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Grunt Style’s Veterans Day video shows what military culture is all about

Airmen watch as an MH-60 Seahawk takes off during a jungle training course June 15, 2016, at Andersen Air Force Base, Guam. (Senior Airman Joshua Smoot/U.S. Air Force)
November 12, 2018

Veteran-owned company Grunt Style released a Veterans Day video on military culture and how it influenced the company’s motto.

The video features Grunt Style founder and former drill sergeant Daniel Alarik as he parallels the values of his company with that of veterans everywhere.

Watch the video below:

“’This we’ll defend,’ It’s the motto of the drill sergeant,” Alarik explained. “Something that I loved about being a drill sergeant is when you would say something or see something or do something that would inspire you, you would always end with ‘And this we’ll defend.”

“I love that portion because you establish something that you take great pride in, that is worth holding on to, and you finish it by announcing to the world, ‘and this we’ll defend,’” he added.

Grunt Style is a lifestyle brand comprised of “nearly 400 U.S. Veterans and Patriots” who claims to have “taken the American fighting spirit and instilled it in everything we do,” according to their website.

“We want that logo on your sleeve to inspire you to look out and declare to the world ‘and this we’ll defend,’” Alarik said.

“That means so much for every portion of your life, every major event in your life,” Alarik explained, citing examples such as the birth of a child and return from deployment. “There’s so many things you want to look around at and say, ‘this is worth holding on to.’”

Alarik began Grunt Style by selling T-shirts out of his car that he’d printed himself, and suffered a series of struggles that caused him to consider quitting the business about 12 times, Forbes reported last year.

The now $100+ million Illinois-based company has amassed more than 2.6 million Facebook followers of like-minded America-loving veterans and patriots.

“We provide more than apparel, we instill pride. Pride in self, in military, and in country,” their website adds.

It has branched off into subsidiaries including Grunt Style Motorsports, Grunt Style Outdoors and Grunt Style Fitness, as well as a Grunt Fit app, and an Alpha Outpost subscription service, which features outdoors and survival products.

The company also dedicates itself to helping charitable causes.

Recently, they held a 36-hour livestream challenge to support Tragedy Assistance Program for Survivors (TAPS), a nonprofit organization founded in 1994 that focuses on providing grief support and resource connections to the families of those who suffered the loss of a military service member.

“We support initiatives that take Pride in Self, in Military and in Country. Grunt Style seeks to work with organizations that generate a positive, meaningful impact within the Veteran, active military, and First responder communities and the families that serve alongside them,” Grunt Style’s website says.