Born in the ’90s and a San Jose native, Theo Mendoza was naturally drawn to skateboarding, hip-hop, and graffiti. Early on, he realized his future was in art. With support from his family and teachers, he pursued graphic design and streetwear, spending five years at the Art Institute in San Francisco to earn his degree and develop a unique style.
Theo received valuable advice from his instructors that deepened his understanding of design. He discovered a love for layout, structure, grid systems, and typography—love that was influenced by his background in graffiti. Theo’s intricate thinking about design and his desire to express himself creatively were challenges he overcame through dedication and practice.
After graduating, Theo joined an internship program that placed him on a project showcasing his skills for Nike. This opportunity led him to an agency in New York, where he was captivated by the lifestyle but soon felt overwhelmed by the competition. He realized that proving himself in such an environment wasn’t natural for him, remarking: “If you know me and you know who I am, it is easier to make a decision to say ‘yes, I want to work with this guy.’ But for me to try to go out of my way to prove to someone that I am the guy, it was not something I saw myself doing naturally.”
Seeking a different path, Theo found an opportunity with the PAC12, a collegiate athletic conference representing the top institutions in the USA. Though unfamiliar with the sports world, he embraced the challenge and spent four years developing his professionalism as their sole graphic designer. Managing live events and championships taught him discipline and resilience despite the demanding nature of the job.
Theo later joined a marketing agency that provided financial stability—until the pandemic led to his layoff. This setback prompted him to start his own venture. Inspired by the need to keep his two daughters engaged during the pandemic, Theo and his wife launched “Colorful Feelings,” a sensory play company where the project rekindled Theo’s passion for branding.
Wanting to form an agency, Theo collaborated with Alex Knowbody, a local San Jose photographer. Despite their initial enthusiasm, they soon realized that the projects they attracted were not fulfilling, leading them to part ways. Through challenges and changes like these, Theo remains optimistic, sharing: “Design has brought me in, kicked me out, made me think and figure things out myself, and for all those reasons, I am forever grateful for the journey it keeps taking me on.”
Theo next found a position with the San Jose Earthquakes. Working with the San Jose soccer team for three seasons, Theo has overcome new challenges such as mastering Photoshop and other tools. This experience has boosted his confidence, allowing him to own his ideas, meet his design expectations, and nurture his passion for streetwear.
Theo draws inspiration from Swiss design elements like minimalism, simplicity, and cleanliness. His passion for skateboarding culture and streetwear, along with an awareness of influential brands during his school years, shaped his design philosophy. Theo likens his love for design to solving puzzles. Authenticity and real references are central to his personal design projects, reflecting his commitment to genuine expression.
His interests in West Coast graffiti, lowrider culture, New York hip-hop, and skating made him feel disconnected from his Mexican heritage and often led Theo to feel he didn’t fit traditional cultural expectations. However, he eventually embraced his unique identity, showcasing what it means to be a Mexican American through his work. “I’m learning that everyone is a different shade of brown, and many minority cultures share similar upbringings and ways of navigating issues. I wanted to embody that in a brand and see how we can come together and be able to recognize each other for the work we are putting in.”
Self-taught and inspired by his grandmother, who worked at the Levi’s factory, and his father, who owned a sewing machine, Theo discovered his talent for creating streetwear. Passionate about design, he founded streetwear brand StayBrown! which has evolved into a community-based brand focused on encouraging self-acceptance and perseverance. Theo’s creative process for StayBrown! began with upcycling and thrifting. Using heat press and screenprinting techniques, he boldly displays his messages on clothing, creating a collection that showcases his vision and dedication.
Theo believes his and his brand’s progress stems from supporting other artists in showcasing resilience, hoping to inspire and motivate everyone to exceed their perceived limits. His advice to graphic artists and streetwear designers is to find their voice and be confident in who they are, recognizing overlaps and embracing the differences in lifestyles and skills.
Theo’s main goal in his art journey is to root himself in happiness. He is learning to practice community over competition every day, and his StayBrown!’s brand message is to save yourself by finding peace and happiness even if it feels like your world is on fire. “You got this; we are in this together,” reflects his belief. This daily learning process deepens Theo’s appreciation for art and inspires him to keep creating.
staybrownworldwide.com
Instagram: _theodore1991