Jefe Clothing

LaUnion1910 : Where and when was JEFE clothing born ?

Ruben Torres : Jefe Clothing is fairly new, we've been around about a year. We Are based out of South San Diego, a couple of minutes from the worlds busiest border.

LaUnion1910 : What are the key steps in making JEFE Clothing a success in the urban market ?

Ruben Torres : This is all a learning experience for us, we are from the film and music industries so this is all new to us. We create stuff that we can relate to and want to fill a void where there is a market that wants representation. most of our designs are influenced from things we grew up around and then we give them some street appeal and get them out there. So, having smart people around and having a good supportive team really helps. right now we do what we like and put it out in the market, theres still alot to learn.

LaUnion1910 : Who is behind the JEFE team ?

Ruben Torres : The Jefe team is our Designer Ruben Camerino, Sonny Sandoval (singer of P.O.D.) and myself. We landed a licensing deal with a company here in SD called O.D.M. and they are really supportive with getting us out into the marketplace. Also, our wives are probably the strongest team members becuase they have to put up with all our crazyness, and crazy ideas!.

LaUnion1910 : Who would you say is your target market ?

Ruben Torres : Our target market is of course the Latin urban market. Latinos support their own, and we want to give them something to call their own. We are finding out that JEFE is being supported by Philipinos and Samoans, becuase they can all relate to the word JEFE. So it doesnt matter if you are a baller, or just a blue collar worker Jefe is a word that goes beyond your bankroll, its a word of respect.

LaUnion1910 : What are your thoughts on the militiray preesence thru the Mexican border and San Diego ?

Ruben Torres : Man, thats a touchy thing out here. I myself was born in Tijuana Mexico, and my family are imigrants. all my life i seen illegal aliens run thru my front yard being chased by Border Patrol. I have a burden for those that fought hard to get here, legally of illegally. If the government wants to beef up the Border Patrol presence then they need to hire and train more of them, however i think it's going too far to bring in the National Guard. im not one to get too deep on politics, but this is an issue that effects me, and some thing that i would stand up for. There is an Activist named Enrique Morones from San Diego that rocks the Jefe gear during his interviews that is part of the Border Angels, and he is foghting for the immigrants.

LaUnion1910 : What companies and/or artists do you work with?

Ruben Torres : At the moment we have been getting much support from POD, Papa Roach, Carlos Mencia, WWE Champ Rey Mysterio, welterweight boxer "Edgar Santana", David Rolas, Los Tumbados, Notch, and many more i cant even remember! We just hooked up with a compant to get involved with the Latin Grammy's, so that a great opportunity!

LaUnion1910 : What markets can people find JEFE clothing in ? What markets are you planning to expand to?

Ruben Torres : We are available in Mom and Pop shops throughout the country, as well as Achor Blue in the southwestern region. We have some accounts in Spain as well as Puerto Rico. I would really like to tap into the Puerto Rican market a bit more. My wife is Puerto Rican and i see thats markets loyalty to their own.

LaUnion1910 : What are your thoughts about online business ? How does JEFE take advantage of the Internet and the endless network ?

Ruben Torres : The internet is powerful. Most of our business come directly from the internet. We have a team of online Promoters that redirect customers directly to our online store. the internet is a TOOL and thats how it should be taken as. nowadays you gotta have a strong web prsence with your own site as well as you own MYSPACE page. We get tons of traffice thru Myspace and thats also a great promo place for us. now Jefe is becoming a movement on the streets its crazy. they post pics of themselves rocking JEFE stuff and their cars with stickers on them, Jefe Tattoos, and its becoming something to be proud of.

LaUnion1910 : Who works on your artwork? What's the creative approach to your designs ?

Ruben Torres : We all throw around ideas and and after its all said and done what looks best is what we go with. our Designer is Ruben Camerino, he puts our visions tohether and make them reality. Our Licensing company has a team of artist that are also a great help as well, Maxx Gramajo was very instrumental in the beginning stages of JEFE, and DYZE has recently worked on a few designs for us as well.

LaUnion1910 : In my opinion, one of the strongest of your designs, has Jesus on it. What is your take on the Jesus designs ?

Ruben Torres : Our First T Shirt ever was a JESUS design. HE is the JEFE. who can argue that. I dont care how hardcore you are JESUS is above all JEFEs. that design has been our strongest seller since day one! We are not ashamed of our faith and Jesus blurs all color, age, race, sex and backgrounds!

LaUnion1910 : what's next for JEFE Clothing ?

Ruben Torres : We wil be working on a collection soon. I think we are just taking the time to learn this industry and studying the marketplace. We have been approached with many opportunities to expand into mass market but we are not looking to do that yet. We are looking to grow, and keep delivering product that the public loves. My wife is working on a females line, and i would like to do more kids stuff too! We have been invited to appear on a few reality shows, and Tv programs, so we;ll see whats up!

LaUnion1910 : Thank you for the interview. Last comments ?

Ruben Torres : I appreciate your time and support. We are open to working with every one, Actors, artists, musicians, get at us lets work, lets cross-promote, lets hustle!

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