Raíces Apparel was a passion project I developed during design school that explored identity, culture, and community through apparel design. Inspired by the phrase “ni de aquí, ni de allá,” I wanted to challenge the stigma often associated with feeling caught between two worlds and instead celebrate the beauty of being both Latino and American. The project became a way to embrace dual identity through storytelling, illustration, and design.
From concept to execution, I developed the full brand identity, including the logo design, apparel graphics, illustrations, and overall creative direction. I also managed the business side of the project, gaining hands-on experience in branding, production, marketing, and community engagement. Throughout the process, I supported local businesses in Downtown Los Angeles for apparel printing and production, which allowed me to gain valuable knowledge of print materials, fabrication techniques, and the physical production process. I also actively sought feedback from members of my target audience to better understand how the brand resonated with the community and to help shape the project's direction. What started as a personal creative outlet quickly became a meaningful learning experience, receiving overwhelming support from my community.
@raices_apparel on Instagram | raicesapparel.com
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