About Us
The Evolution of LED Queens
LED Queens began as a bold experiment: high-performance fitness apparel designed for queer visibility. For nearly a decade, we built more than just gear—we built a global micro-brand rooted in discipline, imagination, and Queer Strength.
From Apparel to Branding and Strategy
Today, LED Queens is a Strategy Lab and Creative Studio. We’ve taken the exact blueprint used to scale this brand—and the enterprise rigor from 20 years of leading digital transformation for Fortune 100s—and made it available to you. We offer insights from a queer and POC-owned strategist to other BIPOC/Queer business owners and creatives who want to scale through ethical frameworks that center communities instead of infinite growth and sheer profits.
- Product Strategy: Moving from "idea" to "irresistible offer."
- Narrative Architecture: Building brand multiverses that survive the AI-slop era.
- Executive Coaching: Helping BIPOC and Queer founders lead with clarity and resilience.
The Founder: Cesar Torres
Cesar (they/them) is a product strategist, author, and designer who has spent two decades at the intersection of tech and storytelling. From co-founding Wirecutter to leading EV strategy for Ford Pro at Razorfish, Cesar brings a "Big Tech" brain to "Boutique Brand" hearts.
"I don't believe in generic advice. I believe in Narrative Architecture—building systems that are as unique and radical as the founders who create them."
Behind the Brand
LED Queens was founded by Cesar Torres to bridge the gap between high-performance athletic gear and queer identity. Beyond the brand, Cesar is a strategist and operator dedicated to building systems that empower niche communities.
You can read more about the evolution of LED Queens and Cesar's broader work at cesartorres.me.