Meet Steven Rico III | CEO and Clothing Designer

We had the good fortune of connecting with Steven Rico III and we’ve shared our conversation below.

Hi Steven, how do you think about risk?

This question reminds me of quote I read by Nora Roberts: “If you don’t go after what you want, you’ll never have it. If you don’t ask, the answer is always no. If you don’t step forward, you’re always in the same place.”

I grew up poor and in a very conservative family. I was raised by immigrant grandparents who believed in hard work; growing within the company you work for and staying there (retire from); provide for your family and take care of the material things you have. My grandfathers (maternal and paternal) both worked and retired from large organizations – a major television network and a large municipality. My maternal grandparents rented the same house for over 20 years and bought only one new car – the rest were used. They fixed everything themselves and saved EVERYTHING. They were a generation that came from nothing, worked to provide everything for their family and never took a risk. As a result, my father lacked any ambition and my mother, although was entrepreneurial, suffered from dyslexia and never had the support of her family to encourage her to chase her passion. That left me with zero examples of risk takers or any motivation to learn the rewards from taking risks.

Following in my grandparents’ footsteps, I too, tried the traditional career route. I worked for larger corporations trying to climb my way only to fall victim to various economic-based layoffs and bureaucracy. I eventually went into business for myself as a consultant helping various clients with their start-up passions. Spending time with executives, along with my friends, have always expressed their desire to see me follow my passion and go into clothing design. But, the risk of the unknown…the financial instability…the fear of success/failure (pride) all was too great. There was no safety net for me. There was security in working for someone despite seeing others grow and build. We talk about self-care but ignore applying that principle in business. Consultants often spend so much time “putting on the oxygen masks on others and their companies,” that they forget to put it on themselves.

About a 18 months ago, I launched Social Dizfunksion Clothing Co. I did so by applying some simple risk calculation principles. These may not apply to everyone or every business. Everyone has their own factors to consider and this isn’t a one-size fits all formula.

• • Follow your passion!!! If you’re not thinking about it day/night; if it’s not a part of your “DNA,” then keep it as a hobby.
  • It’s about perspective. Risk is NOT gambling. You will either see the glass half full or half empty. What will you focus on? The risk of following your passion may lead to success. But, the risk of not WILL lead to regret.

• I look at risk like lending to family/friends – If I don’t have it to lose, don’t give it away.
• You cannot expect “full-time” income from your business, if you treat it like a part-time job, gig, or side hustle.

• Have a clear Mission Statement, Vision Statement, and list of Values. They will continue to guide you in every decision. If what you are considering is out of line with those, then the risk is too high.
• Establish a trusted Board of Directors or Advisory Board. This isn’t made of only family and friends. Most of them will only kill your passion. This can be made up of other entrepreneurs or community leaders. Look for people who are experienced with finance, marketing, insurance, banking, etc. They understand risk and can see a bigger picture. Often we become tunnel-visioned with our idea or plan of execution. Having a Board to advise you will help mitigate risks.

Although my business is still in its infancy, it is psychologically rewarding. I am able to experience the same successes that my clients have enjoyed regardless of how incremental they are. Either succeeding or simply learning a lesson, I will leave this earth without regrets or wondering “what if?” Today’s economy may not allow us to build generational wealth by climbing the corporate ladder. Companies no longer reward dedication and hard work with pensions and other retirement benefits because it’s too costly to their bottom line. We also need to evolve the measurement of Generational Wealth. Generational wealth shouldn’t be measured in just dollars but also in your impact to the community. As a business owner, you have the ability to generate a positive impact within your community. We can mentor and inspire a new generation of entrepreneurs to follow their passion. We can keep our money in the communities that we live in. We can contribute to local NPOs that serve our local communities better because they know the needs of our local communities. I see risk not only as a thin line to balance but as the means to the rewards. Being successful is a duty to my community.

I will end with one last anecdote. A man was passing the elephant corral at a circus. He suddenly stopped, confused by the fact these huge creatures were being held by only a small rope tied to their front leg. No chains, no cages. It was obvious that the elephants could, at any time, break away from their bonds but for some reason, they did not.

