Today we’d like to introduce you to Ruby Soto.
Hi Ruby, thanks for joining us today. We’d love for you to start by introducing yourself.
My husband and I came up with the idea for our business after we moved to Salt Lake City, Utah. We are originally from Los Angeles,California, and we’ve always enjoyed dressing in Chicano style. Whenever we went out, people would compliment our outfits and ask where they could buy the brands we were wearing.
That’s when we realized there was a demand for authentic Chicano clothing in Utah. We started buying and reselling Chicano brands from Los Angeles, California, selling at car shows and local swap meets. As our business grew, we decided to create something that represented us and our community.
Today, we’re proud to be building our own brand, Por Vidas 801, designing our own T-shirts and hats that reflect our culture, style, and roots. We’re excited to continue growing and sharing our passion with our community.
You can check us out on Instagram: @PorVidas801.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. Like any small business, we’ve experienced our share of ups and downs. As parents of four children, balancing family life with running a business has been a challenge. On top of that, I live with a chronic illness, so managing doctor’s appointments while trying to be present for my kids’ school events, activities, and everyday life hasn’t always been easy.
Even with those challenges, we continue to push forward. Being a full-time mom, a wife, and a business owner takes a lot of dedication, but our family and our passion for Por Vidas 801 are what keep us motivated. Every obstacle we’ve faced has only made us stronger and more determined to continue building something meaningful for our community.
Thanks – so what else should our readers know about Porvidas801?
We specialize in Chicano clothing and culture. We sell our merchandise at car shows, community events, and concerts. Since I also promote concerts, I’m able to set up our booth and connect with people who appreciate our style and what our brand represents.
I’m proud to say that I was one of the first Chicanas to sell and represent authentic Chicano clothing and culture here in Salt Lake City, Utah. I don’t say that to be cocky—I say it because it’s part of our journey. Being one of the first helped us build strong relationships within the community, and over the years we’ve earned the respect and recognition that Por Vidas 801 has today.
For us, it’s about more than just selling clothing. It’s about representing our culture, bringing people together, and creating a brand that our community can be proud to wear.
Alright so before we go can you talk to us a bit about how people can work with you, collaborate with you or support you?
People can support, collaborate, or work with me by reaching out through social media. You can find me on my personal Instagram, @Brown.Chicana, and on my business Instagram, @PorVidas801. You can also connect with me on TikTok at @Brown.Chicana.
Whether you’re interested in collaborating, booking us for an event, carrying our brand, or simply supporting our journey, I’d love to hear from you. I appreciate everyone who has supported Por Vidas 801 and helped us continue representing our culture and community.
Contact Info:
- Instagram: Porvidas801
- Facebook: Ruby soto
