Welcome to Latino Owned, a newsletter for Latino and first-generation entrepreneurs and creators. The goal of this newsletter is to build a community, share inspiring founder stories and expert tips in ecommerce, and connect with Latino and Latina entrepreneurs building the next big brand.

Connect with us on Instagram and LinkedIn.

These past few weeks have felt heavy with everything happening around ICE, and the murder of Alex Pretti. Our very existence is a form of resistance! I encourage everyone to keep moving toward justice and to stand up for our neighbors, community, and our families.

BREATHE BY SAL

This week’s edition couldn’t feel more aligned with where we are in the U.S. Breathe by Sal is an apparel brand based in Los Angeles, focused on mental health, creativity, and first-gen Latino identity.

For founder Salvador De Leon, creativity didn’t start as a business plan, it started as survival.

Five years ago, he was waking up every day overwhelmed, crying, and asking himself why life felt so heavy. Therapy wasn’t something he grew up hearing about. In the Latino community, especially for men, it’s often dismissed, minimized, or avoided entirely.

But therapy changed everything.

“That was the moment I realized I needed to really check myself,” Sal says. “I needed to fix myself and find my purpose.”

That decision would eventually lead to Breathe by Sal, a fashion brand rooted in mental health, cultural identity, and the power of simply slowing down.

From Therapy to Creation

Sal didn’t initially set out to start an apparel brand. In fact, the idea came directly from his therapist.

“My therapist told me, ‘You should create something,’” Sal recalls. “Not a lot of Hispanics go to therapy. There’s a machismo mentality, ‘ponte las pilas,’ ‘stress isn’t real.’ But I knew that wasn’t true.”

At first, Sal considered writing a book. But creativity had always been his outlet. Fashion, music, movement, and expression were second nature to him.

“I’ve always loved creating,” he says. “I’ve always been the entertainer in my family, dancing, singing, bringing energy.”

The name Breathe came unexpectedly mid-shower, mid-thought. “I literally asked myself, ‘What am I going to name my brand?’ And it just came to me,” Sal says. “Because I had to learn how to breathe again.”

Clothing With a Pulse

Every Breathe by Sal piece begins the same way: with feeling.

“All the messages you see on the shirts come through me,” Sal explains. “It’s based on how I’m feeling at the moment.”

One of the brand’s most impactful collections centered around a simple question: Did you breathe today?

That phrase started as a sticky note on Sal’s bathroom mirror, a reminder to pause, breathe, and ground himself before facing the day. “That collection ended up being the most successful one we’ve ever had,” he says. “We did five restocks, and people still ask for it.”

Another standout piece, “They need us / Nos necesitan,” was dedicated to immigrant families. As the only member of his family born in the U.S., the message was deeply personal. “

“It comes with a lot of pressure,” Sal admits. “You’re always checking your phone. Always aware. It’s scary sometimes. That shirt was for my family. Being first-generation comes with pressure, but I love the pressure!”

Breaking the Stigma for Latino Men

For Sal, mental health isn’t just part of the brand, it is the brand.

“I was scared to tell people I was going to therapy,” he says. “As men, especially Latino men, we’re told we have to be strong. That talking about feelings makes you weak.”

“You’re not weak for expressing yourself,” Sal says. “If your friends make you feel that way, they’re not really your friends.”

Instead, Sal credits his lifelong circle, friends he now calls brothers, for growing alongside him. “They understood that I wanted to better myself,” he says. “They’ve been here the whole ride.”

Community Over Everything

Much of Breathe by Sal’s growth has happened face-to-face and recently through pop-ups, conversations, and real human connections.

“We do pop-ups almost every weekend,” Sal says. “I get inspired by what I hear, by what people share with me.”

That inspiration led to a new interview series called Exhale with Sal, where he asks people, one simple question about their mental health.

“I want people to see someone who looks like them,” he says. “Latino. Hispanic. And talking openly.”

His first interview? Becky G! ⤵️ 

Built With Family Energy

Behind the scenes, Sal is surrounded by people who’ve known him almost his entire life, including his creative designer, Chris Wade.

“I’ve known him since preschool,” Sal laughs. “I don't even know where the brand would be if he wasn't part of my team.”

Now, Chris is a core part of the brand’s creative engine. “When we’re all in a room together, it’s nonstop ideas,” Sal says. “I’m open to everything. Sometimes the ideas that feel risky turn out to be the best ones.”

Advice to the Next Generation of Founders

Sal is often asked what advice he’d give to someone afraid to start. His answer is simple and consistent.

“Just do it,” he says. “If it doesn’t work, it’s okay. At least you tried.”

He emphasizes patience, belief, and timing over virality. “You’re not going to be successful overnight,” Sal says. “I love natural growth. I love believing in the idea and watching it grow.”

In five years, Sal envisions Breathe by Sal far beyond pop-ups. “Retail stores. Pop-up tours across the U.S.,” he says. “Chicago. New York. Eventually, all over the world.”

Being first-generation has shaped that drive. “It’s pressure, but I love the pressure,” he says. “It made me strong. And if this helps even one person breathe a little easier? That’s the whole point,” Sal says.

You can shop Breathe By Sal online, or catch him at a pop-up around Los Angeles. If you’re in the LA area, Sal’s family owns Howard’s Burgers, home of the famous bacon and avocado burger!

Quick Hits to Make Your Business Better: 💪

• February 2026 Small Business Grants

• How to Refresh Your Social Media Strategy for 2026

• North Face Content Breakdown

• Calling Food Business Owners: Join the Latino Business Directory for SuperBowl weekend

Missed other editions? Check out past features: ⤵️ 

• Two First-Generation Entrepreneurs On a Mission to Change Breakfast

• A Mexican Designer's Brand Preserving Mexico’s Handwoven Traditions

• The Bolivian CPG Brand Taking Over U.S. Grocery Shelves

• The Side Project that Made it to the PGA Show: Buena Gente Golf

Want to be featured? Reply to this email with more info on your brand, and let’s set up a time for an interview.