Do What You Love Series: Joseph Licata


A few notes about Joseph Licata:

Joseph Licata has been in the Fashion and Music industry for almost 10 years with an extensive background in product and brand launches. As an apparel retail business strategist Joseph has extensive global and domestic experience in design, creative and art direction, business development, corporate strategy, branding, marketing, product development, sourcing, production, and licensing. [He also has Mighty Mouse power as a barista]
He was instrumental in the Hurley Kids brand launch, the Small Paul brand launch as well as more recently the P.S. From Aeropostale children’s brand launch that opened this year [Fall 09].

On the music front Joseph is a personal and business manager for several artists and groups from the east and west coasts through his company Rhythmik Entertainment. He is also heavily involved in marketing and image/brand development for artists, labels, music festivals and the like. In addition to the business side of the music industry Joseph is a drummer and lover of singing in the car.

Joseph is currently working with small and mid-size businesses, leading business and market analysis,  developing business strategies and plans to inform new opportunities for start-ups as well as established companies. While crafting product image and branding guidelines based on internal brand audits as well as industry analysis and best practices in order to optimize brand loyalty and authenticity.  [Promise it is not as boring as it sounds]

Mr. Licata [As some call him] also is designing marketing plans based on brand and image guidelines and business goals in order to maximize marketing spend and increase sales while heading cost and price analysis. When the need arises, Joseph also is performing sourcing and production audits, planning, forecasting, and  assortment design, and optimizing the product development process from concept to delivery.

In addition to his experience playing multiple roles, Joseph is a high-touch, high-performance manager with a talent for growing people and has managed teams for leaders in the industry including H&M, Kids Headquarters and Aeropostale. Joseph hails from Carnegie Melon University where he studied business, business leadership and strategy.

He is currently living and working in New York City in the heart of SoHo… but is seriously missing sun and sand!


How did you get into fashion?  Tell me how and when everything started.

I was in college at Carnegie Mellon and two friends came up with a great concept for a start up t-shirt/clothing line, so after very little convincing I started working with them on concept, business strategy, marketing and creative direction.

When did you first know that you wanted to be in fashion?

When I realized that I could wear flip flops to the office, I was sold.

If you weren’t in the fashion industry, what would you like to be doing?

One of my great passions is Music and I have been lucky enough to be able to merge the two throughout my career. Tying music to fashion.. Creating sound tracks for life. For me, music is a sort of time machine, I listen to a song from 5, 10 years ago and it instantly brings me back to memories and emotions from when that song was hitting the radio waves.

josephThis is a shoot from a clothing line he did.

How would you describe your personal style?

Ever-changing; I love going out in a well made, tailored suit to dinner. I also love pairing up my 501’s with cashmere and my favorite To Boot New York boots [Sexy Boots as I like to call them] and heading to brunch on Sundays. But then there is the surfer side of me, yes the surfer, that would love to live in Flip Flops, a comfortable tee and a tan. So as the season change, so does my style.

Who is  your favorite designer? Always and forever, Ralph Lauren.

If you had a choice of all designers in the world, who would you prefer to work for? Why?

Ralph, because there are not many designers out there that have made amazing fashions for Men and Women, as well as transitioning into other categories with the same dominance, creating classics in everything he touches.

joseph4This is Jenn Grinels, an Singer, Song Writer he manages.

What do you do in your down time?
My time off is a very guarded commodity and I do my best to spend it with the people I love.
… So I could be playing football with the guys in the morning, relaxing with friends in the afternoon over coffee or going to the market for ingredients for the evenings dinner plans, it just all depends. Of course there are the days that you just can’t put that book down or get that shopping bug.

Are there any special projects you would like to work on?

There are a few projects that I would like to work on… One being a kids line that would merge a lot of my own style influences.

Which magazines do you read? Which magazine is your favorite?

I have actually been on a paper kick over the past 9 months. The FT [The Financial Times] is my paper of choice. I have also picked up GQ, though not the same as it used to be, Vice Magazine as well as a few others. But my favorite thing right now is that old world feeling of reading the “paper” and in my opinion the FT is one of the best.


What do you see on stores that you think is really great?

There are a few places that I could walk into right now and just buy everything.
Not sure if you can guess, but Ralph is always like that for me. The RRL store here in New York right now looks great, for those casual weekends. James Perse is looking great too for really comfortable fashion, actually wearing a James Perse long sleeve tee right now. And I must say that J-Crew has nailed it with the Men’s Shop downtown.

What motivates you? One word, Legacy… What legacy will I leave behind?

What’s next for you? I hope to be joining an amazing designer and her team very soon to help with their expansion plans for next year.

Thank you Joseph for taking the time to talk to us!


IMAGES BY Joseph Licata

Author: Rose Wheeler

Hey, I'm Rose! I work with words on a daily basis as a content manager and writer. When I'm not working with my awesome clients, I enjoy cooking, yoga, styling, blogging and curling up with a good book.

Leave a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

  • Was very happy to find this blog.I wanted to thank you for this great read!! I obviously enjoying every little bit of it and I have bookmarked to check out new stuff you post.