A veteran-owned apparel brand, X-ray, offers free design services and creates dedicated web stores for units, allowing individual members to place and pay for their own orders. X-ray provides elevated performance apparel and casual gear on demand, with designs permanently dyed into the fabric. Unit leaders can open their own hassle-free unit store, with team members receiving 20% off MSRP and volume discounts. Effective relationships between unit leaders and personnel in the military require adapting to the senior commander's leadership style and demonstrating emotional intelligence to adjust to different environments and commanders, especially in the joint force.

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