Search
Search

ACR(LA): How Friendship and Passion Ignited a Sneakers Brand

Total
0
Shares

This story originally appeared on the Gents Cafe Newsletter. You can subscribe here.


Founded in 2023 by Mexican friends Bernardo Amador, Roberto and Luís Collazo and Federico Rodríguez, ACR(LA) is a rising sneakers brand that blends inspiration from the Californian laid-back lifestyle with the respected traditional craftsmanship of León, the home of Mexican shoemaking. In this issue of Brand Talks, the four founders told us how the idea of ACR(LA) came to be and what does it mean to carve a spot in the highly competitive sneaker market.

Could you share with us a little about your background and what initially inspired you to create ACR(LA)?

My cousin Roberto and I come from a family that has been in the leather industry for generations. We grew up surrounded by leather: shoes, boots… anything related to it, really. It’s always been a part of our lives. Federico also comes from a family with a long history in the shoe industry. His family’s factory has been around since his great-grandparents’ time, and they specialized in producing women’s shoes. Bernardo has always been passionate about sneakers, following various sneaker brands for years.

At some point, we started talking about making sneakers: he asked which leather I’d recommend, and from there, we started creating something together. Then came a trip to LA, and that’s where everything clicked. We realized we had all the pieces we needed to create our own brand: Bernardo’s sneaker expertise, my knowledge of leather, and Federico’s experience in shoe manufacturing.

The great thing about ACR(LA) is that the four of us are first of all really good friends. That makes a huge difference because we’re doing this out of a shared passion, and not just for the money. It’s easier to work together, enjoy the journey, and avoid the kinds of conflicts that can arise with business partners you’re not close to.

How did the journey of designing your first sneaker unfold?

Our first prototype gave me such a headache – I couldn’t even walk in it because it was so chunky! You wouldn’t believe how many times Bernardo gave me grief and even yelled at me because I couldn’t get it right. We spent about two years perfecting the sneaker so it would be exactly how we wanted it, something we’d love to wear ourselves, and something our customers would love, too.

Sometimes I look back at old pictures and think, “Wow, we started from that sneaker and ended up with this?” It’s amazing how much it evolved over time.

One of the great things about this brand is that it all started as a fun project. At first, we didn’t even think of it as a business. It was just like, “Hey, let’s make a sneaker for us,” with no intention to sell it. So that’s another cool aspect of how it all began.

What is the meaning of your brand’s name and what does it signify?

Our brand’s name comes from our last names. “A” stands for Amador, which is Bernardo’s last name, “C” stands for Collazo, my last name, and “R” is for Rodríguez, as in Federico Rodríguez. So, it’s all of us combined.

At first, we we played with it a little bit – everyone wanted their letter to be first! I wanted “CAR,” but everyone said, “Come on, CAR doesn’t make sense.” Then we thought about “RAC,” but that didn’t work either. Eventually, we settled on ACR.

The name also reflects our connection to Los Angeles. We’ve always loved the California lifestyle, and there are so many great designers that come from there; also we’ve always been inspired by its dynamic blend of art, design, and culture. And since we started thinking about the brand in LA, it just made sense.

Where do you produce your sneakers?

Our shoes are produced in León, the home of Mexican shoemaking. It’s a city really focused on the shoe industry. In fact, there are over 800 tanneries here and probably more than 2,000 factories. It’s a huge hub for footwear. However, we get certain components, like the sole and premium materials, from Italy.

One of the biggest challenges has been changing the mindset in the factories here. For example, in Federico’s factory, they would say, “This is a good sneaker. You can sell it in Mexico.” But we kept saying, “We don’t want to just sell it in Mexico.” That’s why we use Italian materials and the best leather. We don’t settle for something that’s “just okay.” Quality is really important to us, and we’ve had to change that mindset here. Some people might say, “We’ve been doing it this way for 20 years, it’s fine,” but for us, fine isn’t good enough. We want a perfect product because we’re building a global brand, not just a local one.

That’s been the greatest challenge – raising the quality standards to create something that hadn’t really been done here in León before.

