How Overcoming Adversity turned into a Streetwear Brand. Meet Unending Apparel!

How Overcoming Adversity turned into a Streetwear Brand. Meet Unending Apparel!

We all face obstacles in life, that’s a given. What we do to overcome them defines the outcome and often the fear of failure is the biggest obstacle we encounter. Like the roar of the lion, in the face of adversity, when we lead with courage, great things happen. When Kevin Garza and Joe Gonzales decided to start their fitness-inspired brand, Unending Apparel, they looked back at how their paths have lead to this moment and have been non-stop ever since. Though the road has been filled with bumps and obstacles, they have pushed through and now serve as an inspiration to others as they aspire to continue to grow their brand beyond their wildest dreams. Get to know Unending Apparel!


Kevin Garza (left) and Joe Gonzales (right). Photo sourced via Facebook Page.

SLTV: Very excited to sit down and talk to you both today! Tell me about the brand and the inspiration behind the Unending brand.
KG: Joe and I pretty much grew up together. We’re from Crystal City and went to the same high school and worked at the same place after. Joe one day tells me “Hey, how cool would it be to create a clothing brand?” At the time he was wearing a Nike shirt, and the thought was why wear all these brands when we can have our own? One thing lead to another and we came up with an attention-grabbing logo. The profile of the Lion vs. the Ape grimacing at each other and that’s how Unending was born. Even though it’s unlikely that these two apex predators would actually face each other, we thought it was very powerful to place them face to face. Now, some folks ask if they symbolize us (laughs), but we really never identified who’s who because we both have a little bit of both.


Unending Apparel. Photo Credits: Diana Sneckner – Avant Agency


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SLTV: That is very cool! When I hear Unending, I hear journey as well. What lead you to that moment to decide this is the time to share your idea with the world?
KG: My story is really about overcoming adversity. When I was two years old I had a near-fatal accident when a TV set fell on my head. Just to be clear, this was the Nineties, when you didn’t have these light, flat-screen TV’s we have today. I’m talking about a 50-60 lb box television. The story goes, as my mother would tell it when I was a toddler, I was in love with The Little Mermaid and apparently I wanted to rewatch it when it was over. I must have climbed up the shelf where the TV was on and I tipped it over, falling with the TV landing on the left side of my face. I was airlifted to San Antonio and during that emergency trip, my mom was already noticing the paralyzation forming on my face. For years, I struggled with anger, embarrassment, and even shame. My mother made a point to let me know that my survival was nothing short of a miracle, the doctors said they were shocked. Luckily, growing up in a small town everyone knows each other and they didn’t ostracize me for my physical appearance. But when I moved to the big city in my early twenties I found myself in a dark place and fell into a depression and was even suicidal. From the ages 19 through 26 I had 1-2 facial surgeries a year to correct the damage caused by the accident. I even had to move back home, which I felt was a setback It wasn’t until I suffered a terrible post-surgery infection that almost jeopardized all the work that had been put in, that I decided to leave it the way it was. The reason why we named the brand Unending was because we are constantly a work in progress and it’s not pretty, it’s gritty and it’s real.


Unending Apparel. Photo Credits: Diana Sneckner – Avant Agency

SLTV: Wow, that is a really intense story and I really thank you for your candor. What you’ve gone through is no easy feat, yet you are active in fitness and entertainment. How does it feel to be an inspiration to others?
KG: You know, it’s funny because people message us about how they didn’t feel like working out and they wore an Unending tee and now they’re like “I’m here at the gym having the best workout I’ve ever had thanks to the message behind it!” I just want to show people that just because you’ve had a hard past, it doesn’t mean that your future is shot. You can pick yourself up and start again and do great things!


Unending Apparel. Photo Credits: Diana Sneckner – Avant Agency


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SLTV: What are your plans for the future of the brand? 
JG: We support local manufacturing, so our brand is being printed locally in Crystal City, TX. We are expanding to San Antonio now, and we have plans to go even further. I know this is a big goal but we wanna go global! So, it’s t-shirts now, but we want to branch out to more apparel from fitness to streetwear. We’re all about quality, so we definitely want to make sure we bring products that aren’t just cool but the highest quality possible.


Unending Apparel. Photo Credits: Diana Sneckner – Avant Agency

SLTV: I noticed that many of your customers post at the gym but you’re expanding to more of the street style as you mentioned. Who is the main audience you want to cater to?
KG: Yes, a lot of our current customers are fitness enthusiasts, but it’s not an exclusive club. To us, the single mom working two jobs is an Unending person. The full-time employee going to school at night, that’s an Unending person. Anyone and everyone is that constant work in progress and is Unending!


Unending Apparel. Photo Credits: Diana Sneckner – Avant Agency


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In these difficult and isolating times, we all need a little inspiration. The Unending Apparel brand has a strong message and high aspirations while supporting local businesses as well. We’re very excited to see this young Texas brand launch and expand. Like their slogan says “It takes an iron will to achieve your dreams.” and with that this team’s aspiration is Unending.

LOVE UNENDING APPAREL? KEEP UP WITH THEM BY FOLLOWING THEIR INSTAGRAM AND FACEBOOK. FOR MORE UPDATES ON THE LATEST NEWS IN TEXAS, FOLLOW STYLE LUSH TV ON ALL OUR SOCIAL MEDIA PLATFORMS!

If you or someone you know is in crisis, call the National Suicide Prevention Lifeline (Lifeline) at 1-800-273-TALK (8255), or text the Crisis Text Line (text HELLO to 741741). Both services are free and available 24 hours a day, seven days a week. The deaf and hard of hearing can contact the Lifeline via TTY at 1-800-799-4889.


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STYLE LUSH TV SERVES AS THE GLOBAL AWARENESS DEPARTMENT OF THE TEXAS FASHION INDUSTRY INITIATIVE, A 501C3 CHARITY ADVOCATING FOR THE TEXAS FASHION INDUSTRY. AS THE GLOBAL AWARENESS DEPARTMENT, IT IS AN EDUCATIONAL ENVIRONMENT THAT SERVES ASPIRING FASHION MEDIA TALENT THROUGH FREE EDUCATION, CERTIFICATION PROGRAMS, AND OTHER TYPES OF TRAINING TO PRODUCE PUBLISHED WORKS THAT HELP ELEVATE CAREERS.
Jeanelly Concepcion
[email protected]

Originally from New York City, Jeanelly is of Dominican roots. Having lived in Puerto Rico for over 22 years, she now enjoys a highly successful fashion blogging career at TheFashionLotus.com. She is a Texas influencer and has been a freelance fashion contributor for Style Lush TV for several years. She believes in empowering women through fashion and helping them feel beautiful no matter what their financial situation, body shape, age or where they live or work.