We caught up with the brilliant and insightful Chapo The Brand Man a few weeks ago and have shared our conversation below.
Alright, Chapo The thanks for taking the time to share your stories and insights with us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.
One of the biggest risks I took was launching SNKR Head Brand and building Chop Shop Boutique as an online store to showcase it. My passion for sneaker culture and streetwear pushed me to create something that wasn’t just about selling clothes but about representing a lifestyle and a community.
The risk wasn’t just financial—though investing in inventory, branding, and marketing without a physical storefront was a major challenge. It was also about stepping into a highly competitive industry where standing out takes more than just great designs; it requires a strong identity, strategic marketing, and the right connections.
One of the boldest moves we made was aligning SNKR Head Brand with celebrities who embody the culture we represent. We’ve worked with names like The Game, Antonio Brown, Bandman Kevo, and Infamous Kayce, which helped elevate the brand’s visibility and credibility. These collaborations weren’t easy to secure, but they proved to be game-changers, bringing more eyes to the brand and building trust with our audience.
In the early days, there were doubts—wondering if people would connect with the brand, if we could compete with bigger names, and if an online-only approach would work. But by staying consistent, leveraging key partnerships, and staying true to our vision, we’ve built a brand that resonates with sneakerheads and streetwear enthusiasts.
Taking this risk has shown me that success comes from believing in your vision, putting in the work, and not being afraid to take bold steps—because that’s where real growth happens.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Chapo the Brand Man, the founder of SNKR Head Brand and Chop Shop Boutique. My journey in fashion started with L I AM The Brand and its Brand Collection, which I created as a reflection of my life experiences—people, moments, and events that shaped who I am today. That foundation led to the birth of SNKR Head Brand in 2013, combining my passion for sneaker culture with a vision for streetwear that truly speaks to the community.
SNKR Head Brand isn’t just about clothing—it’s about identity and self-expression. Every drop is designed to complement the latest sneaker releases, making it effortless for sneaker lovers to put together a standout fit. Our online store, Chop Shop Boutique, is the home of both SNKR Head Brand and L I AM The Brand’s Brand Collection, keeping the roots of my journey alive while pushing the culture forward.
What sets us apart is authenticity. We design with intention, paying close attention to detail—from colorways that match the freshest kicks to statement pieces that turn heads. We’re not just making clothes; we’re creating wearable stories that connect with the culture.
One of the biggest struggles for sneakerheads is finding the right gear to go with their kicks. That’s the gap we fill, giving our customers high-quality, purpose-driven apparel that completes their look.
I take the most pride in how far we’ve come—from the deeply personal roots of L I AM The Brand to the streetwear movement that SNKR Head Brand has become today. This is more than just a brand; it’s a lifestyle, a statement, and a reflection of the culture we represent. And trust me—we’re only getting started.
How about pivoting – can you share the story of a time you’ve had to pivot?
As Chapo the Brand Man, I’ve always believed that staying ahead of the game is the key to long-term success. Running SNKR Head Brand and Chop Shop Boutique in 2025 means adapting to new ways of selling, leveraging AI, and moving beyond the traditional mindset of running a clothing store the old-fashioned way.
The days of relying solely on foot traffic or basic e-commerce strategies are over. AI is transforming how businesses operate, from personalized shopping experiences to predictive analytics that help us understand what our customers want before they even know it. We’re using AI-powered tools for marketing, automated customer service, and even trend forecasting to stay ahead in the streetwear industry. Instead of waiting for customers to find us, we use AI-driven insights to bring the brand directly to them—whether that’s through personalized email campaigns, chatbots that recommend products, or social media strategies that tap into real-time trends.
One of the biggest pivots I’ve had to make was shifting away from the old-school mentality of running a clothing brand. Traditionally, people think you need a physical store, inventory packed to the ceiling, and a constant grind at pop-up events just to make sales. But I saw an opportunity to do things differently. Instead of sinking money into a storefront, I focused on Chop Shop Boutique as an online hub and invested in digital strategies. AI-driven marketing, on-demand production, and strategic collaborations have allowed us to grow without being tied down to outdated methods.
The pandemic era forced a lot of brands to rethink their approach, but for me, it reinforced the importance of innovation. Pivoting to a digital-first, AI-powered model was the best move I made. It gave me more control over scaling the business, reaching a global audience, and staying ahead in a fast-changing industry.
The biggest lesson? Adapting isn’t optional—it’s necessary. Brands that stick to old ways get left behind. SNKR Head Brand is built for the future, and we’re just getting started.
How did you build your audience on social media?
Building my audience on social media wasn’t just about selling a product—it was about selling myself first. Before people believed in SNKR Head Brand, Chop Shop Boutique, or L I AM The Brand, they had to believe in Chapo the Brand Man. I treated my personal brand like a job, using it as a platform to direct traffic to all my businesses.
I didn’t wait for people to find my brands—I made sure they found me. I built my presence by showing up consistently, sharing my journey, and making sure people connected with my story, not just my products. Instead of just posting clothing drops, I let my audience see the hustle behind the brand—the creative process, the struggles, the wins, and the real-life experiences that shaped my vision. This approach made my audience feel like they were a part of the journey, not just customers.
The key was engagement over sales. I focused on building relationships before pushing products. By being active on social media, interacting with my followers, and creating content that spoke directly to the sneaker and streetwear community, I turned my audience into loyal supporters. Over time, my brand built its own identity, but it all started with people rocking with me first.
Advice for Those Just Starting
1. Be authentic – People follow people, not just products. Share your journey, your passion, and what makes you different.
2. Engage, don’t just post – Reply to comments, start conversations, and make people feel like they’re part of your movement.
3. Stay consistent – Growth doesn’t happen overnight. Show up daily, provide value, and keep pushing.
4. Use your personal brand to your advantage – If people believe in you, they’ll trust what you create. Build your reputation first, and the business will follow.
Social media isn’t just a tool—it’s a business model when used right. If you can get people to buy into you, they’ll support everything you do. That’s exactly how I built my audience, and it’s why my brands continue to grow today.
Contact Info:
- Website: https://Shopwithchop.com
- Instagram: Chapothebrandman
- Other: https://liamthebrand.komi.io/
Image Credits
Andrew Garza