Luis has called Brooklyn home for more than 25 years, and his style reflects the city’s present energy; effortless, authentic, and unafraid to break the mold. In our 10:AM Dialogue, he shares why he rejects nostalgia in favor of living in the moment, how his wardrobe evolves with his mood, and why he respects brands like 10:AM that balance creativity with sustainability in an industry full of challenges.
Q: Having lived in New York for 25 years, if 10:AM Factory embodied a specific era in the city's history, which one would it be and why?
A: Today. I like that 10:AM fits in while referencing different times, but it still feels present. Not a fan of forced retro or faux nostalgia; it doesn’t try to recreate the past but exists in the now.
Q:Throughout your time in New York, has your style been more about making a statement or embracing timeless quality? Has that evolved over the years, and do you think 10:AM strikes a balance between the two?
A: I don’t chase a statement or timelessness.
My style has evolved because I’ve always worn what I liked at the time; sometimes comfort, sometimes more structured, sometimes purely experimental. I dress based on how I feel or what I’m into, not to project something specific.
That’s what I like about 10:AM -it doesn’t follow trends or force itself into a specific mold. It feels flexible, easy to wear, and lets you define how it fits into your life. It’s light, simple, and playful, which matches how I currently feel. I don’t expect it to be timeless- I’d rather it become part of my memories from the times I lived in those clothes.
Q: How has your perspective on sustainability evolved over time? Do you feel brands like 10:AM are driving that conversation in a way that resonates with you?
A: For sure! I started noticing, especially with sneakers and coats, how much waste I created by throwing things out; or how certain materials just didn’t age well.
I respect brands that don’t ignore their impact but address it head-on, finding creative ways to minimize harm. It’s even more impressive when smaller brands do it because they’re already facing enough challenges competing in the industry. Choosing ethics and responsibility on top of that? That’s something I respect.
To be ethical…in this economy?!
Yeah, I f*** with that!