Behind the Lens with Guillermo Zapata
“City Of represents two forces: the love of fashion and the love of the city we live in.” - Guillermo Zapata
The Story
When we set out to film the brand story for City Of, I knew we weren’t just capturing a clothing line. I’ve known Guillermo for a while, and if you know him, you know that everything he touches—from the legendary SUR in West Hollywood to this new venture—is fueled by a very specific kind of heart.
But sitting across from him for this interview, I realized that City Of isn't just about hats and hoodies. It’s about the "Two Forces": the love of style and the visceral love for the places we call home.
Axel Axe and Guillermo Zapata in Los Angeles
Beyond the "City of Fury""
One of the most striking moments of our conversation was when Guillermo broke down the identity of Buenos Aires—the "City of Fury." He spoke about the 11:00 PM dinners and the 3:00 AM club arrivals not as "partying," but as a cultural invitation.
It made me think about my own roots in Havana—what I call the City of Hope. As creators at Red Axe Media, we’re always looking for that "why." Why do people move? Why do they stay? Guillermo’s vision for the brand is to answer those questions through fashion. He’s not just designing gear; he’s designing a conversation starter.
As a fellow entrepreneur, the most powerful piece of advice Guillermo shared was what he calls "dying at the boarding gate." We talked about the "promised land" and the urge to escape where you’re from. Guillermo’s take was profound: Don't leave out of anger. If you leave your home with bitterness, you carry that weight into your new life. But if you "die" to that anger at the gate, you’re free to integrate your history into your future.
Seeing him apply that same grit—the same "start from zero" mentality he used in the restaurant world—to the fashion industry was a masterclass in brand building.
Family as the Ultimate Focus Group
It was also refreshing to hear how central his family is to the process. Before a design hits the street, it goes through his wife, Natalie, and his daughters. To stay "trendy" and "cool" in 2026, you have to be open-minded. You have to listen.
By the end of the shoot, the energy in the room was electric. We aren't just looking at a local LA brand; we’re looking at a global movement. From the "City of Stars" to the bucket-list streets of Japan and Greece, City Of is set to become a bridge for young designers and culture-seekers worldwide.
Working on this piece reminded me why we do what we do at Red Axe Media. We’re here to tell stories that have soul. And trust me, the City Of story is just getting started.
