Giorgio Cuellar or maybe you’ve heard of him as JorgeTheBeyr, but probably not. He’s not a name many people know, and yet he has worked with some of the most influential names in menswear. We first met him helping out with the LMFAO/Shwayze after-party in Dallas in 2009. 5 years later we caught up with this behind-the-scenes innovator to ask him a few questions.
1 – Your client list is pretty diverse, what exactly is it you do?
It varies from client to client, basically I bring people together. I help some fashion writers in Italy and Spain translate their articles into English, I introduce buyers for American boutiques to designers around the world, and most frequently I help small businesses and business owners to find and develop their brand identity. Whether that means taking the reins of their marketing campaigns, acting as a personal stylist, or introducing them to the right people.
2 – And how did you get into that?
Well I’ve always been a people person and loved to help local businesses and brands grow. My first experience was helping Dallas based bands and brands with their web presence. I think I was 16 when I first worked for Dallas band Big Red Rooster and fell in love with the work. As an intern I didn’t get paid but I got access to exclusive events, met tons of celebrities, and loved the sensation of introducing people to a band they had not heard of before. Fashion is one of my passions though so it was natural that my attention turned towards emerging talent in that industry rather than in music and soon I was working with Dallas clothing lines and fashion events. Fast forward 4 years and I’m living in Italy, my mentor Antonio Rossi is a menswear style icon and helped me get into that industry doing the same type of thing.
3 – Antonio Rossi, despite not being a household name is considered one of the 25 most relevant style icons in elegant menswear, you’ve also worked with some rather urban clients; where do you find yourself on the style spectrum?
I think it’s imperative to mix things up, buy iconic pieces that will last a lifetime and are easily dressed up or down. Princes can wear jeans and skateboarders can wear designer pieces, the lines are all blurred now and that’s how I like it.
4 – What are your 5 staple pieces that you take everywhere?
1. Boots, the right boots can look good with a bespoke suit or with jeans and a t-shit (you can get some awesome custom ones from Fracap).
2. A Timeless Jacket. I love my vintage leather jacket and really want the Supreme x Levi’s trucker jacket as well for that same iconic value.
3. A crewneck sweater from MielYNoir.
4. Black jeans.
5. My Roi’al Bijoux ring, I love the style but more importantly it was a gift and carries extreme sentimental value. Plus it reminds me of my priorities.
+And I have to add a 6th – a good book, hard copy not an e-book.
5 – Yeah we noticed there’s usually a few books in your bag. Do you have a favorite writer?
Oscar Wilde, hands down. As far as writers about style either Giancarlo Maresca or Angelo Flaccavento, both of them are icons in Italy but haven’t let that change them, they are completely genuine. I think many writers use a different voice when published than in person. I’ve been in Maresca’s home and the same voice that comes across in his articles is the voice he uses at dinner, on the street, and with his family. Angelo is often photographed but prefers to be out of the spotlight. Their style and knowledge are extensive and authentic.
6 – With so many contacts in Italy why did you move back to Dallas?
Texas is home base since I can work from pretty much anywhere and love to travel anyways. I mean it’s 2014 and technology is incredible. I am accessible 24/7 to my clients and associates no matter where in the world they are, so work isn’t affected. More than that though I’ve always believed in Dallas, there’s a reason so many amazing artists, musicians, restaurants, and brands are coming out of Texas these days. The sense of community is inspiring and I want to see the city continue to expand.
7 – You say you can work from anywhere, and you say anyone can get into this line of work. What advice would you give to others who want to work in the menswear industry?
There’s a difference between saying that ANYONE can work in fashion, and that EVERYONE can work in fashion. I work with the youth group at my church and constantly tell them the same thing, don’t go after a job for the money or the prestige. Be yourself and do what you love. I’m not a household name, and even the attention I have been getting I feel is undeserved. The happiest and most successful names in the industry aren’t those just trying to be famous, but the ones determined to do what they love. There’s no set path to get somewhere, so find the way that works for you. I’m too ugly to model, and haven’t had a formal education, on paper I’m probably not who designers and writers want to work with, but when we meet the thing we have in common is that we’re willing to risk everything to surround ourselves with this life. If you love it enough, you’ll make it.