BROWNSVILLE, Texas - Latina Power is heading for Target.
That is the mantra of Jefas Jen and Veronica Zeano, a pair of South Texas entrepreneurs, have turned a leap of faith into a thriving business that is about to bring their passion to the masses.
The duo founded Jen Zeano Designs (JZD) in 2016 with a collection of clothing that empowers the Latina community, who have embraced the company. Celebrities like Jessica Alba, Eva Longoria, America Ferrera and Zoe Saldana have worn their iconic "Latina Power" t-shirt.
When that pink "Latina Power" t-shirt exploded on the nation, they knew they had something special and many in the Latina community felt the same way they did.
"At that moment we decided to focus on creating products that made us feel represented and connected to our roots," said JZD on its website. "We’ve grown and changed but at the core this brand is still on a mission to tell not only our story, but yours too."
And corporate America is taking notice. For Latinx Heritage Month, JZD launches their new collection and will hit the shelves at Target.
The new collection features t-shirts, sweatshirts, hats, jewelry and stationery with phrases and designs centered around the celebration of the “Corazón Latino.” It includes a cap that reads “no pasa nada” — one of their signature messages — along with “poderosa” emblazoned in a pair of gold hoop earrings.
“This collection was inspired by our journey to find our voices as Latinas in this country. The Crecer y Florecer and Corazón Latino pieces are inspired by the beauty of our community’s growth while honoring our ancestors and their sacrifices. For us, the most important part of all of this, is to continue to create pieces that allows our community to feel represented and reminds us all of the beauty of our cultura,” the owners shared in the press release announcing the collection.
Target reached out about a year ago that laid the groundwork for the collaboration between the retail giant and JZD. Jen and Vero pitched their new creations and Target walked away selecting 13 from the new collection for their store shelves. The duo is proud of their new line that celebrates diversity in every community.
“It’s important to celebrate intersectionality and diversity in our community because all of our experiences and paths are different," said Jen and Vero Zeano in a press release. "We should honor, respect and celebrate those differences in order to fully represent our community.”
The JZD capsule collection is available at more than 1500 Target stores across the U.S. and online.