EVERY STANDARD
STARTS WITH A STORY

01
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 different life.

Belay Brummel after being adopted

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 faced problems that no product on the market seemed built to solve.

At Cal, he started training quarterbacks through QB Coach Belay. The more he coached, the more he saw the same problem: quarterbacks were being asked to perform at the highest level without products built specifically for them.

Belay Brummel training quarterbacks

So He Set Out To Build It Himself.

He finished his degree from UC Berkeley in two and a half years, while building the foundation for [THE] Standard.

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

Belay Brummel

Every quarterback faces moments that test who they are. No brand has truly built for the position that demands the most.

Until Now.

Belay Brummel at Cal Bears game

THE QUARTERBACK TRADITION

Cal has produced some of the greatest quarterbacks to play the game. Aaron Rodgers. Jared Goff. Rich Gannon. The list extends across generations.

[THE] Standard was built to carry that legacy forward. A legacy shaped by preparation, execution, and the refusal to live below the line.

As Seen In

Nothing Below The Line.