Latin-owned and -inspired streetwear brand Los Mayores is looking to become the go-to name of the new majority—meaning, Latinos and anyone else who has felt like a minority up until now. The Los Angeles-based company is hoping to become the “FUBU or Ecko” for Latinos, who, they find, have “a minimal presence within the streetwear industry.”
After a soft launch in 2016, the team (made up of creative director Jimmy Valdez, chief strategy officer James Anderson, and COO Mike Heiser) hired BeautyCon’s head of e-commerce Sierra Dowd as CEO. Now Los Mayores has released 16 all-new styles, ranging from cool neutral T-shirts, black racerback tanks, logo-emblazoned joggers, comfy crewnecks, sweatshorts, hoodies, heather gray crop tops, and snapbacks, now available on its website.
“A huge part of our mission is to break down the stigma around the Latino community being labeled minorities,” Dowd says. “What’s so ironic about the term minority, is by definition it means ‘the smaller number or part.’ However, there are more than one million Latino residents in [each of] eight U.S. states alone—Arizona, California, Colorado, Florida, Illinois, New Jersey, New York, and Texas. And according to the Census Bureau, by 2060 Hispanic people will comprise over 28 percent of the total population with 119 million residing in the U.S.”