P Rooster Rayos, founder of Cruise It, was born and raised in Los Angeles and has been a part of the car culture and community since early childhood. His youth was filled with memories of shooting pictures at car shows and cruising down Whittier Boulevard. It was a natural progression that led him to growing and developing his photography skills. In 2012 Cruise It was born. Cruise It has its roots in photography, but it is also a lifestyle brand that has apparel and products that represent the car culture and Hispanic community here in Los Angeles.
Fast forward to 2017, we now specialize in event coverage and promotion and are working on developing and expanding a brand and line of products that are offered online as well as retail stores. We are a family business based out of Whittier, California, and you will see Rooster along with his wife Kelly and son Dominik vending or attending many of the local car shows.