Black Honors Veterans Thru Start-Up


Travis, and Machelle Black, of Greenwood based Shell Shock Apparel

Long before her first product was made tangible, Greenwood entrepreneur Machelle Black of Shell Shock Apparel knew her mission, and with definitive meaning.

Within that mission carries an effort to bring awareness to PTSD, and with each purchase, a Veteran is supported through many methods.

Last Saturday, Black along with her family, and many loyal supporters gathered to lay wreaths at the Fort Smith National Cemetery.

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“We feel that as Americans, we should respect and honor our fallen Veterans. Without these great men and women, we would not enjoy the freedoms that we have today”

– Machelle Black

While many give their time for personal reasons, Black added that this gesture is one additional way they can contribute to taking care of the military family.

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Rayleigh (Left) and Brielle (Right) lend a helping hand.

In addition to their many supportive outlets, they also assist donations to Service Dogs of Distinction who provide service dogs at no charge to Veterans suffering with PTSD.

We want to make this an annual tradition of gathering Shell Shock Apparel supporters to come out and lay wreaths. Our hope is that we will not only help raise awareness of our cause, but encourage members of the community to support our Veterans every way possible.

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The laying of wreaths holds special meaning to Machelle’s Husband, Travis Black, who is currently a Master Sergeant in the Air Force.

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2 Replies to “Black Honors Veterans Thru Start-Up”

  1. Trinity says:

    Such an amazing and heart warming article.

  2. Sheri says:

    Thank you for all you do to support veterans. As a veteran I am grateful there are people such as yourself who give so much to help us all.

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