Jason Lucero

Having a ‘gut’ feeling about something in life is a feeling that we are all familiar with. This instinctual notification system reminds us from time to time that if something feels right, it probably is – if something feels wrong, it probably is. At its core, a gut feeling is something that we must seek to understand and at times, follow – even when it may seem unlikely or detrimental to our current state of being. We must trust what our mind and body say – and our next guest does just that. Please welcome, Jason. Jason and I snagged time this past week and dug in on who he is, and what his gut has been telling him to do as of recently. “I’m originally from El Paso Texas but ended up going to school at Texas State and ultimately moved to San Marcos for that – then came up to Austin around 2017.” Jason explains. “Growing up, my childhood was a bit rough – and I think that’s what led into the inspiration for what I’m doing now. I did the corporate things for a bit, but always knew I wanted to work for myself in fashion and clothing.” In speaking with Jason his tone and demeanor are calm, confident, and collected. His essence provides insight into who he is, but more so – how he has curated a clothing brand that represents more than just things we wear – it’s a portal into the realm of connected communities. “I knew what I wanted to do, and I just went for it – I started my clothing brand Uphill Battle in 2019 and never really looked back.” Jason said with a sleek smile. “It came out of just being a guy was into fashion and me just wanting to do my own thing – I knew I didn’t want an empty clothing brand – I knew I could blend together community and clothes in a unique way.” Uphill Battle focuses on creating clothing with purpose – intentional clothing if you will – with each piece aiming to inspire and connect. “The brand purpose is about going through shit – regardless of who we are or what we have been through, you’re going through something and you’re going to be better for it. Uphill aims to remind you that, you’re going to be alright. It’s cool knowing that people are going through shit and you don’t have to be alone in doing so. That’s allowed this brand to transform from clothes into a community.” I recently ordered a Uphill Battle t-shirt that simply says ‘Grit’ on the front – simple and to the point, and that’s just the way Jason likes it. “That grit t-shirt perfectly describes who we are – sometimes we think the odds are stacked against us, but you just gotta keep going – it gets better. Anything that seems really bad in the moment will always turn out positive on the other side.” We close, in typical fashion – advice. “The main thing that really helped me transform as a person was the little voice inside my head when I was working corporate. It always listened to outsider’s opinions and fed me doubt. It wasn’t until I finally trusted my gut, trusted myself, trusted my vision – that’s when the mold broke. If you truly believe in something, don’t listen to outside noise. Look to find genuine energy to surround yourself with.” Jason pauses, thinks for a moment, and continues with a smile. “When I started this brand, I had no idea what I was doing – I hired an older lady to help me emborder my first hats in her living room! I literally had no clue, but I knew I had to trust myself – and that’s the secret.” It’s true – like Jason, many of us are familiar this feeling in our gut – that’s pulling us toward something greater than ourselves. My question for you is this – do you have the ‘grit’ and determination to walk this battle that will likely be uphill? Jason believes that you do – and his clothing brand is a constant reminder every time you look in the mirror to just, keep, going.