Crafting Confidence One Suit at a Time

Words Codi Chen | Photos Baptiste Despois

In the center of Austin’s eclectic fashion scene resides Soto & Co., a custom suit and accessories shop founded by a visionary entrepreneur passionate about individuality and craftsmanship. With a shop in East Austin, Soto & Co. isn’t just a place to find custom suits; it’s a cultural intersection where personal style meets community pride.

After graduating from the University of Texas, Rick Soto ventured to New York City, where the fast-paced world of advertising exposed him to the artistry and precision of bespoke tailoring. Inspired by the immaculate suits adorning the city’s professionals, he combined his artistic inclinations with a desire to dress well, birthing his first necktie collection.

After returning to Texas, Rick embarked on a mission to bring his vision to life as his ambitions burned brightly. Weekends were dedicated to showcasing handmade flower lapels, pocket squares, and neckties at local fashion events. Networking led him to collaborate with a suit company, honing his skills before eventually launching Soto & Co. Rick says, “The company I was working for offered me a severance package, so I decided to take that money and purchase a truck, which I have been operating out of since 2016. I’ve been riding the wave ever since!”

The essence of Soto & Co. lies in the transformative difference between off-the-rack garments and custom tailoring. Rick is committed to building suits around the individual, offering tailored solutions that reflect personal style. From monogrammed linings to custom lapel widths, every detail is an expression of the wearer.

Have a Fave sports team? 
Soto & Co. has built an impressive network specializing in customizable suits for college and professional athletes. A sports agent started referring UT Austin football and basketball players to Soto & Co. after they opened their doors, and Rick’s stellar reputation preceded him. This connection ushered in a new wave of clients from the sports industry, and his suits have been featured across ESPN and Sports Illustrated, where customized team logos can be found along the inner jacket lining. 

One of Rick’s favorite accessories is a chic pocket square. “Pocket squares add a whole new element to the suit by mixing and matching designs. There are no rules!” he exclaims. The materials for suits and price ranges at Soto & Co. are as diverse as its clientele, ensuring that custom-made suits are affordable on many budgets. Quality is paramount, ensuring durability and investment value. Fabrics are carefully selected, a testament to the ethos that a well-crafted suit is more than attire; in fact, it’s a legacy.

For Rick, being a minority business owner in East Austin is a point of pride. “Having my business on the Eastside adds to the city’s evolution while preserving the culture. The Eastside is one of the last places in Austin that still has that ‘Keep Austin Weird’ vibe,” he explains. Indeed, East Austin is a place where one can dress up or down, unwind, and connect—an ideal backdrop for Soto & Co.’s ethos of style and inclusivity.

With expansion plans for new mobile suit trucks and business ventures, Soto & Co.’s growth underscores the company’s commitment to fostering community and celebrating diversity. Soto & Co. isn’t just a business; it’s a testament to Austin’s evolving tapestry.

The company stands as a beacon of custom excellence in a world of fast fashion and mass production. Here, style isn’t just about clothes; it’s about crafting narratives and embracing heritage, one stitch at a time.

Behind the Seams
In the world of fashion, off-the-rack items are mass-produced and fail to accommodate diverse body shapes. However, at Soto & Co., the focus shifts to the shoulders—the essential foundation of a suit—where they excel in tailoring personalized solutions. From custom linings to bespoke lapel widths, every detail serves as a personal expression of the wearer’s identity.