We caught up with the brilliant and insightful Joseph DeAcetis a few weeks ago and have shared our conversation below.

Alright, Joseph thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

My background in fashion editorial, advertising, and journalism has helped me cultivate my menswear brand POTRO. My entrepreneurial skills helped me reach my goals in launching the brand. I also taught menswear styling at SUNY Fashion Institute of Technology from 2017-2021

After 25 years of styling and writing for hundreds of menswear brands, I decided to launch my own fashion company. I looked into highlighting the great heritage and achievements of Latino culture in the USA. The idea stemmed from a book I had read named The General And His Labyrinth- by author Gabrial García Márquez. The book described the idea of independent nations freed from Spanish Rule. It leads me to think of the rich heritage that Latinos have brought to culture in the US. From then on, I started sketching a collection with a strong focus on apparel specialties from central and south America.

The idea was to create a clean-cut mid-tier luxury brand including Polos, tees, denim, and underwear… My business partner is Latino, and together, we developed the name POTRO- meaning male colt. Our aim was to develop staple fashion items and add a subtle yet significant Latino edge. POTRO is for men whose aim is to dress in a well-put-together manner.

We researched and discovered that is a significant endeavor for several reasons. Firstly, the Latino brands that were out there were different from our creative direction. Secondly, our advertising and marketing campaign is developed to appeal to Latino men and all American men.

I would not suggest that we are solving a problem but rather developing something fresh for the menswear marketplace. The unique approach is that the brand is a mid-tier luxury menswear brand whose marketing message will speak to a new generation of men who wish to relish in the heritage of Latino culture and its significant impact on American culture.

The most exciting idea about POTRO is researching and discovering our demographic as well as the heritage – that helps us develop the creative process.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

The contributions and significance of Spanish influence on the America’s have been and continue to be monumental. Beginning in 1492 with the arrival of Christopher Columbus in the Caribbean and continuing control of vast territory that spanned for over three centuries, The Spanish Empire would expand across the Caribbean Islands, half of South America, most of Central America and much of North America (including present day Mexico, Florida and the Southwestern and Pacific Coastal regions of the United States).

During the colonial period (1492–1832), a total of 1.86 million Spaniards settled in the Americas and a further 3.5 million immigrated during the post-colonial era (1850–1950) – with millions more continuing to immigrate following independence. In the early 19th century, the Spanish American wars of independence resulted in the emancipation of most Spanish colonies in the Americas, except for Cuba and Puerto Rico, which were finally given up in 1898, following the Spanish–American War with millions more continuing to immigrate following independence. Enter Simon Bolivar also known, as El Libertador was a Venezuelan military and political leader who was the catalyst in establishing Venezuela, Bolivia, Columbia, Ecuador, Peru and Panama as sovereign states – independent of Spanish Rule. In 1808 he had begun his campaign for independence from the Spanish Crown. To this day, Bolivar is viewed as a national icon of modern South America, and is considered one of the great heroes of the Hispanic Independent movements.

Have you ever had to pivot?

When digital media replaced print media, it was time to pivot in a new direction. At that time, many fashion editors were changing course to align with the digital era and the immediacy of information being transferred. Consumers now had the advantage of viewing collections properly from their homes. They no longer have to wait for the print magazine to be published. The change in web content’s direction allowed me to take advantage of the world wide web and spread the message through various social media platforms.

Contact Info:

• Website: www.potro.com
• Instagram: @shop.potro
• Facebook: https://www.facebook.com/somospotro
• Linkedin: N/A
• Twitter: https://twitter.com/Potro91219212
• Youtube: : https://www.youtube.com/channel/UCT95aoutEi5NbiCm15gh3zA
• Other: Pinterest: https://www.pinterest.com/potroinc

Image Credits
Photographer: Macrae Marran Hair & Makeup: Stetson Bryan Model: ( with Mustache) BOXER: Brian Ceballo Female Model Jeanne Wates for V Model Management Model ( shirtless) Juan-Felippe Arias. ( Shot in East Hampton) All other images – shoe on location in Kennebunkport, Maine. POTRO SS 2023 collection