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Industry Retail (Apparel)
Headquarters Miami, Florida, USA
Key people
CEO: Dean Schwartz
Products Clothing, accessories
Slogan Shop Con Estilo

Surropa is an online cultural store for street fashion apparel and merchandise from popular Latin American brands and designers. The collection of contemporary urban designs includes t-shirts, hoodies, art and jewelry inspired by Latin American style and culture.

Surropa is based in Miami, FL, but sells its products worldwide.


Surropa began as a distribution outlet to sell the Mexican t-shirt brand, NaCo. It later added other Latino brands that were popular in Mexico and South America with the goal of creating a marketplace of Latin American-inspired street fashion, brands and products in the United States.

Surropa sells various brands but is the exclusive online retailer for Gambeta, Condorito, DIMEX, Valiente, Consejo Mundial de Lucha Libre, NaCo and SOBO Gear in the United States, Canada and Puerto Rico.

Many of Surropa's line of designs have Mexican and Latin American slang or cultural references best understood by people of a specific heritage.

Surropa has become a platform for Latino artists and brands to market their designs and Surropa adds new products every week. Surropa also reports on music, soccer and everything that interests Latinos.[1]

The company’s bottom line also feeds a philanthropic streak, which includes selling T-shirts to help Haitians after the January 2010 earthquake.[1]

Customer base and merchandise[edit]

Most of Surropa’s customers are U.S. Hispanics generally in the 18-34 age range from Mexico and Latin America but also includes Caucasians and African Americans who appreciate the Latino culture.


In August 2010, Surropa partnered with Fábrika Link to add music content to the online store. Now part of the store’s blog section, it contains an overview of new music releases in both the Latin and general markets as well as links to music videos and free music downloads.

Later in 2010, Surropa added a soccer blog to keep customers in the know on the latest international and national soccer news and developments. Powered by Gambeta, the blog features coverage on leagues like MLS, Liga Mexicana and English Premier League with updates primarily in English and Spanish. Gambeta is a Mexican soccer lifestyle brand that encourages its customers to "Vive Fútbol!".

Pop-Up Stores[edit]

Surropa produced a pop-up store as part of Factory Project (produced by Fendi) during Art Basel in December 2009. Telemundo’s Mun2 selected Surropa to create a special pop-up retail store in Miami Beach in January 2010 to launch its new show, The Mun2 Look.

In the News[edit]

  • April 2010 -- Featured for “cool, Latin-inspired streetwear all in one place” by Thrillist Miami[2]
  • April 2010—Featured in Thrillist’s Best of Dallas[3]
  • April 2010—LA Times featured Surropa’s “Pobre Mexico” (Poor Mexico) t-shirt the day after the Phoenix Suns wore “Los Suns” jerseys in an NBA game.[4]
  • June 2010—South Florida Business Journal
  • July 2010—CBS news featured Surropa’s “Todos Somos Inmigrantes” (We are all immigrants) t-shirt designs in a nationally broadcast report about Arizona’s immigration law (known as Arizona SB 1070).
  • August 2010—People en Español featured Surropa’s selection of World Cup t-shirts from Gambeta
  • August 2010—South Florida Business Journal
  • November 2010—Cosmo en Español featured Surropa designs from DIMEX, SOBO Gear and Deego Toys
  • Defining Trends Magazine—Hispanic Hipsters[5]