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SP Man: Carlos Matias

(Photo: @shawtylos Instagram)


Meet Carlos Matias, New Yorker and epic beard. Carlos (or “Los” slash “Loso” to some), is an Ad Exec who has worked in all facets of the creative industries. You may have read something he’s written or have seen a visual or concept that he’s placed his hands upon. Currently, he’s a creative social strategist for a number of brands under the ad agency Code and Theory. He’s the guy who is responsible for the cool things you read on Twitter from brands you love, just FYI. Above all though, Los has swag, reflected in his daily attire, Instagram shots, and oh yeah the beard. Get to know this cool as a fan sartorialist and comedian below.

– Kathy Iandoli


(Photo: @shawtylos Instagram)

Name: Carlos Matias

Age: Unknown

Location: Bronx, N.Y.

Occupation: Writing fire tweets and social strategy for brands at Code and Theory.

Hobbies/Interests: Buying more magazines than I’ll ever read, brewing beer, rubbing my beard, Netflix.

Current favorite gadget: FitBit (when it’s working).

Current favorite travel destination: Colombia

Favorite restaurant: Guadalupe

Favorite designer: Old Navy

Favorite artist (music or painting/photography): Tupac Shakur

A song that describes your life: “Worst Behavior” – Drake


(Photo: @shawtylos Instagram)


The first thing I do when I wake up is check my Twitter, Instagram, Tumblr, Facebook and Snapchat. I usually try to scroll all the way to the night before and make sure I didn’t miss anything. My morning routine is pretty lengthy, since it’s not easy to maintain a good looking beard like this, so I usually skip breakfast and run out of the house.

My work day consists of tweeting and ‘gramming, putting together decks, reports, and watching ’90s rap videos on YouTube during meetings until I take my lunch around 3pm. I put some more work in and attend some more meetings before I head out of the office around 7 or later depending on the day. I get home and do some more work before I watch Keeping Up with the Kardashian reruns, Netflix, and have a beer and go to bed. Damn, I just realized how boring my life is.

Daily Beard Regimen: I wash my beard using warm water, shampoo with Vitamin E and conditioner with coconut oil. After thoroughly drying with a towel (it’s important to pat, do not rub!), I spend about 15 minutes fluffing it out with a medium or fine-toothed comb. This is the most important step. You need to make sure you fluff it out and then pat it down so it’s perfectly even. It’s almost like sculpting.

How long have you been growing your beard: I’ve had my beard for approximately 6 years.

Going from bare-faced to bearded, what was your biggest adjustment: The attention and fame that comes with it. Strangers stop you to compliment you and touch your beard. You also start to get noticed a lot more and people you meet tend to remember your face. Babies are scared of you and people around you start to change. A beard is a gift and a curse. It’s not for everyone.

To any men looking to grow a beard, what’s your best tip: Rub your beard when you’re speaking. You’ll look a lot smarter than you really are.

Your favorite quote/motto: “I don’t understand why people would want to get rid of pigeons. They don’t bother no one.” – Mike Tyson


(Photo: @shawtylos Instagram)