In the energetic world of streetwear, where every brand competes for attention, a new player has emerged that’s not just about clothing but about culture, heritage, and motivation. Hasta Muerte, a brand making waves, has a unique story to tell, and we’re here to unravel it.
Born in Mexico and raised in California, Mario Tovar’s roots run deep into both locations, shaping not only his identity but also the character of Hasta Muerte. This brand is a testament to the resilience and hustle that has inspired countless individuals. It’s a call to chase dreams, overcome adversity, and succeed.
From Hispanic Heritage Month to the broader fashion landscape, Hasta Muerte’s founder acknowledges the importance of recognizing and pushing forward the legacy of Hispanic culture. This month holds profound significance, paying tribute to generations before, ancestors, and parents who laid the foundation for success. Through fashion, Hasta Muerte aims to ensure that Latinos are not only recognized but celebrated in the ever-evolving tapestry of the fashion world.
Follow along with us on this exciting journey into the heart and soul of Hasta Muerte, where our very own Derek Bailey sits down for an interview with Mario Tovar to discuss the story of heritage, resilience, and boundless aspiration.
How important is California and Mexico to the creation of the brand Hasta Muerte? What influences can we find throughout brand positioning?
I was born in Mexico and raised in California. Both locations shaped my mentality and outlook in life. My struggle growing up molded me into the person I am today and certainly my hunger to succeed. Hence, why I strive to motivate my supporters to chase their dreams.
With Hispanic Heritage Month reaching 55 years since its inception, what does this month mean to you, and do you feel have a responsibility to continue to push the recognition forward, particularly in the fashion space?
This month is huge for the culture and me alike. Not only paying tribute to the generations of Hispanic Americans before me; but also, to my ancestors and my parents who gave me the opportunity to create my legacy.
I owe it to them and the countless generations before me to go out there and put forth the effort to build my empire, and positively motivate the future. The fashion game is a melting pot of talent and I need to ensure Latinos are recognized as such.
Could you share any strategies or approaches you utilized to gain support from the community when launching your brand?
My 1st collection took me months to sell through, people quit on me, but I never quit on myself. I could’ve just shelved the project and worked a regular 9-5, but I didn’t.
When nobody supported me, I hit the streets and developed my own marketing campaign. I would throw my own rap shows and get vendors to sell. I would do every expo and streetwear market I could. I was relentless. Growing up in Santa Ana (75% Hispanic population) I knew that I had to 1st be accepted here, so my concepts related to the area, but I never compromised my vision. Year after year, event after event I kept working and eventually, I had a couple of “lucky” breaks. Over time I won over my supporters in my region and simultaneously grew the brand in various regions across the US. Moral of the story: “HUSTLE DAILY”
In envisioning a brighter future for the Hispanic and Latin community, what are your deepest aspirations, dreams, and desires? How do you hope to see this diverse and vibrant community flourish and overcome challenges?
My vision is clear; we need to motivate one another. There is enough opportunity, money, and “limelight” for everyone. There is no need for envy. I hope that my children grow up in a world where Latinos, along with every other race/ethnicity can embrace one another and strive for greatness. Everyone deserves an opportunity to be great. Diversity is a must. Challenges will be overabundant but with positive energy and God all is possible.
The word “Hustle” looks to be one of the most prominent pillars anchoring the foundation of your business. What does the word mean to you and how does that affect the way you approach your business on a day-to-day basis?
This brand wasn’t built overnight. I started it with $0 and infinite hustle.
“Hastamuerte” wasn’t your typical name in the early 2010s, and most of my peers never thought anything of it. “Why would you call it that? What does it mean? I don’t get it” I heard it all. I knew that if I could stay motivated anything was possible.
The term, “HUSTLE DAILY” came from my way of thinking and way of life. So much so that it became my slogan. My parents worked 2 jobs when we came to the States. My sister and I started selling chocolate door-to-door when we were kids. I didn’t know any different. I just knew we had to work to survive.
I worked 2 jobs and went to school full-time. Work is all I ever knew. That is the essence of this brand. I hustle to live. I hustle for my last name. I do the same on a daily basis. I have a staff; they have a family. I need to ensure everyone eats and most importantly, I need to ensure I motivate myself and the future.
Fashion has always been a cultural staple in many communities; However, one could say that the Hispanic Community’s influence is underrecognized within popular culture. Was there anyone or any brand that helped mold what we are seeing today? If so, who? And have you been able to work with them during your time? And what was that like?
I was motivated by the hustle and the culture I grew up around. I never looked at brands based on their ethnicity or the person behind them. Sure, I was motivated by them but the messaging is what I really gravitated towards. In Santa Ana, we were blessed to see the rise of LRG so the subculture they created really motivated me. IMKING was another brand that really motivated me when I started, as did CROOKS and CASTLES. I’ve met people from those brands throughout my career and it’s always great to be around influential people. It helps me know that I’m on the right track.
What would you tell yourself 10 years ago with the knowledge you have at hand?
What is meant to be will happen. You can’t control what you can’t control. I used to beat myself up over things I wanted and couldn’t make happen. But that heartache really molded me into the person I am today.
In terms of cultural traditions, do you recall any specifics from your childhood that you still actively uphold and cherish to this day? These could be traditions that have been passed down through generations in your family or ones that are deeply rooted.
I recall going back to my birth home when I was in high school. Seeing where I came from and the opportunities that came from my existence in the States was really eye-opening for me. I will always cherish my heritage and will forever be grateful for the life I have today. But most importantly, I will forever treat everyone with respect because everyone has their own origin story.
What is one element of Hispanic and Latin culture that you feel is often misunderstood or underappreciated by the world at large and would greatly benefit from deeper understanding and appreciation?
As a Latino, I feel our contribution to society and the culture is sometimes underappreciated. However, I’m sure that other ethnicities feel the same. I think if everyone goes into any new endeavor or every situation with an open mind and an open heart this world would be a better place.
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Interview By Derek Bailey & Written By Parker Hargens
