Hispanic Heritage Month recognizes the cultural impact and history of Hispanic Americans from Sept. 15 through Oct. 15 — a celebration of the community’s contributions to the U.S. Now in its 35th year, then-President Ronald Reagan signed into law the 30-day celebration after it was originally established as Hispanic Week in 1968.
Along with federal recognition, over the years brands have incorporated messaging in products and campaigns as a way to honor the achievements of Hispanic Americans. Here, WWD highlights some of the collections with empowering messages of pride and community.
Levi’s has tapped three artists to celebrate Hispanic Heritage Month. Gabriela Ruiz, Juan Veloz and Alejé Santiago will customize Levi’s 501 jeans for its Archives with designs inspired by their life and heritage. Additionally, they designed patches with nods to cultural iconography that will be available at all Levi’s Tailor Shops at select Levi’s retail stores.
George Esquivel has partnered with New Balance on a reimagined version of the New Balance 550 sneaker, of which the limited-edition collaboration included adding and removing dyes and creams. The Esquivel brand will amplify the message of Hispanic culture by gifting the shoes. Ahead of the start of Hispanic Heritage Month, Esquivel and Shoe Palace held an event on Thursday in Los Angeles that educated teens on the sneaker customization business. “Shoe Palace and I have always felt it is an honor and our duty to give back and inspire the next generation,” Esquivel said in a statement. “That is why we will be partnering with high school students in the community to give access to the sneaker industry with a behind-the-scenes experience on how to create custom shoes.”
Retailer Curacao has released a limited-edition “200% Generation” tote that celebrates those who embrace the duality of being 100 percent Latino and 100 percent American. Available in stores and online for $4.99, all proceeds will benefit the Youth Business Alliance, an organization that provides business experiences for career readiness. “As a brand deeply rooted in the Latino community, we deeply feel the pride, passion and responsibility that come with honoring our two intertwined cultures,” said Ariela Nerubay, chief marketing officer, in a statement. “The ‘200% Generation’ isn’t just a campaign; it reflects our customers’ lived experiences, especially as we celebrate Hispanic Heritage Month.”
Kohl’s is highlighting Hispanic Heritage Month with apparel and accessories that pay tribute to cultural pride. Available in-store and online, the retailer partnered with artist Whitney Salgado, who takes inspiration from Mexican floral patterns, and Sonoma Community, a collection created by the Kohl’s Diversity Council. Kohl’s is investing in the Hispanic community through its $100,000 donation to the Hispanic Scholarship Fund.
Target has curated collections from Hispanic-owned brands and designers in celebration of Hispanic Heritage Month, including apparel, accessories and beauty products. The retailer is highlighting artists Daniela Jordan-Villaveces, Schessa Garbutt, Sol Cotti and Richie Wilde Lopez, and more under its Más Que series.
Converse returns with its annual Hispanic Heritage Month collection with a tribute to family. The “Mi Gente” (my people) capsule, which celebrates roots and community, features sneakers and apparel designed by Latin American members of the brand’s staff. Skater Erik Herrera and his family are featured in the campaign. “There are so many aspects of my heritage that inspire me — from the music I listen to, to the clothes I wear,” Herrera said in a statement. The products include the One Star Pro and Chuck Taylor All Star sneakers, and the Standard GRX Tee and Loose GRX Tee. The “Mi Gente” collection is available on converse.com.
For National Hispanic Heritage Month, Urban Outfitters assembled a group of eight creatives with backgrounds in fashion, art, music and food. The result: the brand’s Hispanic Heritage Collection, with men’s and women’s apparel featuring tees, pants, shorts, jackets and more available on urbanoutfitters.com. The roster includes designs by chef Paola Velez, Rebecca Maria, Peralta Project, Porto’s Bakery & Cafe, Hermanos Koumori, Pangea Sound, Guava LA and Bueno. Purchases from the collection benefit a $30,000 donation to La Liga del Bario, a Latino youth basketball league that provides sports programs in Philadelphia. The retailer’s URBN Employee Resource Group and Latinx/e staff serve as models in the campaign, which was shot at the Urban Outfitters headquarters in Philadelphia.
Fossil looked to Julissa Prado to launch a new jewelry collection inspired by the Latinx community. The Mexican-American founder and CEO of haircare brand Rizo Curls designed a necklace ($80) and bracelet ($65) completed in polished brass with a teardrop crystal in green. They’re packaged in another tribute to her heritage — a Mexican orchid. To celebrate its collaboration with Prado for Hispanic Heritage Month, Fossil will make a donation to Latinos for Education, an organization dedicated toward an equitable education for all Latino students.