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May 26, 2017 Last updated: May 28, 2018

9 New Products in the AoM Store! Zippo Lighter, Pint Glass, New Tees, and More

We’ve recently added some great new products to the Art of Manliness Store that we’d like to introduce you to. Check ’em out below. Every purchase you make helps support the work we do here at the Art of Manliness, and there are even more great items coming in the next few months, so stay tuned!

“Carry the Fire” Zippo Lighter

We’re going to be okay, arent we Papa?
Yes. We are.
And nothing bad is going to happen to us.
That’s right. Because we’re carrying the fire.
Yes. Because we’re carrying the fire. 

Cormac McCarthy’s The Road is a heart-wrenching story about a father and son surviving in an apocalyptic future. Throughout the journey, the father teaches him the physical skills and mental aptitudes needed to survive. But most importantly, the man teaches his son to “carry the fire.” 

For the man and his son, “the fire” is a metaphor not only for the will to live, but to live nobly. It’s an embrace of human goodness. It’s having hope when all seems hopeless.

Our “Carry the Fire” Zippo lighter will serve as a tangible reminder to choose idealism over cynicism, virtue over vice, decency over dereliction, and hope over hopelessness — to continue carrying the fire of goodness and honor that has been passed down to you as well as to pass it down to the next generation. 

The lighter is an American-made Zippo 1941 Replica in the vintage style carried by WWII GIs. The lighter sports a silver, brushed chrome exterior onto the front of which “Carry the Fire” has been machine-etched right here in the USA.

AoM Pint Glass

Enjoy your next cold beverage in an Art of Manliness pint glass! 

The AoM shaker pint glass holds 16 fluid ounces of beer (or other tasty beverage) and has a deep-etched AoM logo that will not wash off with time. 

An excellent (and manly) addition to any kitchen cabinet or home bar. 

Gentleman Barbarian Morale Patch

Our Gentleman Barbarian morale patch will inspire you to ever seek to become the complete man: one who has circumscribed both the soft and hard virtues into a unified whole. Put it on your ruck pack or chest kit as a reminder that every man needs to be physically strong enough, and mentally tough enough, to protect his loved ones, principles, and the civilized virtues.

Be a gentleman. And a scholar. And a beast.

Woven 2.5″ long patch with velcro backing.

New T-Shirt Designs

Desperta Ferro

The Almogavars were warriors from Christian Iberia (what is now Spain and Portugal) during the 13th and 14th centuries. Assembled in small, autonomous groups, these legendary soldiers operated more like bands of outlaws than formal military units, and they had the grit and agility to match. Frontiersmen drawn from wild, mountainous regions, the Almogavars were marked by their ability to live on little, sleep out in the open, and go to war with the lightest of clothing and arms — a practice that kept them quick and mobile and able to execute surprise raids and attacks. Renowned as some of the best infantrymen of the time, these guerrilla warriors were famous for their ferocity, discipline, fitness, and endurance.

The Almogavars were also known for their unique pre-battle ritual. Before launching an attack, which was typically conducted at night, they would shout “Desperta Ferro!” — meaning “Awaken Iron!” — while striking their knives and lances against a piece of flint to create a cascade of sparks. These fireworks exploded through the darkness, filling the warriors’ hearts with thumos, and their enemies’ with fear.

We’ve taken this manly battle cry and put it on a tee as a reminder to let the sparks of your spirit light up the darkness as you rouse the warrior within — perhaps while awakening the slumbering iron at the gym.


In his rise from sensitive boy, to renowned writer, and ultimately British Prime Minister, Winston Churchill took as his personal maxim “Keep Buggering On” — a salty phrase he abbreviated to the punchier K.B.O. for use in polite company. During WWII, K.B.O. became his watchword as he fought to maintain his own fortitude during dark days, and encouraged his countrymen to rise to their finest hour. It’s said that Churchill would start his day telling people in his office to K.B.O. and that he’d sign off his telephone conversations with the initials as well. 

Churchill understood that progress in any monumental endeavor doesn’t come in leaps and bounds, but rather through slow, persistent, gritty steps. This K.B.O mindset is well encapsulated in the “British Bulldog’s” famous advice to “Never give in — never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honour and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy.”

Our K.B.O. shirt is a reminder to you and those around you of that principle of undaunted tenacity. 

In homage to Churchill’s canine-inspired nickname, it features his resolute motto alongside an image of a wonderfully stubborn bulldog. 

If you’re a man who seeks to be absolutely dogged (see what I did there?) in your determination, the K.B.O. shirt is for you.


Valor is heroic courage in the face of daunting risk and pressing danger. It’s a virtue that has been celebrated in men since the days of ancient Greece. While it’s often used in the context of courage in battle, the French essayist Michel de Montaigne believed valor represented “the courage of the soul.”

Whether you’re a soldier on the front lines of combat or a man facing moral and ethical battles at home, we all stand to benefit from making valor a cardinal virtue. Our Valor tee is a reminder to live life bravely, no matter the type of challenges you face.

“If” and “Fight in the Shade” Enamel Pins

Our “If” lapel pin, like the great Kipling poem of the same name, will remind you to ever be striving towards something greater, and to accept the setbacks you encounter along your journeys with a steady heart. To ever seek to turn potential into reality in this adventure called life.

According to the Greek historian Plutarch, during the Battle of Thermopylae between the Spartan 300 and the Persians, a Spartan warrior complained to King Leonidas that “Because of the arrows of the barbarians (Persians) it is impossible to see the sun.” To which Leonidas responded with his typical Laconic wit: “Won’t it be nice, then, if we shall have shade in which to fight them?”

Our Fight in the Shade lapel pin is inspired by these immortal words. It’s a reminder both to keep fighting even when the odds are long and the going will be tough, and that you have the power to turn every obstacle into an aid towards victory.

Leashing the Black Dog E-book

Depression isn’t something a lot of men like to talk about because in the modern West it is seen as a weakness, and a man isn’t supposed to be weak. What’s more, men are generally less apt to talk about how they’re feeling than women are. We’re more action-oriented and externally-driven, and pay less attention to what’s going on within.

But a lot of men are silently suffering. They’re tired of feeling numb inside. Suicide, a common outcome among people (especially men) experiencing severe depression, has been on the uptick since 2000. Of all the people who committed suicide in 2013, 77% were men. It’s a problem that hits men the hardest, but no one is talking about it that much.

In Leashing the Black Dog: A Guidebook to Understanding and Managing Male Depression, AoM Editor-in-Chief Brett McKay shares his personal struggle with depression and takes readers on a journey to understanding how to leash what Winston Churchill called “the Black Dog.”

In this 65-page ebook, you’ll learn:

  • The surprising history of depression
  • What causes depression (and how it can actually have an adaptive advantage)
  • The symptoms of depression in men
  • Action-oriented, researched-back steps you can take to manage your depression

This book doesn’t promise a cure to depression (which doesn’t exist), but will empower individuals to put a leash on their own black dog.