Rachel Gomez appears by way of a rack of her clothing inside her Viva Los Angeles Bonita warehouse in San Fernando on Nov. 15. Picture credit: Shae Hammond
San Fernando Valley resident Rachel Gomez discovered there is too little Latina representation within 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 chose to produce her brand that is own in hopes of shutting this tradition space. She arrived up using the concept 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 notion of Viva Los Angeles Bonita is a brand name that encourages you to definitely be pleased with your self, does not matter where you originate from or exactly what your tale is or just what you’ve experienced, ” Gomez stated.
The thought of the relative line started in 2012, but Viva Los Angeles Bonita’s road to success ended up being rocky.
Gomez worked over 50 hours per week at a tillys in burbank. She couldn’t quit her retail task 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 work, she’d work with the Viva Los Angeles Bonita brand name it doesn’t matter how tired she ended up being. Initially, she had difficulties linking using the community. Very nearly 36 months to the brand name, she would upload every single day on social media marketing and wouldn’t have sale that is single. Gomez doubted by by by herself find a bride, however the help of her fiance, Fredo Tovar, her household, and her reason for she was kept by the brand 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: “I understand you want this, we understand you’re a truly difficult worker and I also know you’re going to make it work, and so I have actually your straight back because I’m sure you deserve it. In my opinion we are gonna render this happen. Inside you and”
Her family members, specially her grandmother, Margarita Sanchez Duran, didn’t comprehend the purpose for the brand in the beginning. Gomez was raised in a conventional immigrant household and informed her grandmother she desired to quit her work to offer tees, but all Sanchez Duran comprehended was Gomez wished to stop her job.
As soon as Gomez had a much better knowledge of her brand’s direction, she managed to explain it her grandmother completely. This resulted in her grandmother to totally realize and support her granddaughter; Sanchez Duran also wore a tie-dye that is pink through the brand name in a recent Instagram tale Gomez posted on Nov. 17.
Family plays a part that is big it comes down to her brand. Gomez spent my youth talking Spanglish, where English and Spanish words are combined, that was exactly just just 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 ladies to get in touch utilizing the brand name.
“Because regarding the authenticity among these quotes and exactly how organic, females started initially to hook up to the brand name a lot more, ” Gomez stated.
Viva La Bonita presently has a lot more than 200,000 followers on Instagram, therefore the follower count is growing due to the fact brand gets to be more well understood.
Gomez seems the journey is very very long, and errors have actually led her to find out of the brand name as it is today. She envisions the brand’s proceeded growth inside the next 5 years and traveling more using their pop-ups in the U.S. She would like to keep a legacy for individuals to follow their desires and help the other person in unveiling their secret.
“We were placed right right here to reside our life. Don’t live life like it is permanent because life is short-term and we also are just right here for a lot of time, ” Gomez said. “Help individuals on the way and encourage you to definitely rely on their magic. ”