Rachel Gomez stands by a rack of her clothes inside her Viva Los Angeles Bonita warehouse in San Fernando on Nov. 15. Picture credit: Shae Hammond
San Fernando Valley resident Rachel Gomez understood there was clearly too little Latina representation when you look at the fashion industry. She realized that not just are there were no brands that targeted Latina females, but the majority importantly, there were no brands that empowered them.
For this reason Gomez chose 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 skin that is own and.
“The concept of Viva Los Angeles Bonita is a brandname that encourages one to be pleased with your self, does not make a difference where you originate from or exactly what your tale is or exactly just what you’ve been through, ” Gomez stated.
The notion of the relative line started in 2012, but Viva Los Angeles Bonita’s way to success ended up being rocky.
Gomez worked over 50 hours per week at ukrainian women for marriage a tillys in burbank. She couldn’t quit her retail work during the 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 finishing up work, she’d work with the Viva Los Angeles Bonita brand regardless how tired she ended up being. Initially, she had problems linking because of the community. Nearly 3 years to the brand name, she’d publish each day on social networking and wouldn’t have sale that is single. Gomez doubted by by herself, nevertheless the help of her fiance, Fredo Tovar, her family members, along with her function of the brand name kept her going. She knew it absolutely wasn’t likely to be a simple course, 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 in you and now we are gonna making this happen. ”
Her household, particularly her grandmother, Margarita Sanchez Duran, did understand the purpose n’t associated with the brand in the beginning. Gomez was raised in a normal family that is immigrant shared with her grandmother she desired to quit her task to offer tees, but all Sanchez Duran comprehended was Gomez wished to stop her job.
When Gomez had a far better comprehension of her brand’s direction, she was able to explain it her grandmother completely. This resulted in her grandmother to totally comprehend and support her granddaughter; Sanchez Duran also wore a tie-dye that is pink through the brand 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 spent my youth Spanglish that is speaking English and Spanish words are combined, that was just exactly exactly how her grandfather Pedro Duran spoke, too. She implements Spanglish quotes into the brand name, like “Mujeres are secret, ” “Be The Cabrona Que No Se Dejo” and “Allergic to Pendejadas, ” which led females for connecting aided by the brand name.
“Because for the authenticity of the quotes and just how natural, ladies started initially to connect with the brand name much more, ” Gomez stated.
Viva Los Angeles Bonita presently has a lot more than 200,000 supporters on Instagram, together with follower count is growing because the brand gets to be more well understood.
Gomez seems your way was very long, and mistakes have actually led her to find the brand out since it is today. She envisions the brand’s proceeded growth inside the next 5 years and traveling more making use of their pop-ups in the U.S. She would like to keep a legacy for individuals to follow their desires and help each other in unveiling their magic.
“We were placed right right right here to call home our life. Don’t live life like it is permanent because life is short-term so we are just right here for a lot of time, ” Gomez stated. “Help individuals on the way and encourage anyone to rely on their magic. ”