Still Heading Up. Always.

By DIA

Changed the World Forever
The attacks of September 11, 2001, changed the course of history in a way the world had not seen since the end of World War II. The image of the Twin Towers, engulfed in smoke before their collapse, remains etched in the memories of all who witnessed that terrible day. It was a day of unimaginable loss—and extraordinary heroism.

Brave Heroes
Among the first responders were the brave men of New York City’s Ladder Company 3. When the order came to evacuate the towers, they didn’t retreat. They continued their climb, risking—and ultimately sacrificing—their lives to save others. Their final decision was not made in fear, but in unwavering service to those trapped above.

They were legends in the making:
- Men who chose courage over safety
- Men whose names and deeds deserve to be remembered by every generation
- Men of a rare and selfless breed

We honor them, and we refuse to let their memory fade.

The DIA 3 Truck: Still Heading Up - Always Hoodie is our tribute to the men of Ladder 3 and their final stand of bravery. It carries the spirit of Captain Paddy Brown, a U.S. Marine Corps veteran and commanding officer of Ladder 3, whose final radio transmissions capture the heart of that day:

Captain Paddy Brown / Ladder 3:
“I’m on the 35th floor, okay, okay?
Just relay to the command post we’re trying to get up.
There’s numerous civilians at all stairwells, numerous burn injuries are coming down.
I’m trying to send them down first.
Apparently, it’s above the 75th floor.
I don’t know if they got there yet. Okay.
Three Truck and we are still heading up.
Okay? Thank you.”

Command Post to Ladder 3:
“Command Post to Ladder 3, get out of the building!”

Captain Paddy Brown / Ladder 3:
“This is the officer of Ladder Co. 3. I refuse the order!
I am on the 44th floor and we have too many burned people with me.
I'm not leaving them!”

Wear the 3 Truck: Still Heading Up - Always Hoodie with pride—and let the world know that true heroism never fades.

*Proceeds from the sale of this hoodie are donated to first responder organizations and charities.