For Grant Curtis, reaching his two-year sobriety milestone on September 25, 2024 was a hard-earned achievement. After years of navigating the intense pressures of the apparel industry—fueled by a lifestyle that embraced heavy drinking—Grant came face-to-face with the need for a major change. Today, he’s channeling that journey into United by Sobriety, a headwear brand with a mission: to make sobriety something people wear with pride and to give back to others along the way. With a portion of proceeds going to SAFE Project, a non-profit focused on combating addiction stigma, United by Sobriety is as much about building community as it is about stylish, high-quality apparel.
Grant’s career initially took off in apparel with a prominent role at a major lifestyle brand, but over time, the pressures of his role took a toll. “I worked hard and celebrated harder,” he reflects, adding that the industry culture encouraged the cycle. But he reached a breaking point when his personal life, work stress, and health all began to unravel. A DUI and a divorce were pivotal moments that exposed the extent of his dependency on alcohol. “At some point, I realized I had to take accountability for my choices,” he says. Sobriety became a decision to reset his life, independent of anyone else’s expectations.
Grant’s turning point came when he almost lost his relationship, and he reached out to his brother, who had also found sobriety 6 years ago. “Seeing him choose a better life helped me realize I could do it too,” Grant says. He turned to Alcoholics Anonymous (AA), where he leaned heavily on the support of his sponsor and longtime friend, Tom. Today, that friendship has evolved into a partnership that has shaped United by Sobriety. Grant even gave Tom 50% ownership of the brand. “Tom was there for me through early sobriety, and it’s my way of saying thank you and acknowledging the impact he’s had on my life,” he explains.
The idea for United by Sobriety came from his years in design, where he noticed a lack of authentic, high-quality, sobriety-themed apparel. “Hats are one-size-fits-all, like the message I wanted to create,” he says. “There’s plenty out there, but so much of it feels too clichéd. I wanted something that feels elevated and intentional—something people would actually want to wear.” With a commitment to premium quality, the brand’s purpose is clear: United by Sobriety is about celebrating recovery proudly, without stereotypes.
The launch has come together almost poetically. Grant initially aimed to debut the brand on his two-year sobriety anniversary, and though he missed that date by a few weeks, fate seemed to play along. As he received his two-year AA coin at a meeting, several members were curious about the samples he had brought with him. “People asked what it was all about, and I told them: it’s premium headwear, created to represent sobriety with pride,” he recalls. That same day, he received notice that his trademark for United by Sobriety had been approved—a sign, he felt, that his vision was truly taking shape.
Grant chose SAFE Project as the nonprofit partner for United by Sobriety, citing its dedication to combating addiction stigma and supporting those in recovery. “SAFE Project’s work aligns completely with what I want United by Sobriety to stand for,” he says. “If these hats can help fund their mission even in a small way, I’d be honored.”
United by Sobriety is also launching with a slogan that reflects Grant’s personal journey and his focus on helping others stay on track: “Starve your distractions, feed your focus.” While he admits it’s been a long journey to bring the brand to life, he’s proud of where it’s headed. “I want United by Sobriety to be more than a brand; it’s about changing the conversation around sobriety and helping people feel good about their journey,” he says.
For Grant, success isn’t just about how many hats he sells—it’s about the conversations they start and the sense of pride they bring to those who wear them. United by Sobriety’s November launch represents not just a new chapter for Grant but a growing movement toward embracing sobriety openly and proudly. “I want sobriety to be seen as a badge of honor,” he says, “something people are proud to share with the world.”
