BY SARAH THURMOND / PIC BY PHIL KLINE

After Graduating from the University of Texas at Austin, Rick Soto Was working at an advertising agency in New York City when his boss invited him to the Heisman Trophy dinner -— Only Soto didn’t own a suit. “I had like $200 to my name,” he says. “During lunch, I ran to a K&G and bought a discount suit for like $79, then I had them do some alterations. I went to the Heisman dinner and felt amazing.” Today, Soto is making others feel amazing as the owner of Soto & Co., a business he launched in 2016 starting with ties and accessories before moving into custom suits, coats and shoes. He operated the business out of a retrofitted delivery truck (yes, fittings were done in a truck) and grew a client list that includes professional athletes like Emmanuel Acho, C.J. Stroud and Micah Parsons. The Victoria native, who credits his business-owning parents for his entrepreneurial spirit, opened his first storefront during the pandemic. The space on Austin’s east side is reminiscent of a posh bachelor pad with a stylish décor and bar cart. Next, Soto Plans on expanding into other cities including San Antonio, and he’ll do it by trying out the truck first in each market. 

What is something you wish you knew when you were starting out?

I wish I would have put doors on the truck. I used to have it wide open in the summer, and A/C was just not working. All the air would go out. It always made me wonder, “Damn, people really rocked with me if they were getting measured and trying on their suits sweating for four years.” 

How do you approach obstacles? 

I consider myself a very resourceful person so, if anything, it’s always being ready to pivot and adjust, then take a little bit of a risk and add some luck to it. Utilize those three things and hope for the best. Luckily, it’s worked out for us so far. And I think every risk that I take, even though it’s a risk, is calculated.

What’s the best advice you’ve ever received?

As frustrating as it is at the time, my mom always says, “It’ll all work out.” Take that mentality and figure it out and try not to stress about it, because one way or another, we will figure it out. We will make it work. That’s proved more times right than not. 

Is there anything you won’t let a customer talk you into doing? 

I always put in my two cents, but at the end of the day, it’s what they want. If they like it, I love it. 

What inspires you right now? 

My daughter. She’s my biggest motivation and my biggest inspiration. I tell people my goal in life is to be somebody my daughter can brag about. I’m just trying to keep that on the forefront of my mind. 

Do you allow yourself to take time off?

Now that we have a full staff who I’m confident can man the ship while I’m away? Absolutely. I finally realized I can take a step back and focus on the business itself. Ultimately what I want to do is grow and scale the business. So, I’m glad I can focus on that.