SOURCE: - The Ultimate Online Destination for Trendsetting, Latin-inspired Fashion & Culture

November 12, 2010 09:30 ET to Doubters: Hip, Urban Hispanic Style Sells

Top Shop for Latin-Inspired Apparel Revamps Website Amid Growth, Debuts 'Pantless' Campaign

MIAMI, FL--(Marketwire - November 12, 2010) - (, the ultimate destination for the best of Latin-inspired street fashion available in the U.S., has revamped its look and shopping experience to support a growing collection, customer base and sales. The latest evolution of enables customers to shop the largest selection of Hispanic-themed apparel in the U.S. by theme, brand or department -- just in time for holiday shopping.

New home page photography from the brand's "Pantless" campaign calls attention to Surropa's t-shirts and other gear. Surropa is a play off of the words "Sur" meaning "south," and "ropa" meaning "clothes," but can also mean "your clothes" in Spanish.

"In a sea of sameness, represents something different, and our site reflects that attitude. We are the voice of cool, hipster Latin culture, with products that resonate with U.S. Hispanics but are equally appealing to anyone who appreciates design and Latin culture," said Dean Schwartz, President of SOBO Concepts, which owns "Retailers have told us that apparel with Spanish words doesn't sell in the U.S., and we're proving that's not the case. In fact, momentum over the past year-plus has built to where companies and brands want to leverage Surropa's national exposure and distribution to reach trendsetting U.S. Hispanics." has earned a reputation as the top online destination in a space that previously did not exist: an English-language site selling authentic Latin-inspired apparel and brands aggregated in one location. Many of the designs have Spanish slang or cultural references best understood by people of specific heritage, though all have mainstream urban appeal. Designed to give Latin artists and brands a platform, has mimicked what other successful conventional online retailers are doing to reach a burgeoning Hispanic population many marketers are trying to tap.

"We aim to be the go-to urban fashion shop for the Hispanic world, and we don't mind pushing the envelope and having fun while we do it. We are always on top of what's going on in Hispanic pop-culture," said Schwartz, noting that new products are added every week. Surropa has garnered national attention from People en Español, Cosmo en Español and Thrillist for its collection; and made headlines for its immigration-themed t-shirts. View the revamped website at

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