CO-FOUNDING PREMIUM FOOTWEAR BRAND FROM SCRATCH IN A COMPETITIVE MARKET
L - A - D
Fashion Industry
The Challenge
Launching a high-end, design-driven brand with no external funding meant building everything (product, messaging, and market fit) from the ground up. Every step required intention and resourcefulness.
L - A - D is a premium sneaker brand that blends traditional craftsmanship with minimalist design to create leather shoes made for everyday presence, not just wear. Made to last. Made to matter.
We faced major challenges: production barriers from suppliers unwilling to validate quality without high-volume orders; a premium pricing strategy without existing brand equity in a market driven by familiarity; the need to build awareness and trust through bootstrap marketing; and the constant tension of balancing ambition with operational reality while sustaining quality and cash flow.
My Role
Co-Founder
Creative Lead
Product Manager
Brand Strategist
L - A - D was born from a desire to build something meaningful in León — a city renowned for shoemaking, yet often limited by outdated standards. Alongside my co-founders Alex and Francisco, I believed launching a brand here would be straightforward, but we quickly learned otherwise. Many suppliers saw our designs as “too complex,” and those who met the quality standards demanded volumes we couldn’t afford as a bootstrapped team. Still, we stayed the course. More than launching a product, we pursued a vision: to build something better — a brand rooted in fair work, dignified schedules, and space to innovate with integrity.
Every cent had to count. We prioritized strategy over speed — investing in visual identity, product design, and scalable systems instead of shortcuts. The process was far from easy: slow production cycles, limited inventory, and relentless budget constraints constantly tested our resolve. But we never compromised on what mattered — quality and originality. One of our boldest moves was designing our own sole, rather than using generic molds — a distinctive signature that made our shoes truly original and impossible to replicate.
Today, we’re proud of what L - A - D stands for. We’ve built a community of customers who return, recommend, and look forward to what’s next. Hearing them say our shoes go with everything, feel great, and reflect their lifestyle is the reward. We’ve learned that premium products don’t scale on urgency — they build trust over time. And once that trust is earned, momentum follows. For me, L - A - D is more than a business. It’s a living idea — born from purpose, crafted with care, and still evolving with every step.
My approach
DESIGN + BUSINESS
+ CREATIVITY
As co-founder of L - A - D, I built a brand by aligning three core forces: what we could create authentically (aesthetic durability, operational depth), what the market needed to recognize (fewer models, long-term relevance), and what people feel and value (ritual, calm, sophistication). This intersection became the foundation of the brand — minimalist, functional, emotionally grounded.
From e-commerce to GTM
Built a brand with lasting meaning, structure, and identity from zero.
Ecommerce Engine
Designed, launched, and optimized the Shopify store. Integrated analytics, pixel tracking, automation flows, and a modular product catalog.Go-to-Market Strategy
Developed the full GTM plan — including pricing, messaging, funnel architecture, and creative direction.Positioning & Identity
Positioned the brand around aesthetic durability — timeless, versatile, minimalist design made to feel relevant every day. Defined the brand narrative and visual identity.Narrative Design
Communicated through the concept of “Lunes A Domingo” as a loop: circular, consistent, and relevant. Product names follow the days of the week, creating ritual and continuityFunnel Strategy
Built performance flows from discovery to conversion to support long-lead decision-making for a premium product.
Strategic Impact
Profitable Performance
+55%
ROI
Proof that clarity and structure outperform spend.
Ad Efficiency
+347%
ROAS
Customer Growth
+133
New clients YoY
Performance was driven by intent, not volume.
Trust was earned through design, and product integrity.
Takeaways
Brand clarity enables growth, even without external investment. A sharp narrative and coherent identity created traction in a saturated, trust-based market.
Premium products require long-lead trust, not urgency. Instead of chasing trends, the funnel respected buying tempo and conversion followed.
The product is the marketing. Authentic design and durability weren’t just features, they shaped positioning and drove sales.
You don’t need a big team to think big. The brand and the sales engine were all built solo, with scale and coherence in mind from the start.
Building better products means building better systems,— including how people work. L - A - D is a bet on a future where craft and fairness coexist.
What’s Next
This project reflects how I work: I built a direct-to-consumer brand in the fashion industry while navigating the realities of the retail market, from positioning to performance.
I’m now applying this mindset to brands that need strategic clarity, creative leadership, and execution that works, across product, content, and culture.