AUSTIN, Texas — Soto and Co. started out of the back of a truck in Austin in 2016. It has built a reputation for its unique approach to costume designs, earning Soto a spread in GQ magazine.
“Seeing [the business] in such an atmosphere with a boot from a truck, I didn’t think I’d seen it so quickly,” said Rick Soto, owner of Soto and Co.. “I’ve been featured in GQ over the past six first few months, and I was like, ‘Well, how am I going to do better?'”
He overcame it by gaining the trust of the biggest stars in Texas sports.
Soto designed costumes for Micah Parsons, Bijan Robinson and DeMarvion Overshown, among others. He also made progress in other sports. The connection comes from his willingness to collaborate with the needs of athletes.
“A very close friend of mine ended up being one of the greatest NFL agents in the country,” Soto said. “And he always said, ‘I’ll introduce you, you just built the relationship. “”
Those connections are why Texas linebacker DeMarvion Overshown sought out Soto for his first suit outside of those provided by the University of Texas.
“Any chance to improve my style, I’ll take it,” Overshown said. “I am officially an old chef now. I just had a son, a senior on the team, and now I’m getting my first suit outside of the facility.
High-end overalls are a must-have when strolling through the stadium tunnels before the game. It is equivalent to a fashion show. An idea born of Deion “Primetime” Sanders during his time in the NFL, and a Soto wins out in his business.
“It’s like Deion says, ‘look good, feel good, play good, get paid well,’ and I think that’s the most style-accurate quote,” Soto explained. “When people feel confident about their appearance, they feel like they can take on the world.”