Meet Crystal Garcia | CEO & Director of Community Affairs

We had the good fortune of connecting with Crystal Garcia and we’ve shared our conversation below.

Hi Crystal, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
I am very much a t-shirt and jeans kinda woman…pair that with some kicks or some pumps and a jacket and I am good to go. I love me a good graphic T but I found myself not finding one that I could relate to…one that spoke to me. I kept telling my friends and family about it and I started toying with the idea of starting my own t-shirt line.

I finally decided to go for it and I launched LaTeena in 2018.

LaTeena is a brand created to fill a void in the urban t-shirt business on the east coast.  Realizing the Latinx community was underrepresented when it came to positive and empowering wearable messages one of our goals is to counter the negative stereotypes people tend to have about Latinas.  I’m born and raised in Brooklyn, NY so there is definitely some hip-hop/urban influence as well.  LaTeena is for those who aren’t afraid to make a statement and challenge the status quo. At LaTeena, we are committed to inspiring the Latinx community by creating empowering messages that they can wear proudly to remind themselves and everyone around them of how incredibly strong and resilient we are!

I started my brand while working fulltime, attending grad school and being a single mother to a teenage son. I decided to prioritize and start investing in myself and my dreams. When you really want to do something you find ways to make it happen. Don’t let anything stop your from achieving your goals!

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I have learned so much in the past three years since launching my brand. From the process on how I create and press my apparel, to the way I set up when I am attending pop up events. It’s been challenging but so rewarding. I love seeing and hearing about my customers connecting to the messages on the apparel. When these items resonate with the a person it really brings me so much joy!

Some things I’ve learned along the way are knowing who your target audience is…super important. It’s okay to expand a bit and have some options for others outside of that, but don’t lose sight of who your target demographic is and make sure you are marketing to them. It’s okay NOT to have something for everyone. This is your vision…your brand.

Trademark your brand early on. I am currently going through the process now. It’s lengthy and I wish I had done that in 2018 but here we are. (Fingers crossed it gets approved.)

Stay true to yourself and be authentic! Don’t try to fit in to anyone else’s expectations or mold of what they think your brand should be. Trust your gut.

Never stop learning your market and craft. Keeping up to date with trends in technology, apparel and anything else related to whatever industry your business is in.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Some of my favorite spots are the waterfront parks in Brooklyn…from Brooklyn Bridge Park to Domino and the Northside Piers in Williamsburg. It’s the best view of the city skyline. We’d go through the neighborhood I grew up in…stop at the bakery for the best coffee and some toasted bread with butter. We’d hit up La Marqueta and get some frituras. Would definitely hit up some museums…MoMa, The Met, Museo del Barrio and the Museum of the City of New York. For dinner we’d hit up one of my favorite spots…Coppellia, Guarapo or Max Brenner.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to shoutout my inner cirlce…my family and close friends. My son Nico, my Sisters, my Mom, my Aunts and my circle of friends. They showed up for me in so many ways and so many times. From helping me make the merchandise, packing orders, helping me work pop up events, promoting my brand and showing up at various events to shop and support my small business. Their words of encouragement and their support throughout this process has been pivotal in me making this dream of mine come true.

Website: https://www.lateenatees.com/

Instagram: instagram.com/lateenatees

Facebook: facebook.com/lateenatees