As a brand, what core values and beliefs does ACR(LA) embody, and how do these principles influence the design and manufacturing of your products?

For us, it’s all about quality and craftsmanship. We believe that the people who make our sneakers bring immense value to the process, which is why craftsmanship is so important to us. We work with Margom, a family-owned factory in Italy that has over 50 years of experience making soles. Their expertise adds a handcrafted, artisanal touch that we deeply value.

As for our core philosophy, minimalism plays a big role. We believe in “less is more,” which is why we aim for clean, simple designs. Those are our three main values: quality, craftsmanship, and minimalism.

Beyond that, we also stand for friendship and passion. Passion brought us together as friends and is what drives us to create this brand. We’re not the type to show off or flaunt luxury logos. We’re more about keeping things classy and understated. That’s the image we want to project with our brand – something refined and timeless, with no need to shout.

Your brand draws inspiration from the dynamic creativity of Los Angeles. How has the city influenced your personal journey and the development of the brand?

Los Angeles is full of creative energy, and a lot of designers and artists there have influenced us. What really stood out to me was their creativity and the strong sense of community they shared. They were all collaborating, supporting each other, and pushing boundaries. That energy is what makes LA so special. It’s a place where creativity thrives, and people encourage you to step up and do something bold.

Another big influence is the diverse style across different parts of California. In LA, you see a lot of luxury brands, but if you head to places like Santa Barbara or the coast near San Diego, the vibe is more laid-back, yet still classy. That’s what inspired us to name our first sneaker “Malibu” – the desire capture that California style and blend luxury with casual elegance.

What challenges did you face when establishing ACR(LA), and how did you overcome them?

As entrepreneurs, we’ve faced several challenges, from financial struggles to creative roadblocks. Sometimes, it’s tough figuring out how to drive sales or come up with new ideas. One of our current challenges is convincing people on Instagram that we’re a legitimate brand. Since we’re primarily selling online, it’s hard to build trust with potential customers. There are so many brands on Instagram with few followers, and people hesitate to buy because they’re unsure whether they’ll receive good quality or even receive the product at all.

We’re working hard to build the brand’s credibility and assure customers they can trust us. We know that gaining customer confidence is crucial. Right now, we’re focused on creating quality sneakers and presenting ourselves as a trustworthy brand. We’re putting in the effort to ensure that when someone buys from us, they know they’re getting a premium product.

Are there any meaningful moments in the history of ACR(LA) that you would like to share with us?

Luis: For me, one of the most meaningful moments was with a guy named Marco Beteta, who’s well-known here in Mexico. He recommends places to stay or eat, but the thing is, he always pays the bill, so he’s honest about his opinions. Marco told us, “Send me the sneakers, I’ll wear them for two weeks, and if I like them, I’ll give my feedback on Instagram. If I don’t, I’m sorry, but I have to be honest because my followers trust me.”

At first, I wasn’t sure we were ready for this, but we went ahead and sent him the sneakers. After about two weeks, he asked to talk with us. We were nervous, but then he told us, “Guys, your sneakers are amazing. I really love them.” We couldn’t believe it!

That was a turning point for me, the moment I realized our sneakers were actually great.

Federico: for me, it was our first real sale, even though it was through friends and family. We thought, “Okay, people like them, this could be something.” But like Luis said about Marco, his feedback was huge for us because he’s known for his honest criticism. If he recommends something, it’s because he truly believes in it, not because we gave him free sneakers.

How do you envision the future of ACR(LA)?

Our vision is to grow into a major global brand while staying true to our core values of minimalism, quality, and craftsmanship. We want to create a premium product that is accessible to everyone – not just to an elite audience like some high-priced brands.

While our sneakers aren’t the cheapest option, they are more affordable than many luxury brands, offering high quality at a fair price. It’s important for us to uphold our high standards for materials and craftsmanship as we expand globally.

Ultimately, we aim to build a community that shares our passion for the brand and our sneakers. We plan to foster this through collaborations, events, and by expanding our presence worldwide.

Total
0
Shares

You May Also Like

Slow Content About Men’s Lifestyle.
Never Miss a Story.