Congress Questioned Whether ‘Latina Power Paraphernalia’ Belongs in the Smithsonian and Latinas Are Here to Answer That Question Loudly

By now many Latinas has already seen the clip. Representative Brandon Gill of Texas held up a pink hat that says “Latina Power” during a House subcommittee hearing and asked Dr. Anthea Hartig, director of the National Museum of American History, whether a federally funded institution should be selling it. The hat has been sitting in the Smithsonian gift shop for years without incident, and the insinuation behind the questioning was outrageous enough that we felt it was time to equip our community with some context, some clarity and a very good list of Latina-owned brands to add to your paraphernalia collection because that is exactly the right response to this moment.

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Rep. Brandon Gill repeatedly pressed the Smithsonian’s National Museum of American History director on whether selling “Latina Power” merchandise was appropriate. The exchange came during a House subcommittee hearing examining allegations that the Smithsonian presents a politicized view of U.S. history. The hearing followed a July 4 White House report criticizing the museum’s exhibits and programming. smithsonian congress brandonGill ushistory

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ShopJZD, the Latina-owned brand behind the hat in question, woke up to screenshots of their product being held up in Congress and responded with grace rooted in the experience of a community that has been here before. They said they have always believed their products should speak for themselves, that seeing their work represented at the Smithsonian is something they are incredibly proud of and that they genuinely do not understand how a pink hat could spark this much controversy. They signed off with orgullo. That is the word. Pride that does not need to justify itself.

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Let’s Talk About What Paraphernalia Actually Means

The word paraphernalia sometimes gets a bad reputation. In everyday language it has been associated with drug use or illegal activity, which is why some people flinch when they hear it in a different context. In the world of cultural identity and community building, paraphernalia simply means the objects, accessories and products that represent who you are and where you come from. It is the hat, the tote bag, the candle, the book, the lip color that says I exist, I am here, I am proud of where I come from and I am spending my money with people who look like me and understand me. In this instance, Latina paraphernalia is an act of economic solidarity, cultural affirmation and community building all at once, and the ecosystem of brands doing this work right now is extraordinary.

ShopJZD has been creating products that center Latina identity with intention and orgullo for years, which is precisely why their work ended up in the Smithsonian in the first place. Every piece they create is made with the community in mind, and seeing their work held up in a congressional hearing only confirmed what the Latina community already knew: their products speak for themselves and they speak loudly. Which brings us to the bigger conversation, because the problem with what happened in that hearing room is not really about a hat. It is about what the phrase on that hat represents and why some people find that threatening.

Latina Power Is Not What They Think It Is

The phrase “white power” is correctly understood as rooted in white supremacy, in the historical and ongoing project of racial hierarchy that has caused immeasurable harm to communities of color across centuries. Many people are getting closer to understanding that connection clearly, which is progress worth acknowledging. The phrase “Latina Power” has absolutely nothing to do with that framework and should never be placed anywhere near it. Latina Power is not a claim of supremacy over anyone. It is a recognition of achievement against considerable odds in a country where Latinas remain the most underpaid demographic in the entire nation.

According to the U.S. Census Bureau, over 32 million Latinas live in the United States, representing one of the country’s fastest-growing demographic groups. Latinas are among the most educated demographics in the nation, driving growth in entrepreneurship, higher education, consumer spending and civic engagement at rates that the country’s economic future depends on. Latinas have done this while facing wage gaps, underrepresentation in corporate leadership and politics and persistent barriers to healthcare and economic mobility. So when a Latina puts on a pink hat that says Latina Power, she is not claiming dominance over anyone. She is celebrating the fact that she is here, that she is educated, that she is building something, that she is American and that she deserves to be recognized as such.

The audacity of questioning that while Confederate flags continue to be sold in shops across this country without a single congressional hearing is a contradiction that deserves to be named directly and loudly. Nobody is holding up Confederate flag merchandise in front of Congress asking whether it is appropriate. We are waiting for that hearing. In the meantime, the best thing the Latina community can do is exactly what it has always done: build, create, support each other and spend money with brands that see us and celebrate us. Here are some that are doing exactly that.

A Few Latina-Owned Brands That Deserve Your Support and Your Shelf Space

ShopJZD — The brand behind the Smithsonian hat that started this whole conversation. Every piece is made with the community in mind and worn with orgullo.

Valorosa — Products rooted in Latina empowerment and built for women who know their worth.

Nopalera — A brand that celebrates the fullness of the Latina experience in every product it creates.

Rizos Curls — An entire haircare movement built around embracing the curl patterns Latinas were once told to straighten into submission.

Loisa — Latin spices and flavors brought into a market that had long ignored the Latin pantry.

Hija de Tu Madre — Clothing and accessories that speak directly to the bicultural Latina experience with humor and heart.

Lil’ Libros — Bilingual board books for babies because representation starts before a child can read.

Agua Bonita — Botanical waters rooted in Latin American tradition.

Vive Cosmetics — Makeup created for the full range of Latina skin tones.

Pisqueya — A brand that celebrates Dominican heritage through every product it makes.

Economikat — Making financial literacy accessible to the Latina community.

Bloomi — Intimate wellness products designed with Latinas in mind.

The Newsette — A media platform built by a Latina for a community that deserves smart content.

Yo Quiero Dinero Podcast — A podcast dedicated to helping Latinas build financial literacy and wealth on their own terms.

The Biz Bruja — Vanessa Codorniu is a Latina business coach, hypnotist and podcaster helping Latinas tap into their power to build businesses that actually work for their lives.

Alamar Cosmetics — A Miami-born beauty brand founded by Cuban American makeup artist Gabriela Trujillo, created specifically to celebrate Latina skin tones and cultural pride through every product in its collection.

The Smithsonian Is Supposed to Tell American Stories and Latinas Are American

The National Museum of American History exists to document and celebrate the stories that have shaped the United States, and Latino communities are woven into that story in ways that cannot be separated from the broader American narrative: through labor organizing, military service, artistic contribution, civic leadership, entrepreneurship and the daily reality of building lives and families and communities in a country that has not always made that easy. The question of whether a federally funded institution should sell merchandise celebrating Latina identity is, at its core, a question about whether Latinas are considered fully American.

The answer is yes. We are Americans. We have always been Americans. We have built this country alongside everyone else, and the Smithsonian selling a hat that acknowledges that is not a political act. It is an accurate one. The paraphernalia keeps getting created, purchased and worn with pride, the education keeps accumulating and the collective refusal to shrink in the face of a hearing designed to make us feel like our existence requires justification grows louder every single day. Buy the hat. Support the brands. Wear it with orgullo. And if anyone asks you about it, tell them BELatina sent you.