Rachel Gomez appears by way of a rack of her clothes inside her Viva Los Angeles Bonita warehouse in San Fernando on Nov. 15. Photo credit: Shae Hammond
San Fernando Valley resident Rachel Gomez recognized there was clearly a not enough Latina representation into the fashion industry. She realized that not just have there been were no brands that targeted Latina females, but the majority importantly, there have been no brands that empowered them.
This is the reason Gomez made a decision to produce her brand that is own in hopes of shutting this culture space. She arrived up with all the notion of a streetwear clothing brand name called Viva Los Angeles Bonita, a line where Latinas feel at ease in their skin that is own and.
“The notion of Viva Los Angeles Bonita is a brandname that encourages you to definitely be pleased with your self, does not make a difference where you result from or what your tale is or just just just what you’ve been through, ” Gomez stated.
The idea of the line started in 2012, but Viva Los Angeles Bonita’s way 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 she was the only member who had a well-paying job because it financially supported her family, and.
During her times off or after work, she’d work with the Viva Los Angeles Bonita brand name it doesn’t matter how tired she had been. Initially, she had problems linking because of the community. Nearly 36 months in to the brand name, she’d post each and every day on social networking and wouldn’t have sale that is single. Gomez doubted by herself, nevertheless the help of her fiance, Fredo Tovar, her family members, along with her intent behind the brand name kept her going. She knew it absolutely 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. In my opinion inside you and now we are gonna making this happen. ”
Her household, particularly her grandmother, Margarita Sanchez Duran, did understand the purpose n’t for the brand to start with. Gomez was raised in a conventional family that is immigrant shared with her grandmother she desired to quit her work to market tees, but all Sanchez Duran comprehended was Gomez desired to stop her job.
When Gomez had a much better comprehension of her brand’s direction, she surely could explain it her grandmother completely. This resulted in her grandmother to completely realize and support her granddaughter; Sanchez Duran also wore a tie-dye that is pink through the brand name in a recently available Instagram story Gomez posted on Nov. 17.
Family plays a large component whenever it comes down to her brand name. Gomez spent my youth talking Spanglish, where English and Spanish words are combined, that was exactly how her grandfather Pedro Duran spoke, too. She implements quotes that are spanglish the brand name, like “Mujeres are secret, ” “Be The Cabrona Que No Se Dejo” and “Allergic to Pendejadas, ” which led ladies in order to connect because of the brand name.
“Because of this authenticity of the quotes and just how natural, females started initially to hook up to the brand name much more, ” Gomez stated.
Viva Los Angeles Bonita presently has significantly more than 200,000 supporters on Instagram, as well as the follower count keeps growing once the brand gets to be more well understood.
Gomez seems the journey is very long, and mistakes have actually led her to find out of the brand name because it’s today. She envisions the brand’s proceeded growth inside the next 5 years and traveling more along with their pop-ups in the U.S. She really wants to keep a legacy for individuals to pursue their desires and help each other in unveiling their miracle.
“We were placed right here to call home our life. Don’t live life like it is permanent because life is short-term and then we are just right here for a lot of time, ” Gomez stated. “Help individuals on the way and encourage you to definitely have confidence in their magic. ”