About Us

At La Raza headquarters, we are proud to be Mexican Americans born and raised in California. Our products are made for anyone who shares the same passion for our Mexican heritage.

As first-generation Chicanas and Chicanos, we are fluent in Spanglish and understand the challenges of young parenthood, having experienced it ourselves. We are now grandparents and relish the pure joy of watching our children's children grow. Our love for pitbulls and the classic films Boulevard Nights, American Me, Blood In Blood Out, and Scarface are testaments to our Chicano roots.

Back in the 1990's, on Sunday’s we would hit the local swap meets in search of the latest Brown Pride gear to wear with fond memories of washing & waxing our lowrider cars in preparation for a cruise or car show.

The exhilaration of cruising and hitting the switches is second to none. Growing up in Santa Barbara our weekends consisted of cruising the famous "State Street" and kicking back at the beach listening to oldies.

Mexican Americans are the majority-minority making up a significant portion of the population in California, where Spanish is the second most widely spoken language, however, our communities are still grossly underserved.

Family is the foundation of our existence. Sharing knowledge and simple habits with our children is crucial in shaping their future. A TRADICION, no matter how small, is a belief or behavior passed down to future generations.

We promote unity, encouragement, and empowerment through our products, which are designed to stimulate brown pride, strong family values, entrepreneurship, a passion for lowriders, cannabis legalization, and affinity for our Mexican heritage.  Welcome to our store.