Today we’d like to introduce you to José Luis Velasco.
Hi José Luis, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I’m a first-generation Mexican American, born and raised in Riverside, California. Growing up, I was always drawn to creativity and inspired by the worlds of music, cuisine, culture, architecture, and travel. Those experiences shaped the way I see design and continue to influence everything I create today.
My fashion career began in New York City in 2006, where I discovered that fashion was the perfect intersection of creativity, problem-solving, and craftsmanship. Over the past 15 years, I’ve built my career in product development and production, working behind the scenes with established apparel brands and learning every step of the process—from concept and sourcing to fit, manufacturing, and launching products.
While I enjoyed helping build other brands, I always knew I wanted to create something that reflected my own vision. That vision became ETERIO—a menswear brand built around elevated comfort, timeless design, and thoughtful craftsmanship. I wanted to prove that everyday essentials could feel luxurious without chasing trends and create pieces that people would reach for year after year.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Building ETERIO has been far from easy. This is my very first collection, and as a solo founder, I’ve handled every part of the business—from designing and developing the products to sourcing, production, marketing, and launching the brand. Along the way, I’ve faced setbacks, delays, and countless revisions, but each challenge has reinforced my belief that great brands are built through patience, consistency, and an unwavering commitment to quality.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My career has been rooted in product development and production, primarily in women’s apparel, where I’ve spent more than 15 years bringing collections to life from concept to production. That experience gave me a deep appreciation for fit, fabric, construction, and the countless details that define a well-made garment.
With ETERIO, I’ve applied that same product-first mindset to menswear. I’m most proud of launching my first collection with a clear vision: to create elevated essentials that prioritize timeless design, exceptional comfort, and quality craftsmanship over fast-changing trends. I believe what sets my work apart is the attention I give to every detail, because I believe the smallest details often make the biggest impact.
Who else deserves credit in your story?
While ETERIO has largely been a solo journey, I definitely didn’t get here alone. I’m grateful to my family, my partner, and my close friends, who have supported me through the highs and lows of building a business from the ground up. Their encouragement kept me moving forward, especially during the moments when things didn’t go as planned.
I’m also thankful for the manufacturers, photographers, and creative partners who believed in my vision and helped bring my first collection to life. Every sample, photoshoot, and collaboration has played a role in shaping ETERIO.
I’m especially grateful to my uncle, Rogelio Velasco of Velasco Couture, who has been one of the biggest influences on my creative journey. He was my first mentor, and his passion for craftsmanship continues to influence how I approach design today. I wouldn’t have the creative foundation I have today without his guidance. I’m equally thankful for the mentors and colleagues I’ve worked with throughout my 15-year career in product development, whose knowledge and encouragement gave me the confidence to launch ETERIO.
Pricing:
- $38-$95
Contact Info:
- Website: https://www.eterio.us
- Instagram: eterioofficial
