The idea for the brand began in Cruz’s childhood. He grew up watching his father’s business, an environment that sparked his fascination with sneakers and where he spent hours drawing shoe silhouettes. Once he became fully immersed in Puerto Rico’s skate culture, Cruz noticed a gap in the local market: international brands were selling sneakers that looked like skate shoes, but lacked the high-durability materials the sport actually demands, and gave nothing back to the Puerto Rican community.

With that in mind, he set out to build a project with an ambitious goal: to design the first skateboarding sneaker born and conceived in Puerto Rico.