The Man Behind the Racks

Let's be honest, most 15-year-olds are more concerned with their social media feeds than building a fashion empire. And yet, at 15, Danny Colön was busy building Electrix Vintage, his own vintage clothing business. But before he was curating the perfect wardrobe for others, he was a kid fascinated by creativity in all its forms.

As a child, Danny was always drawn to the idea of creating businesses, sketching out restaurant and food truck concepts just for fun. At 13, he had a similar idea for a clothing brand, but it wasn’t until he turned 15 that he finally decided to take action. Realizing he had both the time and the opportunity, he started listing pieces from his own closet—some reworked, others left as they were. To his surprise, every item sold quickly, many within just a day or two. This initial success was the spark that ignited his journey, proving to him that there was a real demand for what he was offering.

Sitting down with Danny for this episode of Couture Crush felt more like hanging out with a friend than interviewing a seasoned entrepreneur. Danny, with a contagious energy and a witty sense of humor that belied his serious ambition, recounted the thrill of his first sales and the initial fear of putting himself out there. But chaos can be beautiful, and Danny's raw enthusiasm quickly translated into a loyal following. He quickly became successful, curating a collection of unique pieces, each with its own story to tell.

Marketing was another puzzle piece he figured out on his own. Initially, promotion was solely through social media, but as the brand grew, he expanded into physical pop-ups. He started with flea markets and small-scale events before progressing to store takeovers and retail collaborations, which helped solidify his brand’s presence. 

When he eventually opened a physical store, his approach shifted again. Instead of relying on traditional advertising, he leaned into storytelling

—"The promotion slowly developed into how we market now, which was about the process. So it was like me at 12 a.m. painting the desk for the store, watching it all be built out, and slowly bringing it to life. That was kind of my first inkling of how storytelling marketing was always something that people latched onto first."

One of the biggest moments in his journey was his first New York City pop-up. It was a dream come true—one he had envisioned from the start. 

”It was like the real, physical representation of what I’ve been working on so hard. And to see my vintage taking over a retail store in the West Village? That was so surreal for me."

At the heart of Electrix Vintage is a core philosophy: sustainability and longevity. Danny firmly believes that no one is the “end consumer” of a garment. 

"That mentality—the idea that a sweater you buy is only meant for you—is the most damaging thing in the fashion industry. The end consumer should be 30 people down the line in 100 years, hopefully. And even if it’s brittle, stuff it in a bean bag, repurpose it, turn it into a quilt—just keep reusing and reusing and seeing all the lives and ways that it can evolve."

Studying fashion design at FIT has played a major role in shaping Danny’s perspective. He values the resources available to him, particularly the mentorship from professors who are seasoned industry professionals. These insights have been instrumental in refining his vision for the future. 

That future includes Cook & White, his next venture. Named after the Brooklyn streets where his studio is located, Cook & White is a vintage-inspired line focused on ethical production. Unlike mass-produced fashion, everything is made in New York’s Garment District, allowing Danny to personally know the sewers and pattern makers. The brand exclusively uses deadstock fabrics, giving unused vintage materials a new life—mirroring the ethos of Electrix Vintage but in a fresh, contemporary way.

Unlike Electrix, which began with nothing but a Depop account and a dream, Cook & White is a much higher-stakes endeavor. Investing a significant portion of his budget into the brand, Danny acknowledges the pressure that comes with the expansion. He never considered himself a designer in the traditional sense—more of a curator and process-driven creator—and with Cook & White, he is embracing his dreams.

The first product from Cook & White stemmed from a personal frustration—Danny’s inability to find the perfect pair of sweatpants. Every option on the market was either too tapered, too thin, or simply unflattering. 

“I could never find sweatpants that were wide-leg enough, actually comfortable, fit well, and were flattering."

So, he set out to create his own: wide-leg, ultra-comfortable, and built to last. The result? Sweatpants made from 428 GSM deadstock vintage fabric, heavier than Yeezy sweatpants and nearly impossible to rip. Every aspect, from the reinforced stitching to the elastic waistband, was crafted with durability in mind.

Looking back, if there’s one piece of advice Danny would give to his younger self, it’s that nothing in business is ever final. There will be ups and downs, but growth comes from perseverance and self-belief.  

Talking to Danny was nothing short of refreshing. In an industry often dominated by big names and corporate backing, seeing someone so passionate, innovative, and authentic was inspiring. His dedication to sustainability, storytelling, and genuine craftsmanship makes him a force to watch. If you haven’t yet checked out Electrix Vintage or Cook & White, now is the time. We wish Danny all the best for this exciting new launch and can’t wait to see what he does next. Keep an eye out—this is only the beginning.