Company name: Guayamigos
Product: men’s guayaberas (https://en.wikipedia.org/wiki/Guayabera)
Value Proposition: slightly modernized guayabera look that has key visual telltales (4 pockets, pin tucks, embroidery), but made from performance materials that give it cooling properties, as well as being wrinkle resistant, machine washable, with stretch for comfort. Basically a more comfortable, breathable, cool guayabera vs. 100% thick cotton. Also, competitively priced (~$125/shirt). Will be sold direct to consumer online with no store presence (at first). Probably not wholesaled either to maintain brand. Also, shirts will be in standard cut as well as a slightly less boxy, more modern cut.
Competitors: Dos Carolinas https://doscarolinas.com/ and Paris Texas Apparel Co (San Cristobal) https://paristexasco.com/collections/guayaberas ; DC is focused on custom shirt making, very high end, luxury, non-accessible, retail only (no online), priced $150+ with custom $250+. Paris Texas is online, more accessible, but no brand built around it. Shirt quality also a little questionable. Priced $125
Example of shirt material being used: https://www.twillory.com/collections/performance
Example of guayabera design/style: https://doscarolinas.com/styles/ (some will have embroidery some will not, but basic look of all Dos Carolinas shirts will be matched)
Literally the idea came from me wearing the Twillory Performance shirt and wishing guayaberas were made of the same material. Then realizing there are 2 market participants, one of which has a brand but no large online presence, and the other with no brand but an ok online presence. Don’t steal my idea!!
Other company brands I like: I really like the wide acceptance and specifically the agave logo (but not the word font choices below) of Casamigos Tequila (stole their naming idea…) https://casamigostequila.com/ ; Even better, I love what Tecovas has done https://www.tecovas.com/ They’ve built a brand around high quality cheaper boots. Also, I like the idea of embodying the Texas mystique like what Whataburger, Buc-ees, HEB plus Tecovas have done well.
The vibe I’m looking for: one phrase I’ve been playing with is “The official guayabera of ___” with the blank being: campfires, dove hunting, fiesta, nights out with friends, the office. Should be fun, laid back, accessible, the feel of high end but approachable. Modern. Name of guayamigos tying in with being about friendships. Texas pride.
Branding thoughts: obviously, I’d like to center around a bold/memorable color scheme, and have a small emblem/logo that I could embroider onto one of the pockets of each guayabera