01 — The story
From a daily style account to two audiences in two languages
Jose Zuniga is a Honduran-American creator and entrepreneur. He grew up in a Honduran family. In 2012 he and his brother Juan started Teaching Men's Fashion as a daily men's style account, and the YouTube channel launched on September 14, 2012. In 2013, at 18, he won GQ’s first “How GQ Are You?” style challenge — GQ wrote that editors “took notice” after he won the first-ever contest (GQ, 2013).
An early pioneer of men's self-improvement
Most early men's channels on YouTube focused on clothes. Jose was one of the first creators to push further, into helping guys better themselves overall: attractiveness, grooming, skin, fitness and confidence. His April 2016 video “How to Look More Attractive” and that August's “4 Tips to Be Better Looking” (2.1 million views) tackled how to be more attractive years before “looksmaxing” became a trend, which makes him an early pioneer of men's self-improvement and looksmaxing. GQ later quoted Jose on that evergreen positioning: his early “How to be more attractive” video was designed to reach men whether or not they already cared about style (GQ, 2018).
Two languages, two audiences
In January 2016 Jose launched Estilo De Hombre, bringing practical men's style and self-improvement to Spanish-speaking men. Its first video went up on January 18, 2016. Today it is one of the largest Spanish-language men's lifestyle channels on YouTube, with 3.19 million subscribers, which makes Jose the first men's lifestyle creator to build two million-plus YouTube audiences in English and Spanish. LaKalle / Blu Radio described Estilo De Hombre as one of the most successful channels for men who want practical tips on how to dress (LaKalle, 2018).
Today
Jose reaches more than 16 million followers across YouTube, Instagram, TikTok and Facebook, and his videos have passed 4 billion lifetime views across YouTube, TikTok, Instagram, and Meta. Beyond media, he founded the newly launched brand 21 Again and Creators Commerce, which helps brands scale on TikTok Shop with creator content.
Our initial goal with our channel was always to help men become better, be their better selves.Jose Zuniga, StyleCon 2017
