Streetwear fitted for the community and interwoven with the fabric of our culture. We are proud to be where we are from, initiated by most but surpassed by none. We are Gente Fina, we are Fine People. 

The Brief:

Our purpose resonates with unwavering fervor – to harness the power of fashion and design as conduits of transformation. We endeavor to channel our creative energies toward the underrepresented, breathing life into their stories, aspirations, and heritage. Our canvas is their urban landscape, our colors are unity and empowerment, and our brushes are the threads of inclusivity. This creative odyssey is an anthem of love, an ode to the unseen, and a pledge to lend a voice to those who have long been silenced.

The Approach: 

The overarching goal was to build pride in the roots of my fellow Chicagoans and within the BIPOC community. Gente Fina is to be real, authentic, defienate, and a balance of class and culture. Inspired by the streets that raised us, the spaces our families created and the places left behind. Building the brand name in direct contradiction to former “President” Trump’s anti-Latino language we set out to defend and protect the honorable reputation of our values. We celebrated who we are by showcasing icons, images and vocabulary of our culture to further instill pride in those that share a reflection of our journey.