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10 Latino-Owned Businesses That Celebrate Our Pride And Culture

Shopping & Technology By O. DELGADO
10 Latino-Owned Businesses That Celebrate Our Pride And Culture

There are over 4.2 million Latino-owned and operated businesses in the US.  The shops featured here are just a few of the many small and growing businesses whose products pay homage to our traditions and culture, from charro suits to miniature Maruchan earrings.

Viva la Raza!

1. Charro Azteca


Francisco Galvez started Charro Azteca in 2015.  Now, it is now one of the biggest retailers of authentic Mexican products in the US, including traditional charro suits and sombreros, dresses estilo folklorico, huaraches and accessories, all crafted by artisans in Mexico.  But, as Francisco says, "it didn't start out that way..."

Francisco's grandfather was a charro artisan from Jalisco who embroidered belts, saddles, and other gear.  The Galvez Patriarch moved his family to Zacatecas, where Francisco's father was born and raised into the charreria tradition.  Francisco's father, in turn, moved his own family to California, where Francisco himself was born and raised in the proud charro tradition. 

"Now I have my son and it’s my responsibility to pass along this Love for our culture." says Francisco. "The problem was finding locally authentic mexican products. This made it difficult to keep practicing the tradition my grandpa and father loved so much. I began CharroAzteca to solve this problem for others and make it affordable and accessible for everyone in this country."


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"Y la luz de tus ojos divinos cambiaron mi suerte por dicha y placer" ♥️???? ????: @averiramos

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The beauty of the world lies in the diversity of its people ????????????

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Time spent playing with children is never wasted ♥️

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2. Pocho Wear


Impossible to describe Pocho Wear's brand and mission better than the Pochos themselves...

"POCHO is a Los Angeles based and inspired streetwear brand. Our clothes represent deep love and passion for our roots, art, and culture.                         

POCHO takes pride in being multicultural. It is for those who know what it means to frequently cross U.S. borders and feel at home on all sides. Whether you are representing here on the West Coast or chilling on East, to the family up in Washington and down to the chicos in Florida - POCHO is for you."




3. Viva La Bonita


This Latina-owned lifestyle and apparel brand is "inspired by the spirit of the women who are fearless." 

Viva La Bonita, a take on "Viva La Raza", celebrates a Latina's beauty, which is measured by the strength and fierceness of her spirit.  As Maria Felix said, "Soy mas cabrona que bonita, y mira que soy bonita." 

Viva La Bonita's t-shirts, sweatshirts, hoops, and accessories feature phrases like:







4. Candy's Kloset 


Jeanette Castro is the Central American owner of Candy's Kloset, an Etsy shop which sells Jeanette's creations, including perfect miniature versions of Latino culture essentials like conchas, Maruchan, Tapatio, Abuelita, Loteria cards, and dozens more...that are actually EARRINGS, pins, and keychains.  Her necklaces and bracelets (the nameplate style all Latinos babies wear), are engraved with labels like "Chula", "Chillona", "Nalgona", "Jefa", and, of course, "Chingona."

Jeanette also makes pins featuring Latino words and phrases, so next time someone asks what you want for Christmas, you can just flash your "Tamales" pin, or, if someone is annoying you, you can hit them with your set of "Me Vale" and "Vete A La Chingada" pins.


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Thank you to @vinstersmom for sharing all goodies from #conchaclaus. They'll look great! Don't forget to share your goodies.

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Thank you @misskenyaphotos for this amazing shot from @concha.con of my booth. Which keychain do you want to see soon??

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Flashback to our childhood bracelets with a twist. Make sure to grab one of your own. Customizable too

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Because everyone heard this growing up! And we would calm down as soon as we heard it. Tag someone who needs it? Update! Now available!

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At this point my body is made out of these. Repost from @eilenebeniquez - @candyskloset pins are a must buy at every event!

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Some of our button pins for you pin lovers. Which one do you need? All of them are available in our shop.

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"Motivation, Military Humor, and Apparel, with a bit of Salsa Picante y Raices. Porte y Actitud."

Mexusmar, an abbreviation of Mexican and US Marine, began as a just "for fun" Facebook page dedicated to military humor and the military experience.  Little did the founders know that their page would resonate with so many of our servicemen and women.  Now, Mexusmar has thousands of followers on their Facebook and Instagram profiles.  In their online tienda, you can shop for t-shirts like the Loteria-inspired "El Marine", "El Sailor", "El Soldier" "El Valiente", and "El Veterano" shirts, gym apparel, and even "care packages" filled with Mexican candy that you can send (free shipping!) to friends and family.





