[Founder Stories] Isidoro Francisco: Building the New "I Love New York" Brand

[Founder Stories] Isidoro Francisco: Building the New "I Love New York" Brand

Introduction

Isidoro Francisco is the founder of the urban luxury clothing brand boys of new york based out of New York City.

The style is inspired by the timeless appeal of vintage sports, the functionality of workwear, and the enduring simplicity of basics.

Isidoro has cultivated a brand that resonates with customers far beyond the borders of the Big Apple. His journey began with a vision rooted in authenticity, creativity, and a genuine connection to his audience.

With a heart dedicated to his craft, he continues to evolve and inspire others in the industry.

After moving to the city from Jersey, Isidoro was inspired to start boys of new york after experiencing the hustle of the city.

The brand took off, emerging as a fresh take on the classic "I Love New York" style.

This is his story.

Interview

1. I saw you have a background in sales and managing fashion brand stores - when was the point when you decided to start your own brand? What inspired you and how did you take it from an idea to something real?

I'm originally from Jersey, and I lived in New York for about 23 years. That's how the name "boys of new york" came about—it was inspired by my time hustling in the city. One day, I was just sketching at home and I remember thinking, "I'm in New York, and you always hear how this city can make or break you." I felt that. I was just trying to get a T-shirt out there, trying to sell something as simple as a T-shirt, but it felt like such a struggle. I thought, "Why is this so hard? I just want to do what I want to do."

That's how the name "boys of new york" stuck. I was here, hustling, like so many of my friends, trying to make something of ourselves. I ended up creating these varsity jackets with "boys of new york" on them, and I did a few trade shows. People started asking, "Who is this 'boys of new york'? Where's this brand coming from?" The jackets sold for $295, and while people loved them, most of the buyers were international. Over time, I realized that it wasn’t sustainable for people to pay that much and gift it to someone else. So, I pivoted. That’s when I started focusing on staple pieces like T-shirts and hoodies, and the brand really took off. It became like "I Love New York," but with a more fashionable twist.

Before all this, I was studying biology at Rutgers, aiming for a career in neuroscience. But by my junior year, I knew it wasn’t for me. There’s that moment when your soul, heart, and mind are screaming, "This isn’t for you!" By the third time I heard that inner voice, I knew I had to listen, or else I’d end up miserable, stuck in a life I didn’t love. I realized I couldn’t keep ignoring it.

But I’d already invested so much time and money so it was hard to walk away. Still, I made a choice. I started flunking my Rutgers classes while secretly enrolling in FIT. Eventually, I fully transferred to FIT, and that’s when everything shifted.

At FIT, I wasn’t thinking about starting my own brand. I saw myself working for a bigger company. That’s when I started working for Yumi Kim, a small startup where I was the first employee. Kim became a mentor to me, letting me use her manufacturers—a huge deal, because no one shares those resources. That’s how I started my first brand, Isidoro Francisco, which was a women’s wear line. I landed 12 wholesale accounts, but they were all consignment, meaning I only got paid if my items sold.

Then Hurricane Sandy hit, and stores started closing. My 12 accounts shrank down to just one, and I lost a ton of merchandise. It was a hard time, but in 2015, a friend suggested I try menswear. I didn’t know how I’d afford it, but I did a few trade shows on credit, just swiping my card and hoping for the best. One of my customers saw potential in me and even paid for my hotel at a Vegas trade show. I only had to cover the flight and booth.

That gamble paid off because someone from GQ noticed one of my varsity jackets and mentioned it online. It was surreal because I had been manifesting that moment, always telling myself, "I want to be in GQ." And there it was, I made it happen.

2. You've talked about how you have to put the customer at the center of everything and you have to build a community, not just have an audience. What are ways that built community when you first started your brand and what does that community look like now?

The main thing, especially when I first started, was social media—specifically Instagram. I always say I’m not a social media person, but when I look back at my Instagram, I’m like, “Damn, I built this. I created this on Photoshop.” So, even though I claim I’m not into social media, clearly I am. Having a presence on social platforms was key.

