SHOP LA FAMILIA WAS STARTED BY PORTLAND BASED HIP HOP ARTIST SWIGGLE MANDELA AND HIS MUSIC LABEL LFGM “LA FAMILIA GANG MUSIC”. THE CONCEPT FOR THE STORE STARTED AS A CENTRALIZED PLACE TO SELL “LA FAMILIA OVER EVERYTHING” BRAND IN PERSON, BUT GREW IN TO SO MUCH MORE. IT IS NOW A POPULAR RESOURCE FOR THE PDX URBAN COMMUNITY WHERE, ALONG SIDE “LA FAMILIA OVER EVERYTHING” LOCALS CAN SELL AND SHOWCASE THEIR PRODUCTS, AS WELL AS USE THE SPACE AS A PERFORMANCE VENUE AND COMMUNITY BUILDING CENTER.
THE BRAND LA FAMILIA OVER EVERYTHING SPEAKS TO PUTTING YOUR FAMILY FIRST, AND THE VALUE OF FAMILY. LA FAMILIA MEANS FAMILY IN TAGALOG, HONED FROM THE FILIPINO SIDE OF SWIGGLE MANDELA’S BLACK & FILIPINO ROOTS. AS A BRAND THE MEANING GOES FURTHER. WHEN WE SAY “LA FAMILIA OVER EVERYTHING” WE MEAN NO MATTER WHERE YOU COME FROM, NO MATTER HOW YOU IDENTIFY WITH YOURSELF, NO MATTER WHAT YOUR SKIN COLOR IS, WE ARE ALL ONE FAMILY. OUR BRAND IS FOR UNITING PEOPLE AND ENDING DISCRIMINATION.