Apparel Brand That Celebrates Tampa Culture To Open First Retail Store

TAMPA, FL — A Tampa-born apparel brand that started online and at local markets is preparing to open its first storefront at Sparkman Wharf.

Engrained Lifestyle Apparel, known for the slogan “Tampa Bay Made,” among other designs, will open at the waterfront destination sometime in mid- to late June, founder Gabriel Santos told Patch.

Santos, a University of South Florida graduate and Tampa native, launched the company in 2024. The new store marks the company’s first physical retail location after building its business online and through vendor appearances at local markets and events.

The brand is inspired by Tampa’s culture, identity and community. The Sparkman Wharf store will carry a curated selection of men’s and women’s clothing, along with select youth offerings and signature pieces tied to the city.

While the region is known for professional sports, Santos, who grew up playing baseball and football, said the brand grew out of his desire to represent Tampa beyond team gear.

“I felt like there was always kind of an issue with representing Tampa outside of just your typical jerseys. Everything we design is intentional and inspired by Tampa’s story,” he said, adding, “I always had trouble finding something that represents Tampa outside of sportswear, like a Bucs jersey or a Lightnin jersey, and I always had a feeling that I wanted to fix that and change that, and here we are, two years later.”

Santos was especially interested in representing the city’s Hispanic roots.

“Especially as a Latino, myself, it was very difficult to find anything that represented that side of Tampa,” he said. “So, I’ve made sure to make that a piece of my brand, as well."

Running Engrained Lifestyle Apparel is vastly different from his original career path. After USF, Santos went on to study physical therapy at South University and worked as a physical therapy assistant for years.

“But I always had an artistic side … so, this is just part of my creative side,” he said, adding that he “just stumbled into the business.”

Santos said, “So, I’m always learning something new.”

Even now, as he prepares to open his first physical retail store, there’s a steep learning curve.

“There’s so much that’s brand new to me, you know, with contractors and signage and all that,” he said.

He’s also excited to see how quickly his brand has evolved in a short period of time.

Not long after launching online in 2024, one of the first times he ventured out into the world with Engrained Lifestyle Apparel was as a featured business at Winter Village in downtown Tampa.

“That’s when I really got to see the potential of the brand,” Santos said. “It was like, OK, I have something here.”

From there, while juggling his full-time job, he became a regular at local markets, which played a major role in the brand’s growth.

“I really want to put the spotlight on the farmers markets and stuff, because without those markets the brand wouldn't be what it is today,” he said. “It’s so amazing to see people come in your tent, wearing your stuff and saying how much they appreciate the quality and the designs. As someone just starting a business, that is the stuff you really need to hear to continue going, because it can be rough.”

Another turning point came when Santos set up a pop-up shop in a storage container at Sparkman Wharf, which led to the permanent store that’s opening soon. The destination is a natural fit for Engrained Lifestyle Apparel, he said.

“Opening our first storefront at Sparkman Wharf feels incredibly meaningful because it places us in the heart of the city that shaped our brand from the very beginning,” Santos said.

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