Today we’d like to introduce you to Virgil Benitez
Virgil, we appreciate you taking the time to share your story with us today. Where does your story begin?
My name is Virgil Benitez, founder of Grind Avenue. Born and raised in Tondo, Manila, I grew up surrounded by the raw energy of the streets – where every day was a fight to get ahead. In 2006, I moved to San Diego with my father. A new city, a new culture, and a new challenge. I didn’t know it at the time, but the mentality I absorbed back in Tondo – the idea that nothing comes easy, that respect is earned, and that hard work speaks louder than words – would lay the foundation for what I would build next
Honestly, I never thought I’d start a clothing brand. I spent nearly a decade working for a company, starting as Operator #1 and grinding my way up to managing hundreds of people. I watched the company go from the brink of shutting down to getting bought out by a major player. I had multiple high-paying job offers, but I turned them all down because I was loyal to the people I built with. Then, out of nowhere, they shut it all down. That moment played a huge role in my journey with Grind Avenue. For weeks, I kept thinking – I don’t want to work for someone forever. I want the freedom to wake up when I want and sleep whenever I feel like it. I want to explore the world, take care of my parents, and most of all, secure this bag for the people who’ve been there for me since day one. I realized early on that to live life on my terms, I couldn’t rely on working for someone else.
It’s always tough to go through dark times, especially when you have to part ways with people who were once close to you. But acknowledging their role in your journey, even when it’s painful, is a powerful step in healing and growth. Saying, “You’re part of my journey and will always be,” shows a deep understanding that even the lessons learned and the strength gained – highlights your resilience and maturity. The dark days might have been tough, but they’ve shaped you into the person you are today, and that’s something to be proud of.
Grind Avenue wasn’t just an idea or a brand; it was a reflection of my personal battles and the resilience that emerged from them. The journey began during the roughest times of my life, when I found myself in a dark place, searching for a way out. It was in this darkness that the seed for Grind Avenue was planted. The realization struck me if I wanted to improve my situation, I had to take action. I needed to find a way to express the turmoil I was experiencing, and for me, that expression came through the creation of a simple shirt. I don’t just design a piece for the sake of fashion or trends; each piece holds a deeper meaning. Every design is a testament to the struggle I’ve endured and the lessons I’ve learned along the way. The journey hasn’t been easy. I’ve lost people who were once close to me and there were days when I questioned whether I would make it through. Every day felt like a battle, and every night was a test of my will to keep going. But within the struggle my creativity was born. The dark box I found myself in became the source of my inspiration, driving me to keep pushing even when I wanted throw in the towel.
I prefer rocking local brands and underground merch over flashy names like Bape or Supreme – there’s something real about supporting the culture that speaks to me. One thing I’ve noticed, though, is that everyone is selling their merchandise at a high price with low-quality materials, and that just doesn’t sit right with me. I started getting samples from multiple factories because I told myself I will go full throttle into this game, I want to be able to pick and choose the hardest material we can get our hands on. I want to be able to produce high-quality merchandise at a low price. Imagine paying $150 for a hoodie and it comes in a plain bag – no effort, no extra touch. That’s not how I want my customer to feel. I want them to feel great when they open their packaging, especially when they put the merchandise on. That feeling of, ‘Damn, this shirt or hoodie is worth more than the price now’ – that’s the experience I want to create.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The road has been rocky, especially starting the brand on my own. Imagine building a house with no experience – learning the process while constructing it. I had to learn on the fly. Most people don’t see the struggle behind the scenes – getting samples in, tweaking sizing and designs, waiting weeks just to realize another round of adjustments is needed. They only see the final product, the polished version. But for me, every drop goes through two revisions before I sign off on it because quality isn’t negotiable.
Designing comes naturally to me. It’s a smooth transition. Before I even start designing, I already have the vision locked in. I picture the piece in my mind, down to the smallest details, and then bring it to life.
One of the biggest struggles was support. Starting off, the easiest thing a friend could do was simply be there, yet that was rare. The real ones I met along the way – people who genuinely rock with the brand – ended up supporting tougher than my own circle. That’s when I started moving differently. I noticed people only came around when GA was making noise in the city, and I wasn’t about to keep them around in my corner.
There’s no struggle when you love what you’re doing. I’m not in this for the money; I’m in it for the craft. We’ll keep pushing, keep creating, and keep dropping different pieces, no matter what.
Shoutout to my people who keep it real since day one – JayG, AK_Training, Bunso, JohnL, Bruno and Buboy’s. It’s been a long road but we’re locked in. 2025, is ours, and we’ve got a mission to fulfill.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Grind Avenue isn’t just a brand – it’s a lifestyle for those who refuses to settle, build on real experiences, heavy quality, and the relentless pursuit of greatness. I’m known for my go-getter mentality, keeping my eyes on the prize and pushing forward, no matter the obstacles in my way. I’m most proud of the people I’ve met along the way who appreciate the material and details, and of the team, behind the scenes – we started really small, and we just keep multiplying.
Contact Info:
- Website: https://www.grind-avenue.com
- Instagram: https://www.instagram.com/grind.avenue
