Today we’d like to introduce you to Vince Cacho.
Hi Vince, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
In early 2020, Gabe and I (Vince) were on a movie set— the movie set of Denzel Washington’s The Little Things, to be exact. We didn’t know much about each other, other than our job titles.
Gabe walked up to me and asked, “You that dude who designs those Production and Local 80 shirts? I’ve got a job for you! I was looking to get—” (inaudible speech).
I immediately tuned him out. Not because I wanted to, but because I always end up in conversations about design or artwork that go nowhere. He’s describing how he wants the back of his shirt designed, and all I’m thinking is, “I wonder what they’re serving for lunch?” hahaha!. I’m nodding along, pretending to listen. He finishes his pitch, we fist bump, and get back to work.
The next day, he comes up to me and asks, “How’s it going?”
I figure he means life, so I bump his fist and reply, “It’s goin’!” And we go on our way.
Same thing the following day.
Then on day three, Gabe hits me with: “Hey, let me see that design concept.”
Design concept? I’m thinking. Then I go, “Oh, shit! You were serious? He tells me “Fuck yeah, I’m serious!”
He pulls out a fat stack of cash, drops it in my hand, and says, “GET IT DONE.”
That’s when I knew he meant business. And since I already knew he liked my art style, I had a clear direction. His custom shirts were designed, printed, and sold out within two days. It felt like selling drugs again — only legal.
Then came March 2020. COVID hit and took down the film industry — and pretty much every other industry. The world shut down.
All across my social media, lowriders, customs, hot rods, motorcycles, off-roads — every kind of build — were finally running and cruising the empty streets. I mean, what better way to spend quarantine than working on your project car in the garage? The cruising scene was making a stronger-than-ever comeback. Social feeds were flooded with up-and-coming, car builders, musicians, artists, and folks just showing off their talents.
There I was — jobless, back behind my laptop, trying to figure out how to showcase my artwork. The plan was to pick up design clients. Instead, I get a call from Gabe with a brilliant idea.
At the time, my Instagram feed was full of people out cruising. That’s when the idea hit me: CRUISER. I thought, I’m gonna design something around that word. I googled it as a business name and nothing came up. I was surprised! It’s Such a cool name for a car culture brand.
I had the designs — now how was I gonna showcase them? I photoshopped my artwork onto realistic t-shirts and posted them on a new social media page — which, shockingly, was still available. People were engaging. They were into it.
That’s when I get the call from Gabe: “Bro. How do I place an order for a couple of each shirt?”
Unfortunately, I had to break the news: “Dude… they’re not real. It’s just Photoshop.”
He didn’t even flinch. “How much to make this real?”
So, we talked numbers, bounced creative ideas, and sent our first four designs to print. We figured we’d probably reach our audience better in person, but the world was still closed.
Then, right when we needed it, an opportunity opened up: Santa Maria’s West Coast Kustoms Cruisin’ Nationals. I’d been going to that show since I was a kid, back when it was hosted in Paso Robles, California. What better place to make our first move?
The car show portion wasn’t happening that year, but the swap meet was still on. We signed up and got accepted.
Gabe and I loaded up our cheap-ass canopy, a couple of bins filled with shirts and hats, and headed two hours north. That drive? It’s when we really got to know each other. Up until then, all we knew was that we’d met on a movie set a few months prior — and we both loved cars.
We did the “show” and went home almost completely sold out!
IT. WAS. A. SUCCESS.
We knew we were onto something. We knew our audience. They weren’t just buying designs — they were connecting with a culture.
And that’s when we realized: it’s not just about art anymore.
It’s about showcasing who we are.
It’s about breaking through into every corner of car culture.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
If it were easy, everyone would be doing it. The road isn’t always smooth. Creative ideas, finances, production deadlines, product quality, product availability — these are all things we have to figure out and agree on daily.
We’re still working on our marketing. We’re still new, and we’re still learning. We’re still going through growing pains.
Even though we come from completely different backgrounds, we’re able to come together for the love of cool shit.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Well, I’ve got to start with our team—we’ve got an amazing crew that makes sure our events run as smoothly as possible. Sheri and Jackie lead the Sales and Shipping departments, while Carlos oversees our Inventory and Sales. They all work hard to make sure Cruiser Brand is stocked with not just merchandise, but also all the info we need for each current and upcoming event.
I, Vince, handle all the designing, from apparel to marketing and social media content. I still work in the film industry as a Union Local 80 grip. I also do freelance design work for other businesses as well as perform in a punk band called Fozzy’s Hero.
All while Gabe keeps everything running smoothly. He’s an absolute beast when it comes to business and cars—it’s in his blood. After COVID and the writers’ strike hit the film industry, Gabe made the leap and started a custom car business called Gravity Garage, based in Santa Clarita, California. His vision for building badass rides is truly impressive, and it shows in the creative ideas he throws my way for our upcoming apparel designs.
Are there any important lessons you’ve learned that you can share with us?
Teamwork makes the dream work, straight up. Having a solid team—or family, really—is something people overlook, but it’s everything.
We’ve learned to take our time, stay patient, and make sure every “i” is dotted and every “t” is crossed. Details matter. Our crew and our customers expect top-tier quality, so we do everything we can to deliver just that.
We’re all about the feedback—good, bad, whatever. Got suggestions? We’re listening. Around here, there are no problems, only solutions.
Pricing:
- Tee’s $35-$45
- Hats $35-$45
- Outerwear $35-$120
Contact Info:
- Website: https://www.shopcruiserbrand.com
- Instagram: https://instagram.com/cruiserbrand
- Facebook: https://facebook.com/cruiserbrand
- Youtube: https://www.youtube.com/@CruiserBrand
Image Credits
Models: Mike Molina of Genocide CC, Cat Gutierrez, Photos taken by Paul Saenz, Vince Cacho
