Today we’d like to introduce you to Sam Lira.
Sam, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
The idea behind CREATEDXCULTURE was originally started by my homie Skeeter and I as a way of putting our art on shirts. It was such a premature idea at first and we had no clue as to what we were doing or getting ourselves into. We just knew we wanted to mix his love for photography and graphic design with my love for graffiti and lettering and make some cool shit.
After some help from a friend, YouTube videos and books we put some money together and bought ourselves this small 4 color one station screen print press and learned how to print. The rest was history. We set up shop in my parents’ garage and would meet up after work and pull all-nighters printing shirts and sweaters. We started selling them for like $10- $15 and gained a little momentum. We were having fun with our project but didn’t know what we were doing or more importantly WHY. The lack of purpose mixed with life and responsibilities ended up catching up with us and our project came to a halt. Some time passed and Skeeter and I ended up parting ways in terms of the brand and I stayed with it while he focused on his career. (Still best of friends though!)
I knew it would take some time for me to start the brand up again if I wanted to refine the vision and execute it to the quality of my expectations so I spent some time working and gaining as much experience as I could. This was an important time in the history of CREATEDXCULTURE because it’s during this time that I learned so much about branding and operating a business. It was extremely important to me that I learned every aspect of running a brand myself and understanding the process of bringing my ideas to reality and everything that surrounds it like sales, marketing, production, creative etc. It’s also a time when I learned a very important lesson that I apply to my work today and that is “Progression over Perfection”. I used to be so hesitant to start the brand back up because there was always something that wasn’t quite right. Then I just went for it and told myself that as long as I am trying my best, putting out work I am proud of, consistently showing progress each time and enjoying the process, then that’s all that counts. It was through this lesson that I learned I enjoy the work that goes into it all over the finished product.
Fast forward a few years later and countless obstacles, I was able to get CREATEDXCULTURE up and running again and more importantly figure out my WHY. Over time I reflected on the traits the brands I looked up to had and it all pointed back to storying telling and being transparent. I learned that it was never fashion or trends I was a fan of, rather it was feeling like I had something to say and using the brand as a platform to share it with the world that captivated me. Now my brand has a purpose and all my moves are done with clarity and intention. I’m doing things how I want and not based off what I see everyone else doing. I now have the confidence to tell the stories that are true to myself no matter how difficult it can be at times. I just care about being honest and creatively telling a story that shares a part of me with people. Making genuine connections through the product and content I put out and seeing it resonate with people is truly what keeps CREATEDXCULTURE alive. So today my biggest focus is just enjoying the process and making quality product that tells a story people can appreciate.
Has it been a smooth road?
Not at all. One of the biggest obstacles early on was having a kid and supporting a family while trying to start up the business. I had very little free time if any, but I did what I could to keep learning and progressing. Having to support a family young also left me with very little money and time to invest in myself, so I had to be smart and make very strategic moves to make it all work. Through the help of family, friends, and perseverance I’ve been able to keep working at this dream of mine and slowly but steadily refine it into a better version of itself.
So, as you know, we’re impressed with CREATEDXCULTURE – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
CREATEDXCULTURE is my outlet for expression. It’s what I’m feeling, what I grew up on, what I’m passionate about, you name it. It’s a piece of me translated into clothing/ design and is all about telling a story that people can learn from and be entertained by. I pay close attention to detail and design every piece with intent, so I really appreciate when people like the designs, the message behind them or some specific detail that I purposely added. It tells me the audience is connecting and looking deeper into the brand and that’s special to me. I’m proud to be different in this industry and tell my story. I’ve never been someone who follows trends or hype or even been into fashion so to me I think its different why I do this. It’s more for the creative process and connecting with people rather then the money or clothes. I think this sets me apart because unlike most I am not looking for the immediate success or to jump on the next hottest trend. I’m in it for the longevity and impact.
Let’s touch on your thoughts about our city – what do you like the most and least?
The Mexican food! It is truly the best and one of a kind. It has that perfect influence from Tijuana and San Diego that gives it this unique style and taste that can’t be rivaled. IDC what anyone says, the Mexican food here is AMAZING. I also love how San Diego is a perfect example of the ideal Southern California city. The weather is perfect, you’re close to the beach and the mountains and most importantly there’s an amazing mix of subcultures that all coexist and create such a diverse environment that has been a huge influence on me.
It’s hard to hate on SD but if anything, I wish it was a little cheaper to live here haha
Pricing:
- shirt – $32
- hat – $30
- lounge shorts – $48
Contact Info:
- Website: www.createdxculture.com
- Email: info@createdxculture.com
- Instagram: @crtdxcltr
Suggest a story: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.
