In 2019, House of Chingasos started as a small venture. Today, this print-on-demand e-commerce brand, founded by Carlos Ugalde, has grown into a multi-million-dollar business, recently surpassing $3 million in revenue. The brand’s rise exemplifies how a strategic blend of digital marketing, customer engagement and cultural relevance can transform a side hustle into a thriving enterprise.

“It’s always an easier path to succeed in what you do when you have a purpose,” Ugalde says. “Starting a new venture is always scary, but being Latino and having the desire to connect other Latinos to their culture and humor was a mission that helped me through the lean times, knowing that I was creating something that would bring a lot of happiness to those who felt connected to our apparel.”

Ugalde, drawing from his experience in graphic design and marketing, saw an opportunity to merge Latino culture with humor and creativity to create apparel that resonated with a broad audience. “The idea was to create something more authentic than the usual online designs. I wanted our customers to connect emotionally with the brand, and that’s where the humor and cultural relevance came in,” Ugalde says.

Overcoming Pandemic Challenges

During the COVID-19 pandemic in April 2020, Ugalde’s business hit an all-time high, generating over $200,000 in sales in one month. His unique approach — infusing humor into difficult times with designs like a parody concert t-shirt featuring “Miley Virus” and “The Coughspring” — resonated with his audience.

But Ugalde’s growth didn’t come without challenges. When Printful (PPAI 775387), the print-on-demand platform that he used, faced production delays due to the pandemic, Ugalde turned to a friend’s small printing shop to fulfill orders. While this helped speed delivery, it came at a higher cost and lower margins. “Even though we lost money, we had to keep delivering for our customers,” he says. “I learned a lot during that time.”

By staying connected with Printful and focusing on a strong customer service experience, Ugalde returned to his original production partner, and the business flourished.

Central to House of Chingasos’ growth has been its data-driven marketing approach. Ugalde started using Facebook advertising early on, scaling his revenue from $35,000 to $54,000 in just his second month. “If a design could stop someone’s social media scroll, they were likely to buy — and even more likely to share it,” Ugalde says.

  • Today, the brand boasts more than 150,000 followers on Instagram and 213,000 on Facebook, which it uses to test new designs and gather customer feedback.
  • In addition to social media, House of Chingasos has built an email marketing strategy with over 20,000 subscribers, helping drive sales during key seasonal periods.


Even as House of Chingasos continues to scale, Ugalde insists on keeping customer service at the heart of his brand to build long-term customer loyalty. “In e-commerce sales, it’s easy to get lost in the metrics, but behind every order is a person,” he says. “Making sure they feel valued guarantees repeat business.”

Advice For Hispanic Entrepreneurs

Ugalde’s entrepreneurial journey started in graphic design and marketing, but his passion for his culture and community helped him find his niche in e-commerce. “You don’t need to reinvent the wheel,” he says. “The key is to find a niche, build a brand around what you love, and be ready to hustle. With the right strategy and passion, growth will follow.”

Ugalde believes that “when you create anything from a place of love and passion for your prudent and your audience you set yourself to win, he says. “The Latino culture is so vibrant in its art, culture and food, it’s just so perfect for an apparel brand to connect with through design. I’m really blessed to belong to such an amazing culture.”

His journey from side hustle to multimillion-dollar brand offers valuable insights for aspiring entrepreneurs. “If I could give any advice to other Latinos and Latinas, it would be to find your purpose and your own individual way to connect to your own audience and focus on the finish line, not the obstacles,” Ugalde adds.

From his first failed attempt with a cat-themed store to his now-thriving Latino t-shirt brand, Ugalde’s story is one of perseverance, creativity and dedication. As he continues to scale House of Chingasos, heremains a testament to the power of combining Hispanic culture and passion with a strong work ethic.