Family Legacy {Estrada’s}

Words by Sam Lauron Photos by Eric Morales

When Fidel Estrada Jr. retired two and a half years ago, he left his longtime business, Estrada’s Cleaners, in the hands of his son, Danny Estrada. “Now I’m the boss,” says Danny. “Unless he’s here.” Adding with a grin, “when he’s in here, he’s the boss for a little while.” 

The transition into the role of owner was natural for Danny since he’s been working in the family business his entire life. “I’ve learned everything over the years,” he says. “This is my dad’s life, but it’s also my life. I want to keep the legacy going.” 

As one of the longest-running businesses on East 7th Street, Estrada’s has played a central role in East Austin’s history. The patriarch of the entire operation, Fidel Estrada Jr., worked for various dry cleaners before opening his own in 1960. He began their operation in the backroom of a garage and gas station on Webberville Road before eventually opening up shop at their current location in 1962. 

Estrada’s celebrated their 60th anniversary in September, an impressive milestone for a small, family-run business. After years of immense growth and changes in the surrounding community, it’s safe to say that consistency has been the key to Estrada’s longtime success. Not much has changed at the shop over the years. The Estrada name is still displayed in large script above the arched entryway. Diana’s Flower Shop—Diana is Danny’s sister—still sits next door. For the most part, things have remained the same, except for the fact that the price of cleaning a shirt used to be 19 cents and the price of a suit was a whopping 38 cents. Danny firmly believes if there’s one practice that will always help their business prevail, it’s consistency and convenience. “That’s the thing about funeral homes and dry cleaners,” he adds, “everybody needs them at some point.”

Growing up at Estrada’s, Danny was witness to the influential business leader his father was. Like other well-known businessmen in the community, such as Rudy Cisneros of Cisco’s and Roy Velasquez of Roy’s Taxis, Fidel was very involved in East Austin’s community and the politics that surrounded it. These leaders were the voices for the rest of the community at the time. Fidel was also a master negotiator: “As you can see, there are no Jack Brown Cleaners in East Austin,” Danny points out. “My dad and Jack had an arrangement that he don’t mess with our side of town, and we don’t mess with his side of town.” 

It’s clear that Danny didn’t mind taking over the family business as it was something he prepared for his whole life. However, he doesn’t want to put that pressure on his own kids. While Danny has seven children of his own who could potentially carry on the family profession, he made sure they all went to school and pursued their own careers so they don’t have to run Estrada’s if they don’t want to. “They can always come back,” he smiles. “But I’m never gonna die, so I’ll be here for another 50 years.”

Contact:
2618 E 7th St.
(512) 476-8656
@EstradasCleaners