More than just a shirt, one of Alarik's main goals was to create a place where military veterans could work and call home. In an interview with the Daily Herald, Alarik said, "You go from... whatever I do, I may live or die or the guy next to me may live or die. You go from that decision process to all of a sudden, what tie should I wear today? It's almost depressing. On top of that, nobody around you can really understand." Relating to Laird D. McLean's article "Organizational Culture's Influence on Creativity and Innovation: A Review of the Literature and Implications for Human Resource Development," Alarik was able to connect the organizational culture of the military to his creative brand. Using the framework and culture he had experienced while in the military, Alarik designed his business model to create that environment of camaraderie where each employee felt like family to each other. Alarik was able to, in a sense, create a home away from home for these military veterans. Each employee is able to blend into this 'civilian' job while still maintaining the 'military' lifestyle they have gotten used to over there years of service. The people at Grunt Style understand each other and work for the success of each other. They think more about what they're doing for others than how much they're next pay check is going to be. "They provide more than apparel, they instill pride."