He saw a trainer nearby and asked why these animals just stood there and made no attempt to get away. “Well,” the trainer said, “when they are very young and much smaller we use the same size rope to tie them and, at that age, it’s enough to hold them. As they grow up, they are conditioned to believe they cannot break away. They believe the rope can still hold them, so they never try to break free.”

The man was amazed. These animals could at any time break free from their bonds but because they believed they couldn’t, they were stuck right where they were.

Like the elephants, how many of us go through life hanging onto a belief that we cannot do something, simply because we failed at it once before? How many of us are bound to the rope of social media, seeing others live your dreams or hearing that you’re not good enough?

Failure is part of learning – never stop growing; never let the fear of hearing “NO” stop you from asking – you’ll never get to a million dollars without making the first dollar; never listen to the “CAN’Ts” – you are enough.

What should our readers know about your business?

Social Dizfunksion Clothing Co. is currently an online clothing retailer that celebrates a quirky sense of humor. It also houses The Book of Rico:74 clothing line. Growing up in a conservative family, everything I wore was neutral. There was no expression of emotions or colors with my clothing. So, the Book of Rico:74, helps me break out of my creative comfort zone. Its bold, patterned, seasonal and trendy. Much of it is gender-neutral and has a large focus on inclusivity and celebrating diversity. I love art and many of the designs are inspired by it – photography, sculptures, paintings, etc. The goal is to develop a Book of Rico:31 line, in honor of my grandfather, which will focus on suits and formal wear.

The story behind the name Social Dizfunksion? My family made me focus on education and career. Socially, I am awkward. It takes me awhile to enter a conversation or grow on people. Today, we have come to focus so much on our individuality/identity, that it has driven us away from being a community. We look at other people situations as definitions or DYSFUNCTIONS, The “I” in Dizfunksion logo is highlighted to represent individual but its placed in the “O” in Social to represent Community. We all have a little “Dizfunksion” and that is our commonality – that is what unites us. Let’s celebrate it rather than divide and judge other against ourself.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

Chains are great and provide a sense of security for our taste buds and sometimes evoke happy memories. But local places and breweries/wineries are where you experience life. One thing I like to consider, “is it dog friendly?” When I can’t bring my Jasmine with me, I love to dog watch.

Places to check out:

• Uptown Farmers Market – Mama’s Cold Brew, Duke’s Barkery, Baker Thirteen, Bad Dog Salsa, and Wild Chickpea. Just to list a few vendors to stop at.
• Luci’s at the Orchard – Great atmosphere. Great food. And most important, great outdoor seating to eat and drink.
• Kitsune Brewing Company (highly underrated) – local brewery meets anime is how I would describe the vibe. Great rotation of microbrews on tap. Always inviting diverse food trucks with great menu items.
• Windows Coffee Bar – local coffee bar with amazing pastries.

• • Roadhouse Cinema – local movie theater with the best dining experience and has the BEST POPCORN!!!

• Restaurants with excellent Vegan options:
• Cornish Pasty Co.
• Dilla Libre
• Thai Bistro
• Greens Vegan Restaurant

Who else deserves some credit and recognition?
First and foremost, I have to thank my faith. It has never left me. My faith has always allowed me to take my journey without abandonment and have been a guiding principle. Secondly, my family. They have shown me what not taking risks looks like. You cannot experience light without experiencing shadow. My mom for giving me the entrepreneurial spirit to follow my dream. I know if she was still here she would be proud of my growth. Sam Grey who has been pushed me to take this path as a small business owner. The Hank and Sharyn Yuloff’s for their Small Business Marketing Boot Camp, mentorship and being part of my chosen family. The Equality Chamber of Commerce in Phoenix, AZ along with the NGLCC (National Gay/Lesbian Chamber of Commerce for the continued education, support and resources. 

Website: www.socialdiz.com

Instagram: Social_Diz

Facebook: SocialDiz