Fatigues transferred to handbag division

After military fatigues bear the heat, sand and sweat of war, some face an usual form of retirement.

The pockets are ripped off, the holes are stitched up, pink trim is added and they are sewn into — purses.

All Fired Up Candle Co., founded by military wives in 2001, makes and sells the military-inspired purses, as well as clothing and candles, on military bases across the country. For the 25 women who make up the company, All Fired Up serves as an outlet to express their professional goals as well as their support for the military and their husbands.

Roxanne Reed, founder and chief executive officer, began molding candles with military insignias in her home in 2001 as a way to stay busy and make extra money.

As her business continued to grow in 2003, she attended Jane Wayne Day. She and other Marine wives jumped out of airplanes, fired artillery and experienced some of the other activities their husbands do. Wearing heavy combat gear, participants threw their rucks, or backpacks, into a confusing pile.

“So I had tied a pink bow on my husband’s ruck,” Mrs. Reed said. “I saw the combination and went, ‘Jane Wayne Gear — that’s so cool.’”

Jane Wayne Gear, a subsidiary of All Fired Up, now includes a line of purses, T-shirts, pins and accessories. One set of donated fatigues can make four bags.

Operations manager Joetta Libby said the bags, which are the company’s top product, sell for between $45 and $65.

All Fired Up shops sell products from all military branches outside Marine Corps bases Camp Lejeune, N.C., and Twentynine Palms, Calif. Although they aren’t military stores, they are associated with the military because of their locations. All Fired Up also sells products in post exchange stores on bases including Quantico, Va., and on the Web at allfiredupcandlecompany.com.

The company plans to expand to bases in the other military branches and eventually in civilian boutique stores, and is pursuing investors.

Next month, employees plan to tout the line to retailers at the AmericasMart wholesale products show.

Mrs. Reed declined to reveal figures, but said sales have doubled each year. From 10 percent to 20 percent of proceeds go to the Jane Wayne Foundation, which provides startup money and professional mentoring to military wives who want to start businesses.

The 25 women who run All Fired Up, based outside Camp Lejeune in Jacksonville, N.C., are scattered at military bases throughout the country. For many of them, it is the only kind of work that fits the lifestyle of their career-military husbands, whose assignments force them to move frequently.

“Most military wives are professionals at some levels … but we move so much we can’t really integrate ourselves into the natural corporate sector,” Mrs. Reed said. “The private sector sometimes considers our transient lifestyle a prohibitor.”

The women of All Fired Up find a bond with other military wives, who take pride in the fact that the candles and clothing come from their “inner circle.”

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