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Off-duty apparel

Talking from his cell phone in Newport Beach, Calif., former Marine Tom Vidal swears Jarhead Clothing’s Hotties of the Month was added to the year-old clothing line’s Web site (http://www.jarheadclothing.com) six months ago only after excruciatingly thorough market research.

Marines like models? No way.

The former sergeant, who served in the Corps from 1996 to 2001, launched Jarhead Clothing in October 2006 out of the two-bedroom Newport Beach apartment he shares with his wife and three kids and where he still silk screens shirts in the kitchen.

“It’s a true startup,” said Vidal, whose day job is art director at an advertising agency. “The T-shirts are warehoused in boxes in my bedroom, which my wife isn’t too happy about right now.”

Not exactly the lavish lifestyle one imagines for a California clothing designer, but so far, he has sold 700 shirts — and not just to male Marines. “Sixty percent of my clients are women. A lot of spouses and wives are buying shirts for their Marines,” he said.

Vidal came up with his business concept after he saw one too many black T-shirts with a skeleton wearing dress blues hanging in the Marine Corps Exchange. “I just wished there was something cooler to wear for Marines that didn’t scream ‘I’m a Marine’ and put it in your face,” he said.

Instead, Vidal’s T-shirts feature artistic eagles, free-falling Marines and a 5.56mm round.

Vidal said a male Hottie of the Month feature is in the works to appease the ladies who have clamored for it.

“Of course, it would be the male and female hottie that would be shot together,” he said.

DISCUSS: The clothing line and start-up business