The New Hija De Tu Madre Collection Takes Us to the Aisles of Nostalgia, and We Couldn’t Be More Thrilled

Hija de Tu Madre Popup BELatina Latinx
Photo courtesy of Hija De Tu Madre

 

We are currently witnessing the golden age of creative Mexican-Americans taking their unique vision and executing it in real life. It is truly inspiring to see these innovators bring our nostalgia to life, helping small entrepreneurs simultaneously.

Such is the case with Patty Delgado’s Hija de Tu Madre brand, a creative initiative that reminds us of the importance of our roots and takes us down memory lane through every fashion piece or accessory — from hoops to bandera jackets.

Hija de Tu Madre pays tribute to another space full of memories in her latest collection: the Latino mercado. To pull the SuperMercado collection off, Delgado was inspired by Latino market memorabilia, framed with handbags, lighters, and T-shirts, taking it a step further by recreating her memories in a pop-up that opens its doors in Los Angeles every weekend in August.

The pop-up is open every Saturday and Sunday from 2 p.m. to 7 p.m. – you can RSVP for the full experience here.

To celebrate this culturally rich achievement, we spoke to Delgado about her inspiration and what it took to bring her vision to life. How does this jefa do it?

Hija de Tu Madre Opening BELatina Latinx
Photo courtesy of Hija De Tu Madre

How long have you been envisioning this supermarket inspired by your hometown and community?

Not that long! The concept came out maybe less than two months ago, and we’ve been working on it ever since. I really wanted to have a pop-up store but for it to be special and different. I’m always drawing inspiration from my nostalgia and my childhood, and this seemed like something that made sense, and that would get people really excited and that they would also give them a chance to relive their childhood. So I had to do it!

How did you connect with all the workers, designers, and everyone involved who made your vision come true in those two months?

My whole team has been in the trenches with me, so we have a staff team in-house, and we always get to hire some more people. We just work very hard! There are no days off. I also have a store designer that I’ve worked with and helped us at BeautyCon back in 2019, her name is Audrina, and she’s really incredible. She really also helped me put my vision together.

You also went on a Mexico trip recently. Did that help you create this vision?

I think, in some ways, it did, yes. During that time, I was really depressed, to be quite honest, and vulnerable. Mexico is so healing and magical that it definitely helped my spirit and creative juices to come back a little bit. This whole experience has been a journey, and this pop-up has been a test. It has tested me physically, emotionally – it’s a lot of work. It’s a process. 

What’s it like seeing the community that inspired you growing up be inspired now by your creations?

It’s incredible! I love sharing. The best part of having this business is creating something that doesn’t belong to me anymore. Now everyone kind of owns it, and now everyone gets to experience it. It’s awesome to have people feel so connected and get emotional about something that takes them back to their childhood, or takes them back to their hometown, or reminds them of a specific memory or family memory. That’s really sacred and special, and always the intention behind everything that we create.

Hija de Tu Madre T-shirts BELatina Latinx
Photo courtesy of Hija De Tu Madre.

What is your goal with this super mercado? How often do you do pop-ups in general?

It’s our first pop-up since January 2020. It’s been a while! I really like this; it’s an important part of our business to connect with the community offline. The digital community is awesome, and I’m very grateful for it, but it’s not the same. We could only get so close online. This experience is really important – I miss hugging people. Pop-ups are important!

Yeah, we can only do so much online. We want to feel the vibe in person.

Right! We had a launch party, and it was basically a bunch of friends, family, and influencers, and something that came up a lot was like “oh, I met so-and-so who might be helping me with this project,” – so many connections and new friendships were being made. We haven’t been able to have this organic opportunity for connections. I also think that’s what is going to happen at our pop-up – so many new friendships. Community and culture bring people together, and that’s what we’re doing.

Obviously, you stay ‘muy busy’ – how’s your schedule nowadays? How do you stay on track?

Oh my God, right now, this has been the hardest thing I have ever done. Like honestly, this has probably been the hardest milestone that I have ever created in my professional career. This is hard. It’s very logistically intensive. It requires me to be in the trenches, so I’ve been working 18-hour days. It does not stop. I’m hoping I’ll be able to sleep post grand opening weekend. I don’t have a work-life balance. I think I just work really hard and listen to my body. I try to take breaks when I can, but this is my focus right now.

Hija de Tu Madre shopping BELatina Latinx
Photo courtesy of Hija De Tu Madre

What do you advise upcoming entrepreneurs that wish to build an innovating brand such as yours? 

I would tell them to stop taking advice. Trust your vision, and stop asking for permission to make your vision a reality. Just do it. 

Anything else you’d like to include that’s coming up?

Yeah, so we really want to try to get this on the road this year. We want to bring the Super Mercado to different U.S. cities, bringing this to Arizona, Texas, Illinois, TBD [sic]. We hope to announce some dates by the end of the year. We also have a whole limited product collection that is very super mercado inspired with our little mercado bags, lighters, key chains, and candles that you see in the tienditas. So yeah, we are really on-brand with the supermarket theme!