The Story

Every standard starts with a story.

Chapter 01 / The Origin

Built by Belay Brummel.

Cal Quarterback · Founder of [THE] Standard

Belay Brummel's story is shaped by adversity and the decision to live above the line.

Adversity started early. He was born during a famine in Ethiopia, where the circumstances did not offer many paths forward. At five years old, he was adopted and given a chance at a new life.

Belay and his mom

Read more about Belay's story →

In seventh grade, he started his first business: a cattle business.

“Football became the place where everything went away.”

Belay went on to become a quarterback at Cal. During his three years at Berkeley, he experienced what every quarterback learns quickly: the position demands everything. The quarterback has to prepare, lead, make decisions, and perform when everyone is watching.

Yet despite being one of the most demanding positions in sports, there was no brand built specifically for quarterbacks.

At Cal, Belay started training quarterbacks through QB Coach Belay. The more he coached, the more he saw the same gap. Quarterbacks were being asked to compete at the highest level but there was no brand built to support their game.

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So he set out to build it himself.

QB Coach Belay

Chapter 02 / The Foundation

Discipline. Preparation. Composure.

He built the foundation for [THE] Standard while at Berkeley.

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He earned his UC Berkeley degree in two and a half years.

[THE] Standard exists because of that journey. It is built on the same lessons Belay learned through adversity: discipline, preparation, and composure.

Every quarterback faces moments that test who they are. The hardest position in sports deserves a brand built for it.