6. Loquita Bath And Body


"I started Loquita Bath and Body because I was looking for self-care items that spoke to me as a Latina," says brand creator Mira Perez.  
"There was nothing out there, so I decided that I needed to create it, inspired by my culture and upbringing."

Mira started Loquita Bath And Body with a homemade Concha bath bomb; now, she has a line of handmade self-care products from lotions to lip balms, all inspired by elements of the young Latina's culture, like churro bath salts, mango con chamoy soap, rompope chapstick, and mazapan body butter. 





7. Hijos de tu Madre


"A Latina trying to do her best raising three sons with the help of God, family, laughter, cumbias and a whole lot of coffee."

Chicana mother of three Gladys, says that "a mother's love" inspired her to create Hijos de tu Madre Apparel, a line of clothing and accessories featuring words and phrases that reflect Gladys' experience as a Latina and a parent, like her catchphrase "All you need is Ganas and Coffee."  We can relate.   

From the website:

Fun and encouraging apparel for gente chingona that work hard, love hard, and always put familia first.






8. Daughter of an Immigrant


The brand's name, Daughter of an Immigrant, tells you all you need to know about this Latina-owned business. 

Founded by the daughter of an immigrant, the shop features a collection of pro-immigrant shirts, sweaters, jackets, and baby clothes that proudly proclaim the wearer is a "Daughter (or Son) of an Immigrant", "First Generation", or an "Immigrant" themselves.

From the website:

Our parents crossed rivers and borders to give us a better a life. 

We had to know two languages and reconcile our life experiences with the legacy of our grandparents. 

We learned to appreciate and treasure the land of our parents while growing up in the land of stars and stripes. 

We were raised with a work-ethic no one can beat -- twice as good to get 1/2 the recognition of most. 

We created this apparel as a way to express to those around us the truth of our pride. 

We are proud of our history. 

We appreciate the day our parents bravely crossed borders for us.

If only we can be as brave as them.





9. Hija de tu Madre


Hija de tu Madre is known for their signature Virgencita jacket, which features the Virgen de Guadalupe picked out in sequins on the back.  Veneration of the Virgen is deeply rooted in Latino culture, and their jacket pays homage to that. The Virgencita jacket is just one of a collection of jackets that feature different elements of Latino culture, from Frida to our national flags, emblazoned in sequins on the back. 

In addition to the jackets, which Hija de tu Madre makes in adult and kid sizes, the shop also sells accessories, like jewelry, stationery, and mugs, all printed or engraved with empowering messages like "Echala Ganas" and "Make Jefa Moves."  

"Our fashion serves as reminders of where we come from and who we are. Our clothes provide us with a sense of familiarity, home, and belonging." - Founder Patty Delgado

(P.S. Check out their "Buy Now, Pay Later" option...)



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Cultura pa las chiquitas ???? #virgencitajacket

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“Nos quieren enterrar pero se les olvida que somos semillas” ???? Sigue creciendo baby girl. ???? @parischolland

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It’s officially Chocolate Abuelita & cobija San Marcos season! ???? Shop our new mug! ✨

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10. Lil Libros


Founder Patty Rodriguez just wanted bilingual books she could enjoy reading to her own two children. 

It was difficult enough to find bilingual books. let alone bilingual books that were fun, educational, and culturally relevant.  So, Patty teamed up with fellow bilingual mom Ariana Stein, and together the team created Lil Libros, a series of bilingual books featuring iconic figures from history and modern culture, like Frida, Zapata, Celia Cruz, Selena and the last Aztec emperor Cuauhtémoc.  They even have Loteria and La Llorona books!  Each of the books helps babies and kids learn new concepts, like shapes, colors, and counting, in both English and Spanish.


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Start your baby’s bilingual journey with Lil’ Libros books! ????????

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Because of you we are able to create books for all our children! THANK YOU! ✨???? #lillibros

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Last, but not least:

Artsy Chica Boutique


"I had a vision to combine my 2 cultures," says Mexican American Monica Marie, owner of Artsy Chica Boutique

The life-long artist is known for her signature Zarape flag, but she paints, sews, prints and sells a huge variety of art, home decor, and accessories all inspired, like the flag, by the mash-up of her two cultures, Mexican and American.  


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