I was raised by immigrant parents in a beach town near the U.S. Mexico border, a place where cultures collided and identity mattered. From a young age, I was taught traditional Mexica ceremonies and indigenous teachings that shaped who I am. In my teens, I found my voice in the Chicano movement. In the streets, I learned survival. And at home, music kept me grounded, my father’s records spinning in the background of it all.

Raízes is more than a boutique, it’s part of a bigger story.

I’ve created three brands that reflect my life and roots:

• Raízes honors the indigenous traditions and Chicano culture that raised me.
• 45 Shirts celebrates my lifelong love for music and vinyl culture.
• Beachtown Originals represents my Chicano upbringing in the gritty border town that shaped me.

Together, they tell a story of heritage, music, and resilience, a life built on roots, rhythm, and resistance.