Hasta La Raíz

Hasta La Raíz (Roots) is a cultural, multi-dimensional lifestyle brand that celebrates the authentic representation of Central America and Mexico. Rooted in the ethos of “Con ganas y corazón” (“With hustle and heart”), the brand aims to blend traditional Indigenous and Latino heritage and contemporary design.

The brand blends the dynamic energy of graffiti, vibrant digital illustration, and the narratives of Indigenous and Latino cultures. It is envisioned as a lifestyle platform where clothing and accessories act as canvases for cultural storytelling and representation. By showcasing motifs, colors, and designs rooted in the traditions of Central America and Mexico. The brand's approach to color reclamation revitalizes hues with deep ancestral meaning, reclaiming them from commercial dilution and restoring their significance tied to community, ancestry, and place.

Hasta La Raíz also represents cultural pride and celebration within Latino and immigrant community spaces. The brand integrates a modern approach to streetwear while centering Indigenous, Latino, and immigrant identity symbols, creating fashion that embodies belonging, resilience, and representation.