‘It’s about the underdog’: Ben Roberts-Smith launches brand to support family amid legal battle

Read the original at The Guardian ↗
Cite

Bucci, N. (2026, October 16). ‘It’s about the underdog’: Ben Roberts-Smith launches brand to support family amid legal battle. The Guardian. https://www.theguardian.com/australia-news/2026/oct/16/ben-roberts-smith-launches-brand-epic-1-two-amid-legal-battle-ntwnfb

Dated from the outlet's own feed. Check the original for its byline.

The Guardian · collected 2026-10-16 · by Nino Bucci

Quick Summary

Ben Roberts-Smith, accused of murdering or ordering the murders of five unarmed detainees during his service in Afghanistan from 2009 to 2012, has launched a new brand called EPIC 1 TWO on Instagram to support his family and cover legal expenses. The launch includes an Instagram video featuring him walking along a beach and exercising, accompanied by media reports about his Victoria Cross award and arrest. Roberts-Smith claims the brand will help underdog supporters who face adversity and emphasizes its significance in helping his family amid financial pressures caused by the ongoing legal battle.
Written locally by qwen2.5:14b on 2026-10-16, using this article's own text rather than the other coverage of the same event (that is the story summary below).

AI analysis runs on qwen2.5:14b, locally

Story summary

Ben Roberts-Smith, an accused war criminal who was charged with murdering or ordering the murders of five unarmed detainees while deployed in Afghanistan between 2009 and 2012, has launched a brand called EPIC 1 TWO. The former Australian special forces soldier claims he needs the income to support his family and fund his legal expenses. Roberts-Smith, who was awarded the Victoria Cross for heroism in combat but later arrested on war crimes charges, made the announcement through an Instagram video filmed at a beach on the Gold Coast, where he walked and worked out while media reports played in the background.

In April of this year, Roberts-Smith was charged with serious offenses related to his time in Afghanistan. He denied all allegations against him, stating that he "always acted within my values, within my training and within the rules of engagement." The brand's name is derived from his radio call sign during the mission for which he received the Victoria Cross.

Written for “Ben Roberts-Smith Legal Battle Brand” on 2026-10-17, grounded in this article and the 0 other(s) covering the same event.

Story

📰 Ben Roberts-Smith Legal Battle Brand
Politics · 1 article(s) covering the same event.

Compared with similar articles

This article reads unscored and hedges 19% of its claims. Each row says how that neighbour differs.
Daily Mail
⚖️ leaning not scored 🔴 0% hedged 0 of 36 📰 publisher trust 64
“Article A reports on Roberts-Smith launching his brand and the context around it, while Article B focuses more on an upcoming media interview and less on the brand launch details.”
How this article was measured signals, leaning charts, publisher record, byline, topics and claims

Signals How these are calculated →

Claims extracted
27
sentences that state something as happening or true
Uncertain
19%
5 of 27 hedged ("reportedly", "may", "according to")
Leaning
withheld
no quote in the article backed the model's score
Publisher signals
67/100
The Guardian's corrections and hedging, across everything collected from it. Not a measure of accuracy.
Outlets on this story
1
Politics
Same framing elsewhere
1
articles that frame the event the way this one does
Analyzed 2026-10-16 · how these are computed

How this is being covered How these are calculated →

Article leaning vs. publisher reliability
Source leaning vs. consistency

Publisher

The Guardian · 1971 article(s) · 5 correction(s) detected
Running correction rate · 5 correction(s)

Who wrote this

Nino Bucci
6 article(s) here · 1 carrying a prediction
🔮 In June, he successfully applied to vary his bail so he could attend the opening of the Anzac Hall at the Australian War Memorial in Canberra.
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🔮 “An update will be provided at an appropriate time.”
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🔮 “IBAC will allege that the Detective Senior Constable unlawfully punched and kicked the teenager multiple times, following the teen’s arrest, while they were handcuffed and compliant,” the statement said.
Also by Nino Bucci
Nothing else under this byline is closely related to this article, so these are simply their most recent.
All 6 articles by Nino Bucci →

Topics

Afghanistan EPIC 1 TWO Instagram News24 Roberts-Smith

Subjects

Roberts-Smith PERSON · 14× Afghanistan GPE · 3× Australian NORP · 3× Ahmadullah PERSON · 2× Instagram ORG · 2× Mohammad Essa PERSON · 2× Ben Roberts-Smith PERSON · 1× Danny Green PERSON · 1× News24 ORG · 1× Peta Credlin PERSON · 1×

Narrative

Accused war criminal Ben Roberts-Smith has launched a brand, saying he needs the income to support his family and fund his legal expenses after being charged with murdering or ordering the murders of five unarmed detainees while deployed in Afghanistan between 2009 and 2012.
framing: assertive · carried by 1 article(s) · first seen 2026-10-16
🔮 In June, he successfully applied to vary his bail so he could attend the opening of the Anzac Hall at the Australian War Memorial in Canberra.

