Today we’d like to introduce you to Rick Soto.
Hi Rick, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My path into this business was anything but linear. After graduating from the University of Texas, I moved to New York and worked in advertising, where I was exposed to a level of style and tailoring that completely reframed how I saw clothing. It wasn’t just about aesthetics, it was about presence, confidence, and how someone carries themselves in a room.
When I returned to Texas, I started small, designing and selling ties and accessories at local events. That eventually evolved into custom suiting, and in 2016 I made the decision to fully commit. I launched Soto & Co. out of the back of my truck, building the business one relationship at a time and staying closely connected to every part of the process.
Those early years shaped everything. Being hands-on forced a level of intentionality, not just in the garments themselves, but in the experience surrounding them. From the beginning, I was less interested in following trends and more focused on creating something personal, something that reflected the individual wearing it.
As the brand grew, so did the scope of the work. We began working with athletes, executives, and clients across a range of industries, and in 2020 we opened our East Austin showroom. But growth has never been the point in itself. It’s always been about refining the experience and staying true to the foundation the business was built on.
At its core, what I do is about transformation. When someone puts on something that’s been made specifically for them and you can see that shift in how they stand, how they move, how they show up, that’s the real product. The clothing is simply the medium.
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?
Smooth wouldn’t be an honest way to describe it.
Building this from the ground up meant taking on a lot of risk early, both financially and personally. In the beginning, I was doing everything myself, and there’s a level of pressure that comes with that when you’re trying to prove a concept and make it sustainable at the same time. There were moments where growth felt uncertain, where I had to make decisions without a clear safety net, and just trust that the work would compound.
There’s also the challenge of evolving from a one-man operation into an actual business. Learning how to build a team, delegate, and maintain the same level of quality and experience as you scale is not something you get right immediately. That process came with mistakes, adjustments, and a lot of trial and error.
And like most businesses, there have been external challenges you can’t predict. The pandemic was a major one. It forced a complete reset in how we operated and how we thought about the business. But in a lot of ways, those moments end up sharpening your focus.
Looking back, the struggles have been the most valuable part. They forced me to become more disciplined, more adaptable, and more clear about what I actually wanted to build. It’s never been smooth, but it’s been intentional the whole way through
Appreciate you sharing that. What else should we know about what you do?
At its core, what I do is build custom clothing, but it’s really more about building confidence and identity through what someone wears. I specialize in bespoke and made-to-measure suiting, working closely with each client to create something that’s completely personal to them, from fabric selection to fit to the smallest design details.
Over time, I’ve become known for that one-on-one experience. It’s not transactional. It’s collaborative. Whether I’m working with a professional, an athlete, or someone buying their first custom piece, the goal is always the same: to create something that feels intentional and specific to their life and how they show up in the world.
What I’m most proud of is how the brand was built. It started out of the back of a truck, and everything has grown organically through relationships, trust, and consistency. We’ve had the opportunity to work with some incredible clients, but the foundation has always been the same, treating every person like they matter equally in the process.
I think what sets us apart is that we never approached this purely as a product business. There’s a level of care and detail in the experience that people feel right away. We’re not chasing volume or trends. We’re focused on craftsmanship, fit, and creating something that lasts, both physically and in how it makes someone feel.
At the end of the day, if someone walks away feeling more confident, more prepared, and more like themselves, that’s the standard we hold everything to.
Do you have any memories from childhood that you can share with us?
A lot of my favorite memories growing up revolve around sports. Whether it was school or just playing with friends, that was always a constant. I had a family that showed up for everything, and those moments, looking up and seeing them in the stands, meant a lot more than I probably realized at the time.
It also built a lot of my closest relationships. Most of the guys I grew up playing with are still some of my best friends today.
In high school, it was just as much about style as it was about the game. Everyone wanted the newest sneakers, putting together a clean outfit, Allen Iverson braids, earrings, all of it. It was competitive in a different way. You wanted to stand out, but still be part of something.
Looking back, that was probably the first time I really understood presence, how you show up, how you carry yourself, and how much that can say without you saying anything at all. That mindset never really left, it just evolved.
Contact Info:
- Website: https://sotoandco.com
- Instagram: @sotoandco
- Facebook: /sotoandco
- Twitter: sotoandco
