Ditching cats and embracing heritage
Carlos didn’t start his entrepreneurial journey with instant success. “In the beginning, some people are very lucky. They hit a home run right out of the gate. For me, that wasn’t the case. So that transition was a little nerve-wracking, even though I believed in what I was doing, the proof had to be in the sales and in the audience.”
His first attempt at starting a clothing brand was a cat-themed t-shirt brand inspired by the internet’s love for cats and memes. “I don’t own a cat. I’ve never owned a cat, and I’m not a cat person.” Lacking a personal connection to the niche, the venture didn’t take off.
Realizing the importance of aligning his business with his own interests and background, Carlos shifted his focus. “What do I know that I can relate to desire? The answer was Latino culture—me being Latino and loving the Mexican culture and Latino culture as a whole.”
He noticed a gap in the market for apparel that authentically represented Latino culture without relying on clichés. “I saw there was room for improvement instead of the “jokey taco” and “dial nine Juan one” t-shirts. I thought I could do something more culturally relevant with more humor and heart.
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Source: House of Chingasos
Using passion and gaining knowledge
Carlos emphasizes that passion or deep knowledge is crucial to connect with an audience. “Whether it’s a deep knowledge or a big love of something, that’s always going to help you because you’re able to talk to someone like you would a friend.”
To create products that resonate, Carlos tapped into his personal experience and also spent time getting to know his audience better. “I had to learn how to connect in the language because I didn’t know all the Mexican American slang. And it was so hilarious for me to learn all the slang and memes.”
His genuine interest helped Carlos build a brand that speaks directly to his customers. “We share the same values, experiences, likes, and dislikes.”
Source: House of Chingasos
Skills that set Carlos apart
With a background in graphic design and copywriting, Carlos could handle key aspects of his business without outsourcing. “I started out already knowing how to be a graphic designer and design for the t-shirts. That helped me a lot.”
Thanks to his skill set, Carlos didn’t have to hire a designer, wait for the idea to be turned into a design, and put it to the test. Being able to create designs quickly gave him a significant advantage. “I can launch three designs in a day if I need to and test designs quickly, especially for a holiday or an event that’s coming up.”
Source: House of Chingasos
Launching a brand without breaking the bank
Carlos began with minimal investment, focusing on critical tools. “There was no budget set. It was just the bare bones: a Shopify account for $29 a month, a Printful account, maybe one or two apps.” He allocated about $5,000 for Facebook ads to test and promote his products.
The early stages were challenging. “You build a website—no money coming in. You make ten designs—no money coming in. You’re learning Facebook ads—no money’s coming in.” Despite the slow start, he remained committed. “I believed in what I was doing 100%.”
As sales gradually picked up, Carlos reinvested in his business. “Now we have more expenses: an email assistant, people that help with Google ads, courses on learning TikTok, but also a lot more growth.”
Tapping into the power of print-on-demand
Carlos turned to print-on-demand to minimize risk, avoid wasted money, and gain flexibility. “Using Printful allowed me to test designs quickly without needing large upfront investments in inventory.” This model let him focus on creativity and marketing while avoiding inventory management costs and complexities.
Source: Printful
Seeking education and turning to family for guidance
Carlos faced challenges as his business grew but didn’t hesitate to seek help. A significant source of guidance was his father. “He’s a serial entrepreneur who’s had several businesses. Coming to him for advice, he’s always been there to calm me down and use his experience.”
House of Chingasos founder also invested in his education. “It’s about continually learning. Sometimes from free videos on YouTube, other times by reaching out to top experts, taking courses, or attending masterminds.”
Though naturally an introvert, Carlos recognized the value of networking. He attended a two-day mastermind event in Las Vegas. “I forced myself to interact with other people that do ecommerce apparel. It was a great experience to meet others and learn from them.”
The true rewards of being your own boss
For Carlos, the rewards of running his own business go beyond financial success. “The biggest reward has been the sense of accomplishment.” Overcoming initial doubts and sticking with his vision brought personal satisfaction. “Once you stick to something and create something, which I believe anyone can do if you just stick with it, that personal sense of accomplishment means the world.”
He highlights that this fulfillment is independent of monetary gain. “That sense of satisfaction changes your life, truly, regardless of how much money you make.”
Advice for those who want to make a change
Carlos offers practical advice for those considering a shift from traditional employment to entrepreneurship. “You don’t have to quit your 9 to 5. There’s a saying: Work your 9 to 5 so you can fund your 5-to-9.”
The House of Chingasos founder stresses the importance of effectively using time. “Work on that dream in your off-hours. You don’t have to risk everything to pursue your goals.”
Persistence and mindful use of time is the key to sustainable success. “Follow your dream and stick to it because you can most certainly achieve it. Every moment matters because there’s always something you can be achieving.”
Building loyalty beyond products
House of Chingasos has evolved into a community that engages with its audience through humor and cultural bearing. “We have great memes, a lot of interaction from our customers and our audience: a lot of amazing stuff.”
Source: House of Chingasos
The brand maintains an active presence on social media platforms like Instagram, Facebook, and TikTok, strengthening its connection with customers. “You’re going to love our apparel. We have so much to choose from. Just come in and say hi.”
Carlos’s transformation from an employee to the owner of a successful seven-figure brand shows the impact of aligning your business with personal passion and culture. His dedication, willingness to learn, and smart use of resources like print-on-demand services have been key to his success, and we believe they serve as a testament to what’s achievable with the right attitude.
