We recently connected with Daniel Cox and have shared our conversation below.
Daniel, appreciate you joining us today. Let’s start with the story of your mission. What should we know?
I started creating fashion as a form of self-care, inspired by my own healing journey. Along the way, I discovered the power of positive self-talk. Simple affirmations like “Everything is going to be alright” and “You got this,” spoken in the mirror, helped me find strength when I needed it most. What began as a personal practice soon turned into a creative outlet. I started by placing these affirming messages on t-shirts, designed to encourage the wearer to speak positive words to themselves when they look in the mirror. Over time, this idea grew. Today, my collection includes not just t-shirts, but cozy knitwear—each piece carrying an uplifting message of encouragement, hope, and self-love.
ELTSUH is HUSTLE when you look in the mirror. When you first start doing doing your thing, you may think to yourself or someone may say to you that you HUSTLE backwards, because you’re putting more money and time than you get in return. But, only you need to understand your HUSTLE. This isn’t just clothing. It’s a daily reminder that you are worthy, resilient, and never alone.
Daniel, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Who I Am & How I Got Here I’m a Panamanian – Brooklyn boy who spent much of my youth navigating the dynamic between two worlds: the vibrant streets of Brooklyn, New York, and the peaceful small town of Concepción, Panama. Growing up in both places was a unique experience that shaped who I am today. In Concepción, I learned the power of community – the feeling of everyone being family, no matter the circumstance. It was a place where people supported each other, and that sense of togetherness has stayed with me throughout my life.
On the other hand, Brooklyn introduced me to my love for fashion and basketball, two passions that have been central to my identity. My hoop dreams ran deep; I spent countless hours perfecting my game, learning lessons in persistence and hard work along the way. I also had a style that, even at a young age, was defined by those iconic pieces: Lacoste polos, Ralph Lauren polos, and, of course, the latest Jordan’s. Highschool was like a big fashion show and I would wear my fathers polos to school. My parents always made sure we were up-to-date with the newest trends, from Jean suits to velour tracksuits. I realized early on that clothes had the power to transform how I felt about myself and boost my confidence.
Basketball taught me the value of hard work and not letting past failures define my future. As a shooting-guard my coach would always tell me “Keep Shooting” no matter how many shots I missed before that. That mindset became ingrained in me, and it’s something I carry with me in everything I do.
My Work and What I Offer
For the past 13 years, I’ve worked in social services, gaining a deep understanding of mental health and the immense role self-belief plays in our wellbeing. Through my own personal struggles with anxiety and overwhelm, I learned that prayer, positive self-talk and resilience were key to pushing through the tough times. It wasn’t an overnight transformation, but over time, I developed tools that I use daily to reclaim my self-worth and inner peace. This journey taught me the transformative power of self-love and the importance of a strong mental foundation.
Today, I focus on empowering others to recognize their own strength. I design clothing with mirrored messages to serve as daily reminders that our hard work matters, and that no matter what we are facing, we have the power to overcome it. Through my work, I aim to provide tools, insights, and support that foster positive mental health and confidence.
What Sets Me Apart
What sets me apart is the blend of my personal experiences and professional expertise. I’ve been in the trenches, faced challenges, and learned what it takes to navigate life’s struggles. I know what it’s like to feel anxious or overwhelmed, and I also know the power of persistence and self-love in overcoming those obstacles. I hope that my clothing designs can be used as a tool to support growth and healing in others.
I believe in the power of community, and I truly feel that when we learn to love ourselves, we can create a ripple effect that makes the world a better place for everyone. It’s about creating a mindset where people feel empowered, seen, and supported, and from there, we can all grow.
What I’m Most Proud Of
I’m most proud of the progress I’ve made both personally and professionally. I’ve been able to combine my passions for mental health, self-care, and community to create a brand that speaks to the heart of what I believe: when we love ourselves and support one another, we all win.
I’m also proud of the lives I’ve been able to impact through my work in social services. Whether it’s offering guidance or simply being a listening ear, it’s fulfilling to know I’ve supported others in finding their own paths to healing and success.
What I Want You to Know
If you take anything from my story, I hope it’s this: you matter. Your hard work matters. You are worthy of love, success, and all the good things life has to offer. It starts with self-belief, and that’s what I hope to inspire us to focus on. We can all build a better world – for ourselves and those around us – if we first start by loving ourselves.
If you’re looking to transform your mindset, elevate your confidence, and join a community of like-minded individuals, I’m here to support you. Let’s work together to create a more positive, empowered world, one person at a time. – Daniel (Creative Director and Fashion Designer at ELTSUH
Can you tell us about what’s worked well for you in terms of growing your clientele?
“The most effective strategy for growing my clientele has definitely been pivoting to participate in more vendor markets. These events allow me to connect with people face-to-face, share my story, and talk about the mission behind my designs in a more personal and engaging way. I’ve found that holding genuine conversations with potential clients is key. It’s not just about selling a product—it’s about listening to their thoughts, understanding what they’re looking for, and creating something that resonates with them. These interactions help build trust and turn first-time customers into repeat ones.
Can you share a story from your journey that illustrates your resilience?
“One of the most defining moments in my journey happened when I reflected on the entire process..from the very beginning, when I ordered a bunch of designs that never sold, to growing an event that ended in a significant loss after the third one. There were times when I felt like I was in over my head, not really knowing what I was doing. I spent years losing money, making mistakes, and learning the hard way how to actually run a business. Now, I’m back to creating events again..this time with more intention, more confidence, and the understanding that every loss is just a stepping stone towards growth.”
Contact Info:
- Website: eltsuhny.com
- Instagram: @eltsuhny
Image Credits
Image of me looking in the mirror with the Got This vest is by @capturedby.naj on Instagram