Meet Lara Estrada Tomenchok | Founder at Indie Identity

We had the good fortune of connecting with Lara Estrada Tomenchok and we’ve shared our conversation below.

Hi Lara Estrada, we’d love to hear about how you approach risk and risk-taking.
Risk has never really felt optional for me, it’s just been part of the path. Starting my business Indie Identity was no exception.

I began my career in environmental engineering, driven by a deep desire to make an impact on the world in a tangible, measurable way. I study the risks our planet faces on a scientific level, and this awareness shapes how I view responsibility and impact. This has guided me to make bold choices not just in my work, but how I live.

But transitioning from that field into modeling, and eventually launching my own clothing store, required a different kind of risk: the willingness to step into uncertainty. To let go of linear paths and put myself in new environments where there was no clear path forward. But even though the engineering work felt like it mattered, there was always a creative part of me that felt muted. I was craving a different kind of expression beyond data sets and corporate formality.

That’s when I started modeling. And trust me, going from a science-based career behind the computer to stepping in front of a camera was a massive shift. As a nerd who had zero experience in the fashion industry, I didn’t know if I’d be taken seriously. But it taught me how to be seen. How to be uncomfortable and still move forward. Modeling taught me to trust my presence, to adapt quickly, and to show up fully in high-pressure, unpredictable situations.

Modeling also reminded me of the power of aesthetics and storytelling. It’s a world that rewards authenticity but often asks you to conform. An industry that demands adaptability and rewards confidence, yet constantly challenges your sense of self. That tension taught me to develop a strong identity and a clear vision — both of which have been crucial as an entrepreneur.

More importantly, the relationships I built on set became the early foundation of my business. Working with countless independent designers and creatives, I noticed a pattern: so many of us were facing the same challenges. I couldn’t ignore the feeling that maybe I could help change that.

Starting Indie Identity was perhaps the biggest leap of all, trading stability and security for a possibility. But I saw a gap in the market: a need for clothing that respects people and the planet. I knew that the risks of staying silent or stagnant were greater than the risks of trying and failing.

Every decision I make, from sourcing partnerships to branding, carries financial, creative, and ethical risk. But I’ve come to believe that risk, when rooted in intention, is what allows you to create something meaningful.

Our slogan, “Independent minds think alike”, captures this independent spirit. A playful twist on the phrase “great minds think alike”, it’s a reflection of our mission to unify free-thinking spirits through community, creativity, and conscious fashion.

Ultimately, risk for me has never been about recklessness, it’s been about alignment. Alignment with my values, with my creative instincts, and with the future I want to help build.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Founded in Miami in 2025, Indie Identity is more than just a clothing store, we are a collective of independent designers and creatives. We believe in fashion with a conscience—where creativity, sustainability, and identity intersect. Every item we offer is made with intention: small-batch, ethically produced, and full of story. Indie Identity is rooted in lived experience, purpose, and a belief that fashion can do more than dress us—it can reflect our values.

Meant to replicate the vibrant indie marketplaces found in cities like New York or Paris on the weekends, bustling hubs of unique handcrafted treasures, Indie Identity translates that distinctive shopping experience to the digital world. As an online fashion retailer, we offer high-quality, ethically crafted apparel from over 30 independent brands, and counting.We aim to foster a supportive community that empowers designers, creatives and consumers, encouraging authentic self-expression. Our mission is to redefine fashion as a tool for self-expression, not mass consumption.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
The best part about Miami is the weather, so most of my favorites spots are outdoors! Can’t go wrong with a beach day at Key Biscayne or South Pointe. Grabbing drinks on the water is a must, there are a lot of spots but the Standard and Monty’s are two of my favorites. For dinner, I love to eat on the patio at Macchialina or Pastis. And to end the night, Dante’s, ZeyZey, or Lagniappe, or maybe Sugar if you’re looking to catch a rooftop view.

Who else deserves some credit and recognition?
I would never be where I am without the partnerships I made early in my career. Shoutout to the photographers, designers, and teams who were willing to work with me early on. I’ve carried everything you taught me with me throughout the years. Thank you to my friends and family for your never ending support of my craziest ideas and dreams. Thank you to anyone who’s ever taken a chance on me when I had nothing but a vision.

Website: https://indieidentity.com

Instagram: @indie_identity @lara__estrada

Image Credits
Thibault Villeneuve
Gabrielle Hernandez