We were lucky to catch up with Erik Vidal recently and have shared our conversation below.

Erik, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?

The name Uncivil came to life in 2015 after an injury sidelined me from the regional Crossfit Games. That setback wasn’t just a physical blow—it sparked a deep resolve to bounce back stronger. Out of the frustration and the refusal to be counted out, Uncivil was born—a brand that stands for challenging the confines and turning adversity into opportunities.

The word “uncivil” generally has a negative connotation and is not commonly used to describe a positive trait. However, in this context, the word “uncivil” can be used in a positive way to describe behavior that is unconventional, non-conformist, or challenging to established norms or authority.

The name ‘Uncivil’ is a bold statement. It represents the courage to rise from adversity and to challenge the norms. It’s about taking what is traditionally seen as a ‘negative’ and flipping the narrative to represent grit, tenacity, and the will to carve out a new path where others might see a dead end.

Uncivil is more than just a brand; it’s a mindset. Uncivil is for those who recognize that failure isn’t the end, but a crucial part of the journey. It’s for the ones who relish the comeback, knowing it’s sweeter because of the setbacks, for the ones who stand out in the face of conformity, and for those who understand that from the ashes of failure, one can rise and new triumphs are forged. It’s a testament that from ‘nowhere,’ not only can you get ‘somewhere,’ but you can also redefine where ‘somewhere’ is. That is why we SPEAR Forward.

That is UNCIVIL.

Erik, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Today, I am the owner and founder of UNCIVIL Apparel.

I am Erik Vidal. Throughout my life, I have dedicated myself to serving others and protecting my community. My journey began with a childhood dream of becoming a firefighter, but before I could fulfill that dream, I felt compelled to join the United States Military.

I proudly served in the US Army, totaling 10 years as a decorated veteran. During my active duty service, I faced numerous challenges and even endured a 15-month deployment overseas in support of Operation Iraqi Freedom V. After my time as an enlisted soldier, I pursued a career as an officer in the United States Army Aviation Corps. I had the privilege of piloting the UH-60 Black Hawk and steadily rose through the ranks, eventually achieving the position of Chief Warrant Officer 2.

After separating from the military, I founded Uncivil Enterprises in 2015. I directed, produced, and starred in the independent short film “Reflexes” (2018). The premise of the movie is a preview of a day in the life of a former US Army soldier as he battles with his past and the monotony of civilian life. Later, I established UNCIVIL Apparel, a patriotic and veteran-owned clothing company with a no-bullshit mentality. We offer a wide range of American and military-themed shirts and apparel, including firefighter and first responder-themed shirts, motivational shirts, hats and more. All of our products are designed with pride in the USA.

What sets UNCIVIL Apparel apart is our authenticity. We’re a veteran-owned business that’s as real as it gets, with a no-nonsense approach. We’re most proud of our ability to connect with our community through shared values of patriotism and the belief in the power of a comeback.

For our potential clients, followers, and fans, know that when you choose UNCIVIL Apparel, you’re not just selecting a product—you’re joining a family that celebrates the journey from service to civilian life, recognizes the sacrifices made by our heroes, and honors the resilience of the human spirit. Every design is a salute to your personal story of perseverance.

How’d you build such a strong reputation within your market?

“My word is my bond.” Say what you mean and mean what you say; it’s been instilled in me that your word determines whether or not you can be trusted, and trust is the ultimate sign of respect.

In building my reputation within my niche market, I recognize it as an ongoing journey rather than a final destination. My approach is rooted in the belief that maintaining relevance and rapport requires persistent engagement with the market. My target audience, comprising of first responders, veterans, enlisted personnel, law enforcement officers, patriots, the hard workers, values difficult tasks and resilience—traits that I promote day in, day out.

My decade-long service in the army, and my current role as a firefighter, have ingrained in me a ‘one more rep’ mentality. This philosophy, emphasizing constant improvement and relentless effort, is central to my personal and professional life. I actively try my best to demonstrate this through my social media channels, not just as a message, but as a lived experience. This resonates with a specific, like-minded group within my market—those who understand and appreciate grit and perseverance.

I believe that my reputation is being built on the foundations of my commitment to hard work and credibility. In a community where every day is about pushing limits and overcoming challenges, my efforts to submerse myself in challenging tasks relate to the audience because I am that audience. It’s about finding and connecting with that small percentage of people who, like me, are relentless in their pursuits. We recognize and value the display of determination and perseverance in each other, creating a strong, interconnected community based on mutual respect and shared values.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

Our eCommerce platform of choice is Shopify, which aligns perfectly with our business’s approach. We operate on a made-to-order basis, emphasizing the creation of each product specifically for each customer after an order is placed. This approach, ensures that every item is freshly produced, maintaining a high standard of quality.

Pros:

1. Efficient Inventory Management: By not holding large amounts of inventory and producing items as needed, we minimize storage costs and the risk of excess stock.

2. Quality Assurance: Producing items on demand allows us to maintain a consistent level of quality with every order.

3. Sustainability: This approach reduces waste, as we only produce what is needed, aligning with sustainable business practices.

Cons:

1. Longer Delivery Times: Since products are made after an order is placed, customers may experience longer wait times compared to ready-to-ship products.

2. Operational Complexity: Managing production for each individual order requires a more complex operational process than selling pre-made inventory.

Currently, a challenge we face is the limitation in personalizing and branding our packaging. As a growing business, we haven’t yet implemented branded boxes and packages. However, we view this as a temporary stage in our evolution. We are optimistic about the future and are actively working towards a point where our packaging will reflect the unique identity of our brand, enhancing the unboxing experience for our customers. This step is envisioned as a key part of our growth and brand development strategy.

Contact Info:

• Website: www.uncivilapparel.com
• Instagram: www.instagram.com/uncivilapparel
• Facebook: www.facebook.com/uncivilapparel
• Linkedin: www.linkedin.com/company/uncivil-apparel/
• Youtube: www.youtube.com/@iamerikvidal
• Other: www.tiktok.com/@uncivilapparel

Image Credits
Photography by Melissa Mederos and Rick Stephens