credit: @suavecitopomade / Instagram

How a Bunch of Regular Dudes Made Suavecito Pomade a Big Success

How did a bunch of self-described “working stiffs” from Orange County, California turn homemade hair wax into an international DIY success story? With the help of friends and lots of ganas. ?

Brothers Pete and Tony Adame, along with their buddy J-Bird, went from giving away homemade batches of their Suavecito hair pomade to building a business that stands FIRME.

It started because they liked the good stuff, but it was too expensive. So they made their own.

Suavecito pomade

 

 

If you’re a Mexican-American from Southern California, there’s a pretty good chance you know someone who puts Three Flowers pomade on their dome. It’s great if you’re on a budget. Well, Pete Adame really liked a product out of Japan called Cool Grease, but at over $20 a can, it was too pricey. He and his buddy J-Bird were like forget that. They grabbed some five-gallon buckets from Home Depot and started experimenting with ingredients to come up with their own concoction.

Eventually, Suavecito hair pomade was born.

#Shinning #Suavecito #Pomade #Malaysia #GetItHombre Photo cred @suavecito_ganu

A photo posted by Suavecito Pomade (@suavecitopomade) on

The smooth name came from a friend’s mom, who told the guys they “were looking all suavecito” as they left her house one day.

Wanna see how it’s made?

They brew it up, refrigerate it, hand label it, pack it up and send it out.

Give it away, give it away, give it away…

Suavecito Inc

 

After brewing up buckets of homemade pomade, they started giving it away to friends. “I thought … if there’s a way I could figure out to make it, I can just give it away to all of my friends and where they don’t have to buy it – cool. I’m happy with that,” recalls Pete.

Their friends loved it because it wasn’t sticky. And barbers around Southern California started to notice.

Picking up our weekly order. #Suavecito #suavecitopomade #santaana #pomade

A photo posted by @vladthebarber666 on

When their friends would go to barber shops, barbers would notice the distinctive smelling, water-soluble pomade with a wax-like hold. It was a lot like Three Flowers, but bettah, so they wanted to know more about it.

The intent was never to become a business.

When the demand for the product grew outside of the freebies they were giving to friends, J-Bird started bringing up the business possibilities.  At first Pete was all chale and resisted selling the pomade because, according to him, “It was never a business. We just got this gnarly kick out of it. We were just working stiffs.” But people want what they want and you can only resist for so long.

Believe it or not, the Great Recession was kind of great.

Pete had been working as a machinist, but in 2009 he lost his job because of the Great Recession. He and J-Bird, who worked as a cook, wanted to open up a hot dog restaurant. Well, they couldn’t get a loan, so instead, Pete took his severance pay ($1,000) and invested it in their pomade production gig.

They had built up quite the underground following…then sh*t got serious.

They were only gonna sell enough pomade to maybe open up a restaurant with the earnings, but they sold out of their first 4,000 cans  – como si nada.

Suavecito Inc. grew and they brought in more employees.

#Suavecito #Pomade: #theBest! #GetItHombre #SuavecitoPomade

A photo posted by Suavecito Pomade (@suavecitopomade) on

Pete’s brother Tony came on board early on and since then, two more Adame brothers are part of the Suavecito staff that boasts employees in the double digits.

They now have fans and customers all over the world. Including baseball superstar Bryce Harper

bryce-harper-472921312
Credit: Patrick Smith / Getty

As well as Mexican soccer stars Carlos Vela, Miguel Layún and Giovani Dos Santos.

The ladies wanted to be smooth and firme, too. So the Suavecito guys hooked them up.

Ladies were also using the Suavecito products, but wanted a little sumthin’ sumthin; for themselves. In 2014, Suavecita, a line for women, was launched.

It’s now more than pomade.

#GetItHombre www.SuavecitoPomade.com

A photo posted by Suavecito Pomade (@suavecitopomade) on

Sure the success of the company started with pomade, but it has grown into a “cultural phenomenon” with an ever-increasing line of products such as beard serum and switchblade combs.

They will never forget their humble beginnings.

#Suavecito #Pomade #GetItHombre!

A photo posted by Suavecito Pomade (@suavecitopomade) on

Now that Suavecito has built a huge fan base, they could probably charge more money for their products. But they won’t. According to Tony Adame, “We want kids from our neighborhood to have the chance of looking good. We want to keep our pomade and clothing so affordable that even we could have afforded it when we were kids.”

Read more about Suavecito @ Orange County Register and OC Weekly.

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