You know when you start a business and everyone says, “The name is everything”? That’s about the point I contemplated naming mine Judy and the Fast Flier Club. Sounds cool, right? Picture it: the exclusive jacket, a club badge, maybe even a secret handshake—”The Fast Flier Club” in all its jet-fueled glory. But one thing quickly dawned on me. This brand wasn’t about “the fliers”—it was about us: the ones waiting on the runway, sometimes quite literally, but more often figuring out life outside the cockpit.

But, why Judy?

First off, “Judy” has a place in military speech. It’s brevity code: when a pilot says “Judy,” they’re essentially signaling, “I see the target, I’ve got it covered. Now, let’s cut the chatter and let me do my thing.” Although you don’t want to be “Judyed” in the mil, it’s this assertive, “I got it” vibe that resonates with our brand. As a person, Judy is confident, knows her mission, and doesn’t need the entire squadron weighing in on every decision. Kind of like a modern military spouse, wouldn’t you say?

"So Darkstar, Judy Judy
I'm goin' in for guns" - Dos Gringos 

But “Judy” is also the quintessential Milso. And if you don’t know what a Milso is–he/she is a military significant other, because not everyone’s married in the mil–we’ve got girlfriends, fiance’s, partners, spouses, and honestly anyone who’s along for the ride is basically a Milso. She’s a little tired of the BX (and wonders how it’s managed to stay stuck in 1993 for the last two decades). Judy questions the food options on base—because if you want anything other than fast food, you might as well wish upon a star. She is unapologetically herself, thinks mil-merch could use a stylish reboot, and yes, she’ll cut a standard-issue tee into a cropped one without blinking. Judy is for the modern military spouse who wants to feel special, unique, and like part of something cool—because let’s face it, she is.

So why nix “the Fast Flier Club”? Here’s where I get personal. My husband is a fast-flier—he’s in an F-16, no less. And while I could wax poetic about jet fuel and the sound barrier, the truth is, Judy isn’t about the “fast-fliers”. It’s about the non-fliers, the spouses outside of the military but who are still 100% part of the military landscape, or perhaps the curious civilian who wants to know more. There is no need for me to add on the part “and the fast flier club”. Judy by itself is sufficient.

When I think of the name Judy, I imagine a woman from the 40s or 50s, like Rosie The Riveter, a cultural icon taking charge. The name carries a retro charm and a strong sense of personality, which makes it memorable and distinctive—perfect for describing the rebellious Milso with a modern twist. There’s more to the generic, antiquated, overly masculine nature of mil-life, and Judy is here to shake it up with style and a new perspective.

Discover more at thisisjudy.com