We’ve always shy’d away from putting our background and heritage out in the forefront. Nothing we were hiding, just not something we felt was important at the time. We always wanted our product and designs to speak for themselves rather than us as individuals behind the brand. A couple months ago we came to the realization that we should be more open about the culture behind the brand, the business and the individuals making it happen because there is such an underrepresentation. We are a proud first-generation Latin American owned and operated business. We are composed of a mix of Mexican, Guatemalan and Salvadorian-American background. We are proud of our background, our values, our beliefs and the hustle that has been instilled in us by our family and community surrounding us. This upcoming design comes at a perfect time where we feel it right to put our roots in the forefront. Whether religious or not, La Virgencita is a symbol of hope, faith and family. Growing up, phrases like “¡Échale Ganas!,” meaning “give it all you got,” were mantras we held true to our heart. Paired with “Todo o Nada” meaning “All or Nothing,” these two sayings have internally stuck with us since the brand’s inception and are perfectly aligned with our mindset as individuals and as a business today. We’re proud of where we come from, our culture’s rich history and the path we’re shaping for the next generation. This is for the kid who is unsure what to do with their future, where they fit in or how they’ll come out on top when life keeps knocking you down: ¡Échale Ganas! Todo o nada. Our “Heritage” capsule collection will release this Friday 9AM PST.