Our Story
Still showing up and still on watch
We are The Watch, a veteran-owned apparel business trying to make a difference. The reason this brand exists is personal.
Why we started The Watch
We started The Watch because we wanted to put words to something that is hard to explain: trying to hold yourself together while still showing up for everyone else.
That can mean carrying pain, sorrow, heartbreak, and, for some of us, the guilt of coming home. People see you taking care of everyone around you. They do not always see what it takes to get through your own day.
That is what we mean by still standing watch: looking out for the people you love, even when you are struggling yourself. We wanted the person wearing one of our shirts to feel recognized and know that someone else understands that weight.
The lonely post
The pillar before The Watch represents a solitary figure at a lonely post, someone who feels like the last one standing. That meaning is part of where this brand began.
But feeling alone should not mean having to carry everything alone. The message we want beside that line is just as important: you are not alone on this post.
Building something that matters
Today, we are building The Watch together. We want to make apparel that means something to the people wearing it and build a business that gives us a way to show up for our community.
Meet us at local events, get to know the people behind The Watch, and find a design that speaks to you.
Buying from The Watch supports the small business we are building. We want to earn that support through the apparel we make and the care we put into each order.
Whether you served or care about someone who did, you are welcome here. You do not have to have it all together to belong.
Still on watch and here for each other
Meet the people behind The Watch
The Watch brings together Kevin “Chaos” Oldenburg, Bill “Theo” Thielfoldt, and Kristi Thielfoldt. Each brings a different background and perspective to a shared commitment: meaningful apparel, service, and looking out for one another.
Kevin “Chaos” Oldenburg | Founder
Kevin “Chaos” Oldenburg is a U.S. Army Infantry veteran and the founder of The Watch. Based in Colorado Springs, he brings together apparel design, hands-on production, and a commitment to building a place where veterans and the people who stand beside them feel seen and welcome.
Read Kevin’s story
Kevin served in the U.S. Army as an Infantryman, MOS 11B. His belief in looking out for the people beside you remains central to his work with The Watch. He wants the brand to give a voice to those who keep showing up for others while carrying burdens of their own.
That purpose is reflected in the pillar before The Watch’s name. It represents a person standing a lonely post. The brand’s message is a reminder that feeling alone should not mean having to carry everything alone.
Kevin’s work reaches from the first design idea to the finished product. He develops artwork, prepares designs for printing, produces apparel and accessories, and brings the brand to local events. He also works on the storefront and the day-to-day details of building the business. Learning production methods, working through revisions, and improving how a design looks and feels are part of that hands-on commitment.
Kevin serves as Swag Committee Lead for CVMA® CO 3-2, having previously served as Co-Lead. He works with the committee on merchandise ranging from shirts to challenge coins and everything in between, bringing his design and production experience to that shared effort.
He also co-leads poker runs and volunteers his time at other events. His commitment to the veteran community takes shape through both leadership and hands-on work: helping organize events, contributing his skills, and showing up where he can make a difference.
Together with Bill “Theo” Thielfoldt and Kristi Thielfoldt, Kevin is building a veteran apparel brand with a purpose beyond the products it sells. For Kevin, success means making something people are proud to wear and building a community where showing up for one another continues long after the uniform comes off.
No one stands watch alone.
Bill “Theo” Thielfoldt | Co-Founder
Bill is a U.S. Air Force combat veteran who believes in looking out for the people beside you. His service, community involvement, and commitment to fellow veterans helped shape the purpose behind The Watch.
Read Bill’s story
Bill’s military service instilled a belief that has stayed with him throughout his life: you look out for the people beside you, and the watch does not end just because the uniform comes off.
After his military service, Bill built careers in information technology and insurance while continuing to support fellow veterans. He earned a master’s degree in organizational leadership from Regis University, strengthening his commitment to building organizations centered on people and purpose.
Bill’s community involvement has included serving as a Chapter Commander with the Combat Veterans Motorcycle Association, on the Board of Directors for Pride Soccer Club, and with the Doherty High School 300 Club. He also sponsors a scholarship for graduating seniors at Doherty High School.
Whether supporting veterans, students, or families, Bill believes leadership means showing up, taking care of people, and being willing to serve. He has seen the challenges veterans can carry after military service and the importance of connection, purpose, and knowing someone still has your six.
Through his work with The Watch, Bill carries that commitment forward alongside Kevin Oldenburg and his wife, Kristi Thielfoldt. For him, it represents the bond forged through service and the responsibility veterans feel toward one another.
The mission may change. The watch doesn’t.
Kristi Thielfoldt | Co-Founder
Kristi is a U.S. Air Force veteran, educator, and technology professional who believes service doesn’t stop when the uniform comes off. Her career has centered on helping others move forward, from serving her country to helping students build the skills and confidence to reach their goals.
Read Kristi’s story
Kristi served in U.S. Air Force Security Forces, where she developed a lasting belief in hard work, responsibility, and dedication to the mission. She learned the importance of relying on your team and knowing the people beside you are counting on you.
After leaving the military, Kristi completed her undergraduate studies, a master’s degree, and a doctorate in computer science. She built a career in information technology before bringing that experience into higher education and the intersection of technology and education.
Helping others remains central to Kristi’s work. As an educator, she helps students navigate complex subjects, overcome challenges, and prepare for their careers. She brings that same commitment to people and service to The Watch, working alongside Kevin Oldenburg and her husband, Bill “Theo” Thielfoldt.