We’re bringing Classic Americana to life in an unexpected way—through the most iconic American food: pizza. This is a love letter to timeless spirit and street-level style: craftsmanship, comfort food, and canvas sneakers. The clean lines of the P.F. Flyers Classic Americana collection meet the all-white, all-day uniform of The Alley Cat Pizza—where grit meets grace, and sauce meets sole.
Born in the alleyways of El Monte and shaped by street culture, blue-collar hustle, and a deep love for the game, The Alley Cat Pizza is more than just wood-fired pies—it’s a movement. We caught up with founder Gio Martinez to talk about his roots, his everyday uniform, and his dream of slinging slices at Dodger Stadium one day.
"My dream is to take this from the minor leagues to the big leagues—and Dodger Stadium is the ultimate goal."
—Gio Martinez, Founder of The Alley Cat Pizza
Q: You've worked in utilities and high-voltage power lines, and now you're running a wood-fired pizza business. How do you bring that blue-collar mindset into everything you do?
A: It all starts with work ethic. I treat this business with an owner's mindset, but I'm also hands-on from booking events to staying late and cleaning up. Teamwork is everything to us. We're a small crew, so everyone's effort counts. We embody a blue-collar work ethic. We show up, put in the work, and get it done, which ultimately carries over into how we operate The Alley Cat.
Q: Pop-ups take grit. How has that "by-any-means" and "rain-or-shine" spirit shaped how you run your business?
A: Pop-ups force you to adapt. As an entrepreneur, you have to figure things out as you go; it's like building a plane while you're flying it. For me and my team, showing up and delivering quality pizza is non-negotiable. That's our foundation. Every early morning, every late night, every lesson we've learned from farmers markets, private events, and our flagship spot has shaped us to stay ready and flexible.
Q: Your pizzas are rooted in tradition but reimagined with a bold, West Coast twist. How do you balance honoring Neapolitan technique with breaking the rules?
A: It's about respecting the craft but making it your own. I stick to quality ingredients, keep it simple, and cook in a wood-fired oven. We offer a carefully selected menu: Classic Margherita, El Pepe, and 9 Lives. The 9 Lives pie is special to us. It’s a nod to The Alley Cat name and brings that sweet-and-spicy West Coast punch. Tradition is my foundation, but the flavors are unique.
Q: You put serious intention into every ingredient from sourdough dough to hand-shredded cheese and locally sourced meats. Why is that level of care so important to you?
A: When people come to eat, I want them to leave feeling good about the whole experience. Good food speaks for itself and is rooted in the little things. The way the dough is fermented, how the cheese melts, how everything comes together in the oven, it all matters. That's why we source from local businesses. It keeps us authentic, supports the community, and makes every bite count.
Q: Your pizzas have names like "9 Lives" and bring serious heat. How do you develop new pies, and what makes a great The Alley Cat slice?
A: The 9 Lives is our heavy hitter. It has hot soppressata, hot link garlic sausage, pepperoni, serrano, and our signature hot honey sourced from my family’s ranch in Ventura County. It’s sweet, spicy, and bold. We get inspired by trying new food and listening to our customers. A great slice is all about balance and texture, with a quality flavor you can taste from the first bite to the last.
Q: Skating, surfing, streetwear, and sneakers—your world touches a lot of West Coast subcultures. How do those scenes show up in your food and brand aesthetic?
A: These influences have been a massive part of my life, so creating something that reflects them only felt right. Our uniforms reflect a streetwear vibe mixed with a classic pizzeria uniform. From how we dress to the content we create, it's all got that West Coast flavor. But at the core, it's about community. We want people to feel like family when they hit our pop-ups or private events.
Q: What did you think when you saw the new Classic Americana collection?
A: I'm all about the high tops, they're an everyday shoe for me. I work in them; I go out in them. The new grey colorway is clean, and my crew was stoked when they saw the new collection. Everyone wanted a pair. It's cool to see a classic shoe evolve, but keep that original vibe.
Q: You've been rocking P.F. Flyers for years—how have they become part of your everyday uniform, both on and off the clock?
