How did you get started in fashion?
While growing up in Southern California, the area most known for being a “melting pot” I have always felt that there was an alarming lack of representation in Latin contribution to American culture.  Although there were Spanish stations on the television and radio, there was never anything that I could identify with as specifically Guatemalan.  Knowing that gap existed for me, I sensed that this was a problem for all Latin Communities here in the United States.  The concept of using “dichos” (Spanish idioms) on apparel is my way of closing the gap and raising awareness of Latin subcultures in mainstream America.

What is it that your collection says to the consumer?
In two words, the collection says “Cultural Pride.”  With such strong distinctions between different Latin countries, I hope to capture the identity of each community with the use of their specific vernacular.  Although it may seem contradictory, the overall branding of Latin Lingo Clothing both highlights the differences of subcultures while uniting them under one brand. 

Who is your ideal client and why?
Beyond ethnicity, my ideal client appreciates the chic, witty style of Latin Lingo Clothing and its association to the cultures of Latin America.  Although the line is mostly in Spanish, each dicho is translated on the website so that a wider audience can appreciate the traditions and witticisms of each culture.  Thus far, the market has consisted primarily of fashionable, young Latin Americans, ranging in age from 16 to 30. 

What forms of advertising do you rely on to get the name out? 
To date, brand identity has been built on word of mouth, spotlights on LATV.com (a “Spanglish” Los Angeles local network) and by keeping an updated profile on www.myspace.com   The physical store retail portion is advertised on the website and through in-store posters.  Our first fashion show is scheduled at the LA Sports Arena on October 20th.

What do you think are the biggest trends right now?  Are there any that you are sick of?
Vintage-style T-shirts with distressed lettering have been an inspiration to my latest designs. It is a comfy and sexy look that never goes out of style.  On the other hand, I have never been a fan of ill-fitting clothing (either too large or too tight).  Just wear your true size. 

Your collection can be purchased where and what is the price range?
The collection can be purchased on line at www.latinlingoclothing.com and at the following retail locations: