Antonio "Tony" Cowser's background is a blend of Puerto Rican, African American, and American Indian (Cherokee) descents.
As president of Guapo Wear Inc., he engaged the Latino community to help develop a clothing line to connect with that market.
conducted grass roots research with East Los Angeles Hispanic residents and representatives, as well as with Latino delegations from UCLA and USC
Tony's research uncovered the need for unique urban Latino fashions, distinct from the urban African American style.
In Spanish, "guapo" means attractive and handsome, as well as rugged or tough.
is a strong, confident, personal affirmation for those who wear it.
"I've worked with the Latino community to come up with compelling, contemporary apparel that captures this emerging trend, and I believe we've created something unique that isn't offered anywhere else," said Tony
Relying on his
advertising experience and his
ability to pull a talented team together, Tony
has forged a future for Guapo Wear
Having spent approximately 10 years in advertising, he
has been on the ground floor of many product launches and brand-building campaigns.
is also familiar with aspects of business development, account management, project management, and public relations.
"Latinos are looking for a brand that reflects their own lifestyle," continued Tony
"Latinos have been largely overlooked by the fashion world, and there's a great need out there...Guapo Wear is perfectly positioned to help fill that void in the marketplace."
Before starting Guapo Wear, Tony worked for Bozell Advertising (now Foote Cone and Belding).
In 1999, he relocated to California, where he began working for The Designory Inc. as an account supervisor working on new business development.
Now, as President and Founder of Guapo Wear, Tony hopes the line will be to Latinos what Phat Farm and Sean John are to African Americans.
"The Guapo Wear
look is less 'bling bling' and less flashy than African American urban styles," said Tony
, "we use clean, neutral colors like white, navy, black, and red for a contemporary urban style that's more appealing to urban Latinos.
The Guapo Wear
line is 70% men's and 30% women's fashions.
added, "We use the number 13 in our line to represent empowerment, since Latinos now makeup 13% of the U.S.A. per the most recent census study."
A native of Pontiac, Michigan and graduate of Oakland Community College and Wayne State University, Tony worked his way through college on scholarships before graduating with a degree in Public Relations.
career first began by working on automotive advertising accounts.
experience includes, overseeing TV, radio, and print advertising materials from concept and development through production and distribution.