Claims (27 extracted, 5 hedged)

Accused war criminal Ben Roberts-Smith has launched a brand, saying he needs the income to support his family and fund his legal expenses after being charged with murdering or ordering the murders of five unarmed detainees while deployed in Afghanistan between 2009 and 2012. asserted
he → accuse → 2009
Roberts-Smith launched the label with a video on Instagram of him walking along a beach on the Gold Coast and working out, soundtracked by media reports about him being awarded the Victoria Cross and his subsequent arrest. asserted
him → launch → Cross
The video included the caption: “Get ready….the time has come. asserted
time → include → caption
Roberts-Smith, 47, was arrested in April and charged with murdering or ordering the murders of five unarmed detainees while deployed in Afghanistan between 2009 and 2012. asserted
Smith → arrest → 2009
In a statement released that month, he said he categorically denied all allegations against him and that he had “always acted within my values, within my training and within the rules of engagement”. asserted
he → release → engagement
Roberts-Smith said the brand EPIC 1 TWO was named after his radio call sign on the mission for which he was awarded the Victoria Cross. asserted
he → say → Cross
“The whole premise of doing a brand, from my perspective, is to, one, I mean, I’ve gotta try and find some way to make money for my family,” he told news.com.au. asserted
he → do → news.com.au
“At the end of the day there is too much pressure from media outlets on organisations that want to support me. asserted
that → be → me
The classic example of that is anyone that had a profile and wants to support me gets trashed in the media just simply for saying that they think I should be entitled to a fair process. asserted
I → have → process
It’s about the underdog, it’s about people just knowing that no matter how hard it is for them, no matter what struggle that they face, they are going to get through it. asserted
they → ’ → it
They’ve just got to keep going. asserted
They → get → ?
In a statement, Roberts-Smith said the brand represented “something very personal to me”. asserted
brand → say → me
“It is about accepting your personal situations but never losing hope.” asserted
It → accept → hope
News24 commentator Peta Credlin and boxer Danny Green were among those who commented on the Instagram post congratulating Roberts-Smith. asserted
who → comment → Smith
Roberts-Smith was released on bail after his father, Len Roberts-Smith, a former Western Australian supreme court judge, paid a $250,000 surety. asserted
father → release → surety
Roberts-Smith facing charges asserted
Smith → face → charges
The charges against Roberts-Smith, Australia’s most decorated living soldier, relate to three separate incidents, according to court documents. uncertain
charges → decorate → documents
Charges one and two against Roberts-Smith relate to two alleged murders committed at the village of Kakarak in southern Afghanistan on 12 April 2009. asserted
Charges → relate → April
Two men, a father and son named Mohammad Essa and Ahmadullah, were found hiding in a tunnel in a compound given the designation “Whiskey 108”. asserted
men → name → designation
It is alleged Ahmadullah, who wore a prosthetic leg, was then carried outside the compound walls, “thrown to the ground and shot multiple times by Roberts-Smith with a belt-fed machine gun”, in an act witnessed by several Australian soldiers. asserted
who → allege → soldiers
Roberts-Smith then allegedly walked back into the area inside the compound where Mohammad Essa remained, and ordered another soldier to kill him. uncertain
Essa → walk → him
The third charge relates to an incident on 11 September 2012, during a search for a rogue Afghan national army soldier, Hekmatullah, who had killed three and wounded two Australian soldiers. asserted
who → relate → soldiers
Roberts-Smith allegedly ordered that another soldier kill a farmer named Ali Jan during that mission. uncertain
soldier → order → mission
The fourth and fifth charges against Roberts-Smith allege he was complicit in the murder of two prisoners who were marched to the edge of a cornfield under the control of Australian soldiers during a mission in the village of Syahchow in October 2012. asserted
who → allege → October
The prisoners were allegedly shot dead, either by Roberts-Smith or at his direction. uncertain
prisoners → shoot → direction
In June, he successfully applied to vary his bail so he could attend the opening of the Anzac Hall at the Australian War Memorial in Canberra. uncertain
he → apply → Canberra
He attended the opening on Sunday. asserted
He → attend → Sunday
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