A: P.F. Flyers have been my go-tos since day one. They're my go-to because they're versatile, good for working in a hot kitchen, and still clean enough to wear out after being on the line. They give us a unique look and are reliable and comfortable, adding that extra touch of style.
Q: P.F. Flyers' mantra is Run Faster. Jump Higher. Fly Free. What does that mean to you?
A: It's about pushing limits. Ambition. Freedom to create and do things your own way. To me, it means to keep grinding, trying, and never settle. Always move forward.
Q: You've got roots in baseball and dream of bringing The Alley Cat Pizza to Dodger Stadium. How has baseball shaped your hustle and vision?
A: Baseball taught me teamwork, discipline, and staying focused on your craft. I treat The Alley Cat like a team sport. It's about the crew, the grind, and pushing each other always to improve. I dream of taking this from the minor leagues to the big leagues, and Dodger Stadium is the ultimate goal.
Q: There's something timeless and "Americana" about pizza and baseball—both bring people together. How does community play a role in what you're building with The Alley Cat Pizza?
A: Community is everything. Pizza is universal; everybody loves it. It's a staple in neighborhoods, families, and gatherings. At The Alley Cat, we use pizza as the bridge to unite people, whether at a pop-up or a private event. It's about connection.
Q: You've said The Alley Cat Pizza isn't just about food—it's about culture, community, and giving back. How do you live that out through your pop-ups and partnerships?
A: Our pop-ups are more than food, they're experiences. We’ve done events like the Long Beach Car Show, the Dogtown Car Show, and many different art galleries such as Sade Los Angeles. For us, The Alley Cat is about bringing together food, music, art, and people. Partnerships matter to us because they're built on genuine relationships. Like this collaboration with P.F. Flyers, it aligns with who we are. We also give back through events like 988 Skate for Mental Health and by supporting people in need. We're intentional about creating positive impact, and as we grow, I want to do even more for our next generation.
Q: You've got your son looking up to you and already giving back to youth in your community. How do you hope The Alley Cat Pizza inspires the next generation, not just in food, but in life?
A: I lead by example, showing my son that hard work and dedication pay off. I want him and other kids watching to know it's possible to build something from the ground up. It's about encouraging them to take chances on themselves, learn from every step, and keep going until they find their path. Through our mental health initiatives and community pop-ups, I want to bring some light and inspire the next generation to live in the moment and pursue their passions.
Q: The Alley Cat Pizza isn't a one-man show. Tell us about your crew—who's behind the brand and helping bring it to life?
A: The crew is the heart of The Alley Cat. Everyone brings something unique to the table, which makes us strong. My family and friends have been there from day one, and this wouldn't exist without them. Alfred holds it down as the main chef. Lem, Daniel, Bruce, and Jeff are our line crew. As our team's artist, Bruiser brought our vision of the cat to life. Casey runs our content, keeps our image sharp, and handles production with Braulio. Chan gave me the opportunity to start The Alley Cat. Adrian and Johnny are creatives behind the scenes. It's a family effort, and I'm grateful for every single person who's been involved and helped us grow.
Q: What's it like bringing food, music, art, and community together with a strong West Coast vibe?
A: It's special. Every event is unique, but the energy is always the same, connecting people from different walks of life through pizza. I love building with other leaders in food, music, art, and community. When you mix all that, it creates culture. That's what we're about: setting the table and letting people vibe, connect, and experience something real.
Q: Your dream is to land The Alley Cat Pizza in Dodger Stadium. Why is that the ultimate milestone, and what would that moment mean?
A: We've built a team that delivers a quality pizza. Getting into Dodger Stadium would be a dream come true and a full-circle moment that commitment leads to achievements. A shot in the big leagues is what we're chasing, one pie at a time.
Whether it’s feeding a crowd at a streetwear pop-up or chasing the dream of slinging slices at Dodger Stadium, Gio Martinez is building more than a pizza brand—he’s building a legacy—one rooted in craft, community, and the culture of the West Coast. Shop The Collection.
