Our Story

From Hustle to High Fashion
Zero Limits NYC was born out of raw hustle and unwavering belief. Our founder, Arturo Cooks, didn’t come from a wealthy background or a fashion school pedigree. At 13, he started selling candy outside storefronts and malls, learning firsthand that resourcefulness beats resources. That same drive led him from working in a garage with basic tools to running a full-service fashion production studio.This brand isn’t just clothing—it’s the outcome of resilience, risk-taking, and relentless vision. It's built for those who dare to create something from nothing.
This is our story—but it could just as easily be yours.

Our Mission

Empowering Entrepreneurs to Live Without Limits
Zero Limits exists to fuel a mindset—a belief that where you start doesn’t define how far you go. Our mission is to inspire and equip creators, entrepreneurs, and visionaries with more than just high-quality apparel. We design pieces that reflect purpose, power, and possibility.Every stitch, every fabric choice, every message is intentional. We don’t just create clothing.We create movement. We create identity. We create confidence.
We wear what we believe—and we believe in breaking barriers.

The Logo

ZL – The Foundation
The bold Z and L represent Zero Limits—a commitment to pushing past doubt, resistance, and boundaries. It’s not just a name. It’s a declaration: There is no cap on how far you can go.

⚡ The Lightning Bolt – Power in Movement The lightning bolt stands for raw energy, bold decisions, and instant impact. Just like the creators who wear our brand, it’s a reminder to move with purpose and strike with precision. It represents power under control—a symbol of what happens when preparation meets opportunity.
🦅 The Wing – Inspired by the EagleThe wing etched into the logo pays homage to the eagle, one of the most powerful and disciplined creatures in the wild.But it’s not just about flight. It’s about rebirth.
At around 40 years old, an eagle faces a life-or-death decision:It can no longer hunt efficiently—its beak is bent, and its feathers heavy. So, it retreats to a mountaintop, plucks its own feathers, and grinds down its beak on stone so they can grow back sharper and stronger.Only by enduring pain can it live another 30 years.That’s resilience. That’s transformation. That’s Zero Limits.
🧠 Why It Matters: Our logo isn’t just about identity.It’s a visual philosophy—a reminder that greatness requires pain, sacrifice, and evolution.This brand is for those who choose the mountain. Who sharpen themselves daily. And who never stop evolving.

“I started with a vision, not a blueprint. I didn’t wait for permission—I started where I was, with what I had. That’s the spirit behind Zero Limits. If you’re building something out of nothing, this brand is for you.”— Arturo Cooks, Founder