedom. Veterans have been disrespected, not gotten the benefits they deserve, and it’s time we as the American people help them out.”