But beyond that, I’m genuinely a caring person, so I tend to put others’ feelings before my own. As a business owner, though, I’ve had to learn to draw boundaries and be more strategic. Early on, I built relationships through social media, engaging with customers, and hosting and participating in events. I tried to make it personal. Even now, especially with international orders where customers pay extra for shipping, I’ll think, “Wow, someone spent this much on a T-shirt I designed.” I put my heart into it, and I want to show my appreciation.

I make a point to email customers, asking how they found the brand and what drew them to it. It’s not just for market research—I genuinely want to know. Their feedback is so valuable, and it helps me stay connected to my audience. That’s how I started building a community.

As the brand has grown, that connection has deepened. I’ve participated in markets like "Artists & Fleas," which has been incredible for building an authentic, organic following. Doing these markets allows me to meet my customers in person. We take photos together, and they get to hear my story directly from me. People are often surprised to see the owner of the brand there, interacting and sharing my journey. That face-to-face interaction is crucial for community building.

Now, when I’m out, I see people wearing my designs—like the other day, a friend sent me a picture of someone wearing one of my "boys of brooklyn" shirts on the train. It’s such a surreal feeling. It’s moments like that, or even interviews like this, that remind me that something is working. Something is happening beyond my control, and it’s growing in ways I couldn’t have imagined.

I’ve poured so much into this, and seeing it become something bigger than I anticipated is incredible. What’s even more exciting is that I haven’t even tapped into the full potential of the brand yet—but it’s coming.

3. You mentioned most of your sales are international. Do you mind sharing from where? What do you think makes your brand so appealing to international folks?

It definitely wasn’t what I expected. When I first launched boys of new york, I had a completely different idea of who my customers would be. I pictured this "model off-duty" type—someone really cool, but in a specific way. I thought it’d be these 17- or 18-year-olds wearing the brand and sharing it with their friends. But it turned out to be a much wider and even cooler audience than I initially imagined.

During COVID, when a few of the stores I was in had to close, my website really started to take off, and most of the sales were international. That totally surprised me. It was interesting to see how many people working in fashion were drawn to the brand, especially those who couldn’t make it to New York Fashion Week. For them, it had this nostalgic "I Love New York" vibe.

I also became friends with a lot of international fashion editors who connected with the brand. For instance, Sophie, the head editor at InStyle magazine, loved the brand, and we became cool. She featured Boys of New York in the magazine, and after that, my sales in Germany skyrocketed. That was a big moment.

So, my biggest markets now are Germany, France, Italy, Asia, Australia, Brazil, and then, of course, the U.S. Interestingly, within the U.S., my strongest sales come from California and Texas, followed by New York. It’s kind of wild to see how the brand has spread across different regions.

Now, with boys of brooklyn, I’m realizing the people buying it are more of that hardcore Brooklyn customer—people born and raised in Brooklyn or those who’ve moved there and lived there for a few years. They really resonate with the Brooklyn identity. But for boys of new york, it’s mostly international customers, especially tourists who are drawn to the New York vibe.

4. What are the biggest lessons you’ve learned as a designer entrepreneur that you would like to pass on to other designers who want to start their own brand?

Have a "why" bigger than yourself. That’s the number one lesson. Your heart has to be in your business, and your business has to be in your heart.

Be prepared for added expenses—they’ll always come up, so expect the unexpected. Also, it’s crucial to know when to delegate and when to handle things yourself.

Another important lesson is patience. It always takes longer than you think. I remind myself of that time when I was running between Rutgers and FIT—how I made it work, even when it seemed impossible. I was just doing what needed to be done without overthinking it. But as the company grows and more eyes are on the brand, I have to move with more care. Still, I try to tap back into that mindset of the younger me, full of energy and just going for it.

One thing I truly love about having a business is that I’m constantly learning. Every single day—whether I’m awake, sleeping, or even sleepwalking—I’m learning something new. But the key is always having your heart in your business, and your business in your heart. There will be a lot of ups and downs, but if you really want it, you will make it happen.