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Desk Details: Alfredo Hurtado, Founder and Creative Director at HOLY JOE Streetwear image

Desk Details: Alfredo Hurtado, Founder and Creative Director at HOLY JOE Streetwear

The global licensing community is guided by an incredible group of senior executives whose diverse backgrounds and creative energy drive innovation and excellence. Each month, we’re profiling one of these professionals in this ongoing series.

How do you start your day?
Coke Zero for my caffeine fix since I don’t drink coffee. I get a few rounds of Candy Crush out of my system, have a nice breakfast, and then start following up on emails.

What’s one item you always need on your desk?
Iced tea, my sketchbook, and crayons/markers/colored pencils.

What unique skill or characteristic do you bring to your team?
Enthusiasm and crazy ideas that work more often than not. I’m all over the place.

What is something you learned at a previous job that prepared you for your current role?
Administrative skills, although how good I am at that is still up for debate. It turns out that you can’t build a successful company on those crazy ideas alone. Go figure.

What is your favorite aspect of your current role?
Meeting with prospective partners and getting them as excited as we are about the possibility of working together.

What is one thing you would change about the licensing industry?
I would encourage agencies to nurture more retail relationships. The big studios like Disney and Paramount have retail departments but most agencies in the U.S., surprisingly, do not. It would bring more opportunities for their clients and potential licensees and, therefore, more money. It’s a no-brainer in my opinion.

If you had an extra hour in your workday, how would you use it?
Exercising. Or more Candy Crush, let’s be honest.

What is one thing you need to do every day to feel accomplished?
I look at my to-do list and I have to take care of at least one thing on it.

Are you a carry-on or checked bag traveler?
Carry-on. I’m like Mary Poppins, I can fit so many things in my bag that I should probably get an award for it.

What do you always have in your suitcase on a work trip?
Two or three books that I will absolutely not have time to read. I also bring enough pants for every day of my trip, which sounds obvious, but it’s not. A customs agent at JFK thought it was suspicious that I only had two pairs of jeans for a five-day trip; the reason was that I was planning on buying more during the trip, but he made me feel so self-conscious that now I pack more than I need and think to myself, “Well, that will teach them.”

If you weren’t in licensing, what would you be doing?
Anything I could find in entertainment, perhaps even as a performer. My dream job is to be a Foley artist for movies, or to create rides and experiences as a Disney Imagineer or at Universal Creative.

What advice would you give to yourself 10 years ago?
Don’t assume something’s not going to work before you try it. Don’t worry about the money. The money will come, just focus on getting people interested in your idea. Be as loud as you can because that’s the only way people will hear you.

What are you most excited about in 2023?
U2 at the Sphere in Las Vegas. Achtung, baby!

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