Startup Spotlight: Color Latino

 
 
 <span class="cutline_leadin">On the rack:</span> AIvaro De Jesus, owner of ‘CoIor Latino,’ shows off some of his coIorful shirts at his Brickell office.
On the rack: AIvaro De Jesus, owner of ‘CoIor Latino,’ shows off some of his coIorful shirts at his Brickell office.
CARL JUSTE / MIAMI HERALD STAFF

COLOR LATINO

Headquarters: Miami

Concept: Color Latino is an apparel brand that champions Latino culture around the world and makes Latinos feel proud and empowered.

Story: Alvaro De Jesus started a marketing company in Venezuela in 2011 that helped young designers launch clothing brands, and after years of working with hundreds of designers he realized that there was a need for a clothing brand that authentically represented Latino culture.

“Even though there are clothing brands that represent just about every culture, subculture and lifestyle, there are no globally recognized brands that represented the Latino culture. Our mission is to change that,” De Jesus said. “What we try to do is capture the differences in culture and capture the passion. We use prints, we use cultural references. It’s all about showcasing the culture through fashion.”

Website: colorlatinostore.com

Launched: June 2013

Management team: Alvaro De Jesus, CEO; Pedro Roa, sales manager

No. of employees: 3

Financing: Investment to date is $150,000.

Recent milestones reached: Launched two successful collections and shipped products to over 40 states. Tutored for the past eight months by ‘Shark Tank’ star Daymond John’s Academy. More than 20 Latin celebrities have been spotted wearing Color Latino products, including Alexis y Fido. Now in two retail stores in the Miami area: Pier 6 in Bayside and El Trebol in Miramar. Secured a major business deal with China & Nacho, a popular young celebrity music group that solicited Color Latino for their product designs, marketing and sales capabilities.

Biggest startup challenge: Getting into retail stores outside of Miami.

Next step: Making connections with buyers from all over the country. For instance, Color Latino has already started participating in trade shows, including PROJECT in Las Vegas in February.

Advisor’s view: “Color Latino has achieved great success in the last six to eight months by launching its products into the Florida market and, most notably, attracting several large entertainment entities that have requested a long-term business sales and marketing relationship,” said Bill O'Hollaren, a business development consultant with the Daymond John Academy. Citing the recent deal with China & Nacho, he said “this clearly reflects Color Latino's relevance and popularity within this market as demonstrated by this level of commitment from a major celebrity group, along with other companies now contacting Color Latino to establish business relationships.”

Like any new business, Color Latino needs continued support in branding and marketing that will allow the company to secure major accounts and other relationships to quickly build up revenue, O’Hollaren said. “The key is to generate sufficient revenue and profits to capture the lion's share of the market to stay one to two years ahead of any current or future competition, thus building the largest and strongest company with branding beyond reproach. … Color Latino, Alvaro in particular, is one of Daymond John Academy's shining stars.”

Nancy Dahlberg

Read more Business Monday stories from the Miami Herald

Miami Herald

Join the
Discussion

The Miami Herald is pleased to provide this opportunity to share information, experiences and observations about what's in the news. Some of the comments may be reprinted elsewhere on the site or in the newspaper. We encourage lively, open debate on the issues of the day, and ask that you refrain from profanity, hate speech, personal comments and remarks that are off point. Thank you for taking the time to offer your thoughts.

The Miami Herald uses Facebook's commenting system. You need to log in with a Facebook account in order to comment. If you have questions about commenting with your Facebook account, click here.

Have a news tip? You can send it anonymously. Click here to send us your tip - or - consider joining the Public Insight Network and become a source for The Miami Herald and el Nuevo Herald.

Hide Comments

This affects comments on all stories.

Cancel OK

  • Marketplace

Today's Circulars

  • Quick Job Search

Enter Keyword(s) Enter City Select a State Select a Category