Rachel Gomez appears with a rack of her clothes in her own Viva Los Angeles Bonita warehouse in San Fernando on Nov. 15. Picture credit: Shae Hammond
San Fernando Valley resident Rachel Gomez noticed there was clearly a not enough Latina representation within the fashion industry. She pointed out that not merely are there were no brands that targeted Latina women, but the majority importantly, there have been no brands that empowered them.
For this reason Gomez made a decision to produce her brand that is own in hopes of shutting this tradition space. She arrived up with all the notion of a streetwear clothes brand name called Viva Los Angeles Bonita, a line where Latinas feel at ease in their own epidermis and identification.
“The concept of Viva La Bonita is a brandname that encourages you to definitely be pleased with your self, does not make a difference where you originate from or exactly what your tale is or just exactly exactly what you’ve experienced, ” Gomez stated.
The idea of the relative line started in 2012, but Viva Los Angeles Bonita’s road to success had been rocky.
Gomez worked over 50 hours per week at a tillys in burbank. She couldn’t quit her retail work at that time since it economically supported her family members, and she had been truly the only user that has a well-paying work.
During her times off or after finishing up work, she’d work with the Viva Los Angeles Bonita brand name regardless how tired she had been. Initially, she had problems linking because of the community. Very nearly 36 months in to the brand name, she would publish each and every day on social networking and wouldn’t have sale that is single. Gomez doubted herself, however the support of her fiance, Fredo Tovar, her family members, and her intent behind she was kept by the brand going. She knew it wasn’t likely to be a path that is easy but she persisted, and from time one Tovar has thought in and supported her efforts.
Gomez recalls him telling her: because I know you deserve it“ I know you really want this, I know you’re a really hard worker and I know you’re gonna make it happen, so I have your back. I think in you therefore we are gonna making this happen. ”
Her family members, specially her grandmother, Margarita Sanchez Duran, did understand the purpose n’t associated with brand in the beginning. Gomez was raised in a conventional family that is immigrant shared with her mail order bride grandmother she wished to quit her work to market tees, but all Sanchez Duran comprehended was Gomez wished to stop her job.
When Gomez had an improved comprehension of her brand’s direction, she managed to explain it her grandmother completely. This generated her grandmother to completely realize and support her granddaughter; Sanchez Duran also wore a red tie-dye top through the brand name in a recently available Instagram tale Gomez posted on Nov. 17.
Family plays a part that is big it comes down to her brand name. Gomez was raised talking Spanglish, where English and Spanish words are combined, that has been exactly how her grandfather Pedro Duran talked, too. She implements quotes that are spanglish the brand, like “Mujeres are secret, ” “Be The Cabrona Que No Se Dejo” and “Allergic to Pendejadas, ” which led females to get in touch using the brand name.
“Because associated with the authenticity of the quotes and how natural, ladies began to hook up to the brand name a lot more, ” Gomez stated.
Viva Los Angeles Bonita presently has significantly more than 200,000 supporters on Instagram, and also the follower count keeps growing once the brand gets to be more well understood.
Gomez seems your way was very very long, and errors have actually led her to figure out of the brand name because it is today. She envisions the brand’s continued growth inside the next 5 years and traveling more using their pop-ups inside the U.S. She really wants to keep a legacy for folks to follow their ambitions and help each other in unveiling their magic.
“We were put right here to call home our life. Don’t live life like it is permanent because life is short-term and now we are just right here for a lot of time, ” Gomez stated. “Help people on the way and encourage you to definitely rely on their magic. ”