Alejandro Rodriguez, founder and creative director of BTFL, who has lived a life that would make most fashion heads envious. Born and raised in LA, the son of an entrepreneur who worked his way from washer to owner. Alejandro grew up watching people running their own businesses, but he wasn’t necessarily interested in the family business. 

Baseball and fashion always held his attention, until he quit the sport to study art at his mother’s encouragement. That encouragement to express himself through art developed in the clothes he wears, and while still in high school, he ended up collaborating with the certified diamond singer Usher, leading to a pretty successful sneaker customization  business.

After graduating, and the interest in painted sneakers declining, Alejandro moved to New Jersey where he learned more about the business of fashion. After a short stint, he returned home for work and his design jobs would evolve into graphic design. Yep, if you remember Ed Hardy and Affliction, you can blame Alejandro for that. But all he wanted to do was his own thing.  

So he decided to start a clothing brand called Beautiful Ful, inspired by a line from the Movie Great Gatsby. The very next year, he would open a brick and mortar location. His vision and creativity would later shift, leading Alejandro to discontinue the first iteration of the brand. He was in need of inspiration. After a reset and decision to be true to himself,  Alejandro returned with BTFL, focused on simplicity and not following the hype.

About Claima Stories with Bimma:

Former Nike Marketer, Bimma Williams interviews leading and emerging BIPOC creatives about how they were able to break into the notoriously guarded creative and sneaker industries. From these stories, listeners will learn how to claim their dream careers. Featuring Melody Ehsani, Jeff Staple, and James Whitner. Listen and Subscribe now. 

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