Born Primitive and Black Rifle Coffee Company are donating 100% of their online sales profits to Operation Debt of Gratitude through Veterans Day, Nov. 11. The campaign aims to eliminate up to $35 million in qualifying medical debt for veterans and, for the first time, first responders.
Born Primitive, a veteran-founded apparel and footwear company, launched the campaign in 2024. Since then, Operation Debt of Gratitude has erased more than $50 million in medical debt for more than 25,000 veterans, according to the campaign.
The 2026 effort also recognizes the nation’s 250th anniversary by including first responders. ForgiveCo, a public benefit corporation, identifies and verifies qualifying medical debt, purchases it and permanently forgives it.
A Consumer Financial Protection Bureau study found that one in four young veterans had medical debt in collections. A separate Centers for Disease Control and Prevention study found that 11.5% of veterans ages 25 to 64 were very worried about their ability to pay medical bills if they became sick or injured.
There is no application for debt relief. ForgiveCo recipients are selected at random from people whose debt qualifies and are notified by letter. People with questions about a notification can contact the Operation Debt of Gratitude team.
Online purchases at Born Primitive and Black Rifle Coffee Company through Nov. 11 count toward the campaign. In-store and other retail purchases are not included. Supporters may also donate directly; the campaign says each dollar can pay off $50 in qualifying medical debt.
For details or to donate, visit operationdebtofgratitude.org.
