Fernando works in the fashion sector as the CEO of Pulaski Shoes. For middle- and upper-middle-class women aged twenty-five to fifty-five who are concerned about the environmental impact of their fashion choices, Pulaski Shoes is a sustainable fashion company that produces footwear inspired by timeless fashion trends but with a low environmental impact. Fernando's short-term goal is to help the company achieve sustainable national growth and inspire other fashion brands to improve their processes and materials, making them more eco-friendly. Fernando's long-term goal is to expand internationally, increase the company's national production, create more sustainable jobs, minimize environmental impact, and elevate the profile of sustainable Mexican design. Coming into the YLAI Fellowship, Fernando's top business challenge is Marketing & Sales. More specifically, they want to gain experience and develop the project to achieve growth and meet environmental objectives. During the Fellowship Placement, Fernando hopes to gain knowledge about the workings of large organizations, including material procurement, collaboration management, and marketing and sales strategies.