For example, take Chris “Spanto” Printup (RIP) and Alex/2Tone, founders of Born x Raised. They created a Mexican American love letter to Los Angeles through their streetwear brand, which became a blueprint for other Chicano streetwear brands. Similarly, Brenda Equihua turned the Mexican cobija blanket into a high-fashion statement piece that now appears in both music videos and museums.
Genuine connections vs. brand-hopping
Because craft creators rarely collaborate with brands, their partnerships feel more authentic. This is unlike influencers or content creators who frequently jump from one brand to another, making it harder to believe in a genuine connection between brand, creator, and audience.
With craft creators, engagement tends to be more positive. It’s even more heartening to see how their communities take pride when a major brand recognizes their work. For instance, MLB commemorated the anniversary of Roberto Clemente’s passing with a digital tattoo gallery called “Clemente x Siempre.” As part of the initiative, Puerto Rican tattoo artist Zuh Cordero was challenged to tattoo Clemente’s portrait on a baseball glove for auction. The response was incredible, with comments full of pride and fire emojis for Cordero’s work.
Amplify their craft while elevating your brand
Craft creators are deeply committed to their craft, often depending on it as their primary source of income. When brands support emerging talent, they help sustain these creators’ passions while expanding their reach. It’s a win-win: Creators gain visibility, and brands are elevated through authentic collaborations.
A perfect example is Teddy, a birria taquero, who received a free Super Bowl commercial on ESPN Deportes as part of a Remezcla campaign to promote its Spanish broadcast. The news went viral, and Teddy’s Red Tacos has since grown into a taco empire with 10 locations.
Broaden your brand with diverse perspectives
Collaborating with diverse talent not only demonstrates your support for the Latin community but also introduces fresh perspectives from individuals navigating life across multiple cultures, adding depth to your brand’s story.
Tecate beer did exactly that when it collaborated with Mexican American artists from LA—The Delirians, Katzù Oso, É Arenas, Ulises Lozano, and Mariachi Lindas Mexicanas—to reimagine the classic song “México Lindo y Querido” as “Los Ángeles Lindo y Querido,” reflecting their unique experience of blending cultural influences.