This is a PoundHouse showcase page for TRADICION. To shop officially, visit tradicion.co →
● Mexican American Owned · California Born ●
La Raza Headquarters · Brown Pride · Familia · Con Orgullo
Most Popular
The pieces La Raza keeps coming back for.
Best Seller
New
New
Identity
For the ones who translated at the DMV, worked the swap meet, and learned English on the playground.
Shop Brown Pride →West Coast
12.66 million strong. The minority-majority. California es de nosotros.
Shop California →Go For Gold
Doing it right, with pride, style, and no apologies.
Shop Now →Empowerment
For LA GENTE who helped shape American history.
Shop Now →Real Ones
For the ones who carry the weight. Who build, protect, and never fold.
Shop Now →For the Men
For the man who built something from nothing. El jefe.
Shop Now →For the Women
For the woman who runs it all — the home, the hustle, the familia. La jefa.
Shop Now →Something for everyone in the familia.
1st Gen
The ones who crossed for something better. Their courage is the whole foundation.
Shop the Collection →2nd Gen
Born here. Raised between two worlds. Brown, bilingual, & bicultural.
Shop the Collection →3rd Gen
The grandchildren. Connected through tortillas, traditions, and pride from the viejitos.
Shop the Collection →4th Gen
Fully woven into American life — but that ancestral fire still burns underneath.
Shop the Collection →
Who We Are
TRADICION was built by Jose and Veronica — Chicanos born and raised in Santa Barbara, CA. Together, they built the brand they always wished existed: the Mexican American FUBU.
"This brand is for the unapologetically brown & proud."Read Our Story
Work, Ownership & La Raza
Mexican Americans are the most powerful sleeping economic giant in this country. It's time we own what we build.
Shop Patron & Patrona
La Raza Headquarters
New drops, exclusive deals, and cultura — delivered straight to you.