“Inspired by the spirit of the women who are fearless” is the tagline for Latina lifestyle and apparel brand Viva la Bonita. Hailing from Pacoima, Los Angeles, Mexican-American founder Rachel Gomez provides inspiration to the Latina community through her bilingual merch, which includes “Brown girl going places” coffee mugs and “Allergic to pendejadas” sweatshirts. It’s more than just an clothing shop, it’s a movement to empower and uplift Latinas.
The widely popular shop started out as a school project roughly four years ago and developed into a T-shirt line named Kulture.LA that eventually grew to become a brand that allows Latinas to literally wear their pride on their sleeves. With more than a decade of experience in fashion retail, Rachel was able to build on it to develop what is now Viva La Bonita, which features shirts that read “Allergic to Pendejas” — her personal favorite — “Mujeres Can Do Anything”, and “Fierce like Frida”, Viva la Bonita promotes fearlessness, strength and confidence.
This Business Supports “Minority Economic Development”