Manuel Cuevas Sr. made Johnny Cash the man in black. Manny designed and created the suit that the man in black was laid to rest in. But, why did Cash contract the Cuevas legacy to help him establish his image? Quite simply, Manny and his father understand that there is psychology in our image. Johnny Cash’s simple, clean-cut black clothing is representative of his respect for all suffering in the world. From an early age, Cash was exposed to loss and disappointment, and coped with these things throughout his life. Cash understood that life wasn’t meant to be simple and happy, life is beautiful because it is messy and complex, and that suffering is one of the single most important aspects of life. And the black clothing designed by the father and son legacy serves as the physical manifestation of Cash’s ideology.