We recently connected with Justin Acosta and have shared our conversation below.

Justin, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I never imagined being so vocal about mental health when I myself hid it from my friends and family for so many years. From the outside looking in I was everything a guy my age was supposed to be—I was outgoing, had a good job, had my degrees, a house with a backyard for the dogs—yet I was unhappy and couldn’t figure out why.

I still vividly remember the day I decided to finally use my corporate benefits to get time off and speak to a mental health professional; Of all things, it was a bumper sticker I read on the way to work that gave me the final push I needed. It was simple but powerful enough to push me to use my FMLA benefits and take a mental health leave. It shocked my team, and I later found out that upper management criticized me, even though they constantly preached how underutilized those benefits were. It’s been years since that moment, I still meet with someone regularly, and I still don’t know why I feel the way I do…but I’m somehow more at peace with it.

I constantly think back to that moment, but more so I think back on how the driver of that car with the bumper sticker has absolutely no clue who I am, or how much impact such a simple gesture of kindness had on my life. Those moments of reflection are what birthed Rocky Road. All the messaging on our apparel is meant to serve and inspire the strangers around the person, not just the person wearing it.

Imagine you’re having another horrible day, you feel lost…confused, like you’re moving aimlessly and no one cares whether you’re here or not. Then imagine looking up and reading “The World’s A Better Place Because You’re In It.” That could be the lifeline someone needs, and the person wearing the shirt wouldn’t even know…and THAT is what it’s about.

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

My journey has been anything but linear. I started as a graphic designer over 13 years ago, but before the age of TikTok and social media only the truly exceptional could make a decent living. During my senior year of college, I took a commission sales job—defiintely wasn’t on my vision board, but it paid twice what I made designing, and I needed the money.

Fast forward quite a few years, with a Master’s degree, multiple promotions, and good pay… I was still miserable. My work lacked purpose and it was evident in my demeanor day in and day out. So, with a bleak savings account and a lot of uncertainty, I quit to pursue self-employment. Although Rocky Road didn’t come until a bit later, launching a design agency 2 years ago laid the foundation for what was to come. Because I was designing heavily again full time, I now had connections with screen printers, wholesale shirt suppliers, and all new knowledge of web design & development–everything I needed to start Rocky Road.

I started creating these mental health-inspired designs just for fun that would always get a lot of attention on social media; Eventually, I started making these one-off shirts just for myself which everyone seemed to really enjoy. Strangers would stop me in public to ask where I got my shirt or tell me how much they appreciated the message, and that’s when I really began to consider that others might feel the same way I do. After many months of deliberation, I decided to take the leap, be vulnerable, and launch Rocky Road Apparel.

What I’m most proud of so far has nothing to do with money or sales. Rocky Road has had shirts sell out multiple times, and month-long wait lists, yet I’m most proud of creating an environment that allows people to be vulnerable and share their stories. We’ve had countless customers open up about their mental health journey, tell us about their loved ones who they lost to mental health, and times when they almost gave up but didn’t…like what??? My little ol’ t-shirt made you want to share that experience with me? It’s been such a humbling experience, and I can’t wait to see where this journey takes us next.

What do you think helped you build your reputation within your market?

As cliche as it sounds, staying true to your core values is tough for any new business but also the most important. When I launched my design agency I knew exactly what I wanted to be, however, I desperately needed money so I tried to appeal to everyone, taking on any project and keeping my branding as “safe” as possible. The result? A generic, forgettable brand. It wasn’t until I started designing in a style true to myself that things changed. Suddenly, I was attracting exciting projects and clients who aligned with my vision.

This lesson shaped Rocky Road’s success. From day one, I’ve stuck to only creating designs that align with my values. I constantly get messages to follow viral trend shirts because I could make good money, and they’re right, I definitely could, but selling out for a “Hawk Tuah” shirt would undermine everything I’ve built. When I create a piece of social media content, or launch a new design, our customers know exactly what they can expect, and that authenticity is what people are supporting. Being genuine makes it easy to promote my products because I wholeheartedly believe in every piece I sell.

What’s a lesson you had to unlearn and what’s the backstory?

A big misconception in business is that the best products always win. The unfortunate truth? It’s not about having the best product—it’s about having the best-KNOWN product; this took me forever to unlearn.

I spent too long focusing on features like “high-quality” and “great customer service,” which aren’t selling points anymore—they’re baseline expectations; When I buy anything I expect it to be of good quality, and if there’s an issue I expect the company to take care of me. What really made an impact was shifting my messaging to highlight what sets my brand apart, like “designed to start a conversation.” That change brought a new energy and visibility to the business.

I also had to unlearn the idea that a great product could sell itself. Marketing and visibility are non-negotiable. Think about your favorite taco truck with amazing food that closed down, while big chains that serve store-bought tortillas thrive because they dominate social media.

What good does it do to have the best product if no one knows about it? Quality keeps customers coming back, but visibility is what brings them in the first place.

Contact Info:

• Website: https://rockyroadapparel.com/
• Instagram: https://www.instagram.com/rockyroad_apparel/
• Facebook: https://www.facebook.com/rockyroadtx
• Other: Tiktok: www.tiktok.com/@rockyroadapparel