TODAY WE GO DARK. THE STORE IS CLOSED. THE MEMORY ISN’T. Today, we sell nothing. September 11th was never meant to become just another date on the calendar. On September 11, 2001, nearly 3,000 lives were taken in an act of evil that changed this country forever. We remember the innocent lives lost. We remember the police officers, firefighters, first responders and ordinary Americans who ran toward the chaos while others were running away. We remember those who answered the call in the years that followed — and those who never made it home. 25 years later, the names still matter. The sacrifice still matters. The day still matters.