● Mexican American Owned · California Born ●
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The pieces La Raza keeps coming back for.
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New
NewIdentity
For the ones who translated at the DMV, worked the swap meet, and learned English on the playground.
Shop Brown Pride →West Coast
12.66 million strong. The minority-majority. California es de nosotros.
Shop California →Go For Gold
Doing it right, with pride, style, and no apologies.
Shop Now →Empowerment
For LA GENTE who helped shape American history.
Shop Now →Real Ones
For the ones who carry the weight. Who build, protect, and never fold.
Shop Now →For the Men
For the man who built something from nothing. El jefe.
Shop Now →For the Women
For the woman who runs it all — the home, the hustle, the familia. La jefa.
Shop Now →Something for everyone in the familia.
1st Gen
The ones who crossed for something better. Their courage is the whole foundation.
Shop the Collection →2nd Gen
Born here. Raised between two worlds. Brown, bilingual, & bicultural.
Shop the Collection →3rd Gen
The grandchildren. Connected through tortillas, traditions, and pride from the viejitos.
Shop the Collection →4th Gen
Fully woven into American life — but that ancestral fire still burns underneath.
Shop the Collection →
Who We Are
TRADICION was built by Chicanos blessed to be born and raised in Santa Barbara, CA. They built the brand they always wished existed: the Mexican American FUBU.
"This brand is for the unapologetically brown & proud."Read Our Story
Work, Ownership & La Raza
Mexican Americans are the most powerful sleeping economic giant in this country. It's time we own what we build.
La Raza Headquarters
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