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A Uruguayan leather goods entrepreneur I’ve worked with asked me to proofread a terrible email. Terrible not because it communicated something awful. Terrible because it was guaranteed to fail. What follows is the story about how the writer of that email—a guy with no connections to rockstars—used cold outreach to make a dream come true.

Meet Tavo Rodriguez. He makes leather goods, including the jacket he’s wearing below. Given the truck, the belt buckle, and the hat, you might think he’s drinking a beer down the street from me in Austin.

Mayyyyybe Mexico. But this is incorrect. Tavo lives at the bottom of the map in Montevideo, Uruguay.

In 2017, he had a corporate job. But something was off. Three undeniable truths kept eating at him:

1. He was deeply burned out and wanted to legitimately care about his work
2. He was captivated by vintage American rock and roll aesthetics
3. He was from Uruguay, a cattle-rich country slowly losing hold of a long tradition of leather craftsmanship

The chemical reaction of these three ideas made it impossible for him not to start OTRA Vintage Style Goods, a clothing brand celebrating Uruguayan leather goods and 50s and 60s rock and roll cool. 

Jack White, the Grammy-winning frontman o

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