From UPS to Shopify: Building Brands & Community with Emo Brown

If you’ve ever checked out La Tiendita, Emo Brown’s merch shop, you’ve seen my work in action.

Funny enough, I got involved the way a lot of unexpected things happen—just chopping it up at work.

I work the early shift at UPS, loading trucks before the sun even thinks about coming up. Out of all the pens in the building, I ended up working in the same one as El Shamps. One day, between stacking boxes and dodging heavy-ass packages, we started talking about Shopify, merch, and selling online.

I told him about my work on Seita, my own high-end grappling and fightwear brand. Next thing I knew, I was helping build something new for Emo Brown.

Building La Tiendita: More Than Just a Shop

La Tiendita isn’t just a shop. It’s part of something bigger—a brand, a culture, a community. I help keep it running behind the scenes.

I built the Shopify store from the ground up, making sure everything looks clean, works smoothly, and represents Emo Brown the way it should. But for me, this wasn’t just about setting up a website. What I really wanted to be involved in was getting more people to know about it and want to buy.

To me, selling something comes down to two things:

1. Is it something people actually want?
2. How do you get them to care enough to buy it?

That second part is where the real challenge is. A lot of great ideas fail just because no one ever hears about them. That’s what I want to figure out—how to take something dope and get it in front of the right people.

I’m not just here to run the shop. I’m here to help it grow.

Seita: My Hands-On Business Bootcamp

Outside of Emo Brown, I co-founded Seita, a high-end grappling and fightwear brand that focuses on clean design and high performance. It started as an idea between my middle school day-one homie and me. Now, it’s my hands-on crash course in branding, selling, and running a business. Every launch, every product, every mistake—it’s all a lesson in what works and what doesn’t.

I’m not just trying to sell gear. I’m trying to understand how to build something real, something that lasts.

Why This Matters

At the end of the day, my goal is simple. Build something that supports me—something I own, something I control.

If you can get people to care about what you’re doing, you can sell. And if you can sell, you can build something that actually lasts.

Right now, I’m putting in the work at Emo Brown, Seita, and anywhere I can sharpen my skills—whether in branding, business, marketing, or combat sports.

If you’re about building something real and constantly leveling up—whether in business or life—let’s talk. Drop a comment below!