How Des Moines' Demetrio Ortiz went from high school dropout to famous clothing designer
Demetrio Ortiz wanted to collect Air Jordans like some kids collect trading cards.
The Des Moines native loved clothes and basketball, but he couldn't afford brand names. Pro hooping at his 5-foot-5-inch height was a lost hope. So, in 2019 he dropped out of his junior year at Hoover High School and created his own clothing company.
"I just felt like I needed to do it because I was already kind of failing all of my classes just being on my computer all the time designing and then it just felt right," Ortiz told the Register.
Four years later, the 21-year-old's bicoastal brand Eternal Artwear has adorned celebrities and is adored by the company's 132,000 followers. Ortiz will release Eclipse 2, a collection of clothes inspired by Des Moines-born tattoo artist and California clothing designer Don Ed Hardy, on Friday. His designs include elevated streetwear with colorful pictures of crosses, tigers and skulls.
"I just make whatever I personally like and I'll sell it. So, that's one thing I find cool and well. It's not like we're trying to make a look or match what people enjoy," he said.
"I started off actually with $200:' How Ortiz built clothing brand Eternal
Ortiz grew up in the Drake neighborhood as the child of immigrants. His maternal grandmother Isabel migrated to the U.S. from Nicaragua in Central America with his mom, Margarita. His dad, Edward, is a native of Puerto Rico.
Ortiz had a happy childhood with a love for family and his faith. He was raised by his parents and grandparents with whom he shares a close bond. During his childhood, he was especially close with his late abuelo Orlando, who was like an extra father figure.
"He would show me action movies and the imagination that I was able to create with him, but that like it's what's leading to my success," Ortiz said. "My childhood was very loving. Everybody was just always there for me since I was the firstborn out of all my siblings."
Ortiz started designing shirts in high school and created his company, Eternal, inspired by his religious upbringing in central Iowa.
"I started off actually with $200. I did 20 shirts, sold them for like $20, I flipped my money. Over time, over the course of my sophomore year, I did two different shirts and they sold really well," he said.
By his junior year, he gave up on his hoop dreams and was selling more shirts with simple designs to classmates.
More: Get to know Des Moines artist Robert Moore, who is finally earning recognition in Iowa
Ortiz dropped out of Hoover High School with less than 5,000 followers on Eternal's official Instagram. He was distracted at school with designs and wanted to focus on building the company.
"I just went to get my GED at DMAAC while doing Eternal on the side. I was also working some cleaning jobs. I did a lot of roofing during the summer, so I could save up my money," he said.
More: She hid toy ducks during cancer treatments. Her family did the same at the Iowa State Fair.
Why Ortiz handed out free merch at Lauridsen Skatepark in Des Moines
In 2020, the company blew up on Instagram during the coronavirus pandemic. Now, Ortiz employs two of his best friends who help with designs from California. The brand has grown its Instagram following to 132,000 followers.
Eternal's clothes have been worn by rappers Tyga, Coi Leray and Atlanta's Ken Carson. Hip hop duo Rae Sremmurd, "Spider-Man: Into the Spider-Verse" star Shameik Moore and model Sarah Snyder have also donned the clothing.
On Aug. 4, Ortiz and his entourage handed out free Eternal clothing to dozens at the Lauridsen Skatepark in downtown Des Moines to give back to his hometown. People picked up bags, belts, watches, shirts and sweatshirts.
"My culture has inspired me to do what I do. I want Latinos, like people of color, to realize we're here, we should do something with our lives," Ortiz said. "You don't have to go the route everyone kind of goes. You can create your own path and your own story and that's how you inspire others."
Eclipse V2 will be released on Friday at 7 p.m. on eternalartwear.com/store.
"For me, that's why I really want to show other people, like the youth, is create and work hard and eventually you'll get noticed."
Jay Stahl is an entertainment reporter at The Des Moines Register. Follow him on Instagram or reach out at jstahl@gannett.com.
This article originally appeared on Des Moines Register: Eternal Artwear, from Iowa designer Demetrio Ortiz, releases Eclipse 2
