About SubMerch – Forged in Submarine Tradition
Our Story Begins in 1941
The SubMerch.com story starts in 1941, shortly before the beginning of World War II, when 18-year-old Joseph A. Minton enlisted in the U.S. Navy. Joe volunteered for submarine service and was assigned to duty onboard the fleet submarine (Tambor class) USS Grenadier SS-210, operating in the Pacific theater.
In 1943, the Grenadier was sunk in the Strait of Malacca by the combined effort of a Japanese bomber and a destroyer. The crew was captured and placed in prisoner-of-war (POW) camps. The men were used as slave labor and were tortured, beaten, starved, and deprived of medical attention. 72 of the crew of 76 survived the war.
Joe Minton survived 882 days as a POW, including travel on two "Hell ships". After the war, he remained on active duty, serving on board five more submarines in addition to other assignments. Joe retired after 23 years of service.
Joe’s son Steve enlisted in the Navy in 1990, and like his dad, volunteered for submarine duty. Steve served 4 years aboard USS Albuquerque SSN-706, a Los Angeles-class fast attack sub, homeported in Groton, CT. Like most sailors, Steve was given a nickname: “The Mintonator.”
After his enlistment, Steve tried his hand at several trades, ultimately finding himself working at Electric Boat in Groton, CT., involved in the construction of submarines such as the Virginia-class, and now the Columbia-class, fast attack boats.
Part of Steve hasn’t accepted that he’s no longer on active duty – that part of his life ended in 1994. He probably still dreams about being on subs!
A Collector Turned Creator
Steve became involved in collecting and trading submarine “challenge coins.” He met someone who could design the coins and another who could make them. Steve enthusiastically jumped into all aspects of producing quality submarine-related collectable merchandise (let’s just say that Steve is one lucky guy to have such a supportive wife!).
Welcome to SubMerch.com! We carry top-quality merchandise with a primarily submarine theme. We are always expanding our product line and are open to suggestions. It’s been one doozy of a ride, and we’re still going fast-attack strong!
SubMerch is proud to announce that we are now a Better Business Bureau (BBB) Accredited Business. Check out our BBB page at the following link: SubMerch BBB
Our Mission
At SubMerch, our mission is simple:
- To honor the legacy of the U.S. Submarine Force through finely crafted challenge coins and memorabilia that tell real stories.
- Every product we offer — from coins to apparel — reflects a commitment to:
- Submarine heritage and tradition
- Design accuracy and craftsmanship
- Customer satisfaction and trust
What Makes Us Different
- ✅ Veteran-Inspired Designs – Created by those who understand the culture, symbols, and traditions of submarine life
- ✅ Premium Craftsmanship – Our challenge coins feature heavy-weight metals, 3D relief, hard enamel, and detailed finishes
- ✅ Limited Editions – Many of our coins are small-batch or one-time designs, created for collectors
- ✅ Fast Shipping & Customer Care – Based in the U.S., we ship fast and always put the customer first
Built for Submariners, Collectors & Families
Whether you're an active-duty submariner, a proud veteran, or a family member honoring someone you love — SubMerch has a design that speaks your language. We're proud to help preserve memories, tell stories, and carry the legacy forward — one submarine challenge coin at a time.
Explore Our Submarine Challenge Coins & Collectibles
Join the growing community of collectors and veterans who trust SubMerch.