About Us

TRADICION is a home for anyone proud of our Mexican roots.  For those who feel the undeniable pull of our heritage — a mark on the soul you could never wipe off, even if you tried.

We honor every generation — the abuelos who came first, the parents who sacrificed, the children who rose, and the future that carries our story forward.

Some of us grew up in houses where Spanish lived in the walls.  Some of us learned it later, little by little.  Some of us speak it with an accent, some with confidence, and some in silence — but we all understand it.

TRADICION was born from that truth.  From the long shifts, our families survived.  From the lowriders that taught us self‑representation.  From the family‑first values that shaped our character.  From the quiet strength of a people who endure, who build, who rise.

We create for anyone who loves our heritage — the Chicanos, the Mexicanos, the Mexican Americans, the first‑gen, the second‑gen, the third‑gen, the ones who grew up con tortillas hechas a mano, and the ones who found their way back to the culture as adults.

TRADICION is not fashion.  It is a celebration.  A reminder that our lineage is ancient, our pride is earned, and our story belongs to all of us.

We honor Brown Pride.  We honor entrepreneurship.  We honor lowrider culture.  We honor cannabis freedom.  We honor every family that carried Mexico across borders, across generations, across time.

We are here to elevate Mexican heritage with humility, with strength, and with the quiet confidence of a people who know exactly who they are.

TRADICION is the Mexican American FUBU — made by us, for all who carry our heritage, con respeto, con corazón, con orgullo.

This is our story.  This is our movement.  This is TRADICION.  Welcome to our store.