J.L. Rocha, Our Rules for Fashion

1. MAKE LESS MONEY 

Most of our line, from jackets to shoes and accessories hovers around $ 300.00. I don't think anyone wants or should spend more than $ 500.00 for a great pair of shoes or thousands of dollars for a well made leather jacket, it's just not realistic.
We want to give a great product at a better price to all our clients and we do this by cutting margins, and obviously owning our factories helps.

2. RESPECT E-COMMERCE

Our business plan considers e-commerce a very important outlet and our web store a prime location and we treat it as such, easy to navigate, secure transactions. In the future we plan to open up to 5 brick and mortar stores in the USA, but we expect to do up to 50% of our business online.

3. THIS IS PERSONAL

Each piece in our collections is designed, developed and manufactured as a product we would proudly wear ourselves, they are tailored to the men we are or we are trying to be, gentlemen with the utmost respect for tradition. We know there is "our tribe" out there; those are the clients we consider family.

4. LET'S DO THE RIGHT SEASONS, PLEASE!

Even though all our styles are classics and thus timeless, we want to match our collections with the weather outside. I find it incredibly silly that fashion is presented in such a time table that you are looking at coats in summer and loafers when there is snow outside!

We make new products/collections 4 times a year, which means there are new products for you to purchase every other month so you can buy it and wear it now.

5. IS NOT ABOUT CELEBRITIES

Though we know our shoes are red carpet worthy and our jackets will make any movie or music star look great, we don't court them. Is not authentic, stars GET PAID to wear brands so it doesn't equate cost or quality. Our way to reach you is via social media. We love our interaction with you, the final client. Sooner than later you will see a celebrity wearing our products because he likes it, not because he got paid .

6. OWN IT

We don't have any partners, bankers, or board members looking at our numbers to decide what sells and at what price. All those brands you see in magazine ads and "luxury avenues" are owned by conglomerates that care mainly for the bottom line and their balance sheets, is a shame but those "famous" designers don't even design anything these days, it's all  big business now. Here at JL Rocha we will keep it honest and real for years to come.