Today we’d like to introduce you to Luis Cedeno
Hi Luis, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My Story
I began my journey in the streetwear industry back in 2008 in Puerto Rico with a small boutique called Xtilo. Gaining respect and recognition for my vision wasn’t easy, especially when I was competing with already well-established stores. However, I stayed committed to innovation—constantly curating different brands and unique streetwear pieces. That drive eventually caught the attention of artists in the reggaetón scene, and before long, Xtilo became viral, attracting customers from all over the island.
But just when I had reached a peak in my career, my past caught up with me. I was incarcerated for six years, and everything I had worked so hard to build seemed to fade away. Despite the setback, I never let go of my dream. When I was released in 2020, my mother was the one who believed in me and supported me to get back on my feet.
With the help of a friend who owned a tattoo shop, I was given a small space to start selling streetwear again. That’s when Minds was born—at first, a boutique curating different brands, like I used to do. But as time passed, my ambition grew stronger, and I became more confident in my own vision.
In 2023, I decided to create my own brand: Minds Street Fashion, with the slogan “Embrace the Vision.” The name Minds represents who we are as human beings—everything starts with an idea, a mindset, and a vision. Streetwear is a reflection of how we see ourselves and how we want the world to see us. Everyone has their own unique style, and we respect that individuality. That’s what “Embrace the Vision” means—honoring the creativity, dreams, and vision of others.
Today, Minds has become a key player in the streetwear scene in Central Florida having stores in the most important mall of Orlando Florida (Florida mall) and in Kissimmee mall (plaza del sol) and this is just the beginning. We’re here to inspire through fashion, with positivity, authenticity, and purpose.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. One of the biggest challenges I faced was being incarcerated for six years at a time when my first store, Xtilo, was at its peak. I had worked hard to build a name for myself in Puerto Rico’s streetwear scene, and just when everything was going well, I lost it all because of my past.
Coming back in 2020 was another huge challenge—starting over from zero after being gone for so long, with no store, no brand, and needing to rebuild my reputation. But I didn’t let that stop me. With the support of my mom and a good friend who gave me a space in his tattoo shop, I began to rebuild—first selling other brands, and eventually creating my own.
There were times of financial struggle, doubt, and the challenge of convincing people to believe in my new vision. But every setback taught me something valuable. My journey has been anything but easy, but it shaped the person and the brand I am today.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
As a streetwear creative and entrepreneur, I specialize in building culture through fashion. I’m the founder of Minds, a brand rooted in vision, individuality, and positive messaging. What sets me apart is my authenticity—I don’t just create clothes, I tell stories through each piece. Everything I do is inspired by resilience, street culture, and the belief that our minds are the source of all vision.
I’m most proud of building Minds from the ground up after restarting my life in 2020. What started as a boutique selling various brands has grown into a recognizable streetwear label with two store locations in Central Florida. We’ve built a loyal community by staying true to our mission: to inspire people to embrace their vision and express who they truly are through fashion.
What really makes Minds different is our purpose—we’re not just here to sell, we’re here to motivate and represent a mindset. That’s why our slogan is “Embrace the Vision.”
What do you like best about our city? What do you like least?
What I love most about Central Florida is the diversity and energy of the people. It’s a melting pot of cultures, and that creates a vibrant environment for creativity and streetwear. There’s a strong sense of community here, and I’ve felt a lot of support as I’ve grown my brand. The youth culture is alive, and people are open to fresh ideas and new styles, which is perfect for a brand like Minds.
What I like least is the lack of local platforms or events that spotlight upcoming streetwear talent. There’s so much hidden talent in the area, and I wish there were more opportunities to connect, collaborate, and grow the local fashion scene. But that also pushes me to create those opportunities through Minds.
Pricing:
- Premium tshirt 78
- Sweateflare 100
- Hats 45
- Flare Jeans 100
- Socks 10
Contact Info:
- Website: https://mindsstore.com
- Instagram: Mindsstreet
- Facebook: Minds street
- Youtube: Mindsstreet
- Other: Tik tok Mindsstreet
Image Credits
Credits by Minds and me Luis Cedeno founder
