Maya Georgi
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Two clients from Trenza Amigas pose with their new hair style. Amigas Unidas* The Latino community has faced violent ICE raids and harsh rhetoric from the Trump administration. But these businesses are fighting back by giving back, raising money to benefit immigrants and fellow Latinos, and creating a space for the community as they show their unwavering Latin pride.
“There’s a lot of power in feeling joy and being able to be with community and show people that they can’t take all that joy and happiness away from us,” says Atziri Peña, founder of the Los Angeles-based brand Barrio Drive.
Below, we’ve highlighted businesses from across the country who have remained resilient and supported their Latin communities.
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Barrio Drive
Image Credit: Maria-Juliana Rojas for Rolling Stone Yajahira and Atziri Peña launched Barrio Drive back in 2017 as a way to celebrate their Latin community. Since then, the L.A-based brand has also become a platform for the Peña sisters to share their own immigrant stories. “Barrio Drive is a reflection of my identity as someone who’s queer and undocumented,” Atziria tells RS. “A lot of the work just comes from survival.” Since 2020, the apparel and accessories brand has released brightly hued collections with 100 percent of proceeds going toward their DACA (Deferred Action for Childhood Arrivals) fund. “We use the profits from that merch to be able to pay for other people’s DACA renewals,” Peña says. “Right now it’s just renewals because you can’t apply for DACA as a new applicant.” Since Trump first took office, he has tried to end the Obama-era program, and his immigration policies have complicated the program’s protections against deportation.
In recent years, Barrio Drive has created new designs, incorporating popular slogans like “Abolish ICE,” “Chinga La Migra,” and the important reminder, “No Human Being Is Illegal.” The brand has used these collections as part of workshops and fundraisers to support those affected by ICE raids. “It’s important for me to be able to support that community in different ways,” says Peña.
