Social and Behavioral Sciences Commons^™

Textiled Narratives: Branding, Consumption, And Mexican American Identity At The Turn Of The Twentieth Century, Andrew Michael Gordus

World Languages and Cultures Faculty Publications

The NaCo apparel company out of Tijuana, Mexico, created a unique line of clothing and accessories in the late 1990s and early 2000s. With its success in Mexico, the brand chose to extend its reach into the lucrative US market. The company's focus on bicultural and binational images seemed a natural fit for a growing Latinx presence in the US. An analysis of the company's successes and failures in the new market highlights the continued importance of borders as separators of visual economies rooted in national histories and imaginations. Additionally, their experience reveals the complexities within Latinx communities that can …