Our Story

Vida Infame comes from a rebellious spirit at heart, not rebellion for show, but the kind born from living where rules don’t always reach and survival teaches you faster than words ever could.

I’m from Durango, from a small town in the sierra where life moves by its own code. Growing up, I worked cattle with my dad en el rancho. I slept under open skies in the mountains, waiting through the night for cows to give birth, stepping in when nature needed help. Those experiences taught me a lot including responsibility, patience, and respect, lessons earned, not taught.

Later, growing up in Los Angeles, I learned that not all knowledge is valued the same. What keeps you alive in one world can be invisible in another. So I carried those lessons quietly.

But what stayed with me most were the people.

The characters from my town and the surrounding ranches, some lived lives filled with humor, others carried deep tragedy. Yet all of them shared the same spirit: persistence. In places as isolated and forgotten as those ranches, life doesn’t ask for permission to exist.

De las peñas y las piedras sacan vida.

Vida Infame exists to honor that spirit, to give voice to stories that rarely get told, and to carry forward the lives and lessons that might otherwise disappear into silence.

This isn’t about glorifying struggle.

It’s about respecting it, and making sure it’s remembered.

Life doesn’t hand everyone the same deck. Some are forced to play with what’s left.

We believe people are shaped by circumstance, not defined by a single or even a set of choices. That redemption is real, and second chances aren’t weakness, they’re necessary. Because doing something is always better than doing nothing.

Vida Infame, Built by the forgotten and worn by the unstoppable 

“Si me ganaran, pero me hacen correr pura verga!” - Mi abuelo, desde un ranchito en la sierra de Durango.

Our Mission

Vida Infame exists because doing something is always better than doing nothing.

The media ignores us. The government forgets us. And somehow we are still here, still building, still making something out of nothing. This brand is our way of making sure the world knows that. Not just that we exist, but that we thrive.

There are children surviving on the streets of Durango right now because the government decided they weren't worth a plan. The vision is simple: four walls, three meals a day, a bed, and a door into education. It doesn't exist yet. But it will. Because if we don't build it, nobody will.

Here in the United States we go into communities not with pamphlets but with presence. We talk to kids who grew up in the margins and show them that where you came from doesn't determine where you land. Especially for children of immigrants caught between two worlds, we show them the in-between isn't a flaw. The rancho, the accent, the immigrant parents, the hard circumstances: none of it disqualifies you. All of it is the foundation.

And we don't keep walking past the people the world steps over. We show up with whatever we can, time, resources, presence, because helping others was never supposed to be reserved for people with deep pockets.

We don't have all the answers. We start where we are with what we have. But we show up. And we make sure our people are seen.