Latina-Owned Lifestyle Brand Bella Doña Collaborates With NFL Ahead of Super Bowl

Hand-picked by the National Football League (NFL) to be part of the "Origins Collection," a Latina-owned lifestyle brand, Bella Doña or Bella Dona, will now collaborate with the NFL.

Bella Dona, which was launched in 2013, is a lifestyle brand that includes clothing, home decor, and jewelry. It is owned by Lala Romero and her best friend, Natalia Durazo. They shared a love of streetwear and sneakers.

Romero recently paid a visit to the location where they'll debut their new collection with the NFL for the first time.

Taking the elevator upstairs, she took in the total experience and saw their space that included bouquets of roses, a lowrider tricycle, and wall hangings made to resemble hoop earrings representing the brand's Chicano roots.

Owners of Bella Doña are offering up sweatsuits with tonal embossed logos and graphic T-shirts featuring the NFL shield and airbrush-style letters.

However, a black satin jacket stands out as a clear nod to the classic Raiders jackets that have become symbolic of Los Angeles fashion. The duo claims that their collection will be familiar to devoted fans.

Origin Of Latina-Owned Lifestyle Brand Bella Doña

Lala Romero said their brand is "rooted in '90s nostalgia" and grew up sports fans.

"We come from big Latino families where you're born wearing a jersey and a fly pair of sneakers," said Romero. "Those things are who we are. It's in our brand DNA."

Being the owners of the only women-owned brand that is part of the Origins capsule, Romero and Durazo hope that it will snowball into additional female-led and owned brands being represented next year, resulting in a larger shift in the streetwear space, which men traditionally dominate, Complex reported.

The dream started in Romero's apartment, which she shared with Durazo.

"We always wore boy clothes and boy sneakers. And that was a conversation that would constantly come up, like, 'How come there's nothing for us?'" Durazo said.

Romero noted that they wanted to create things that they would want to wear, adding that they were "not really seeing like Spanish or Spanglish or L.A. represented through the woman's lens."

Growing up in a country with football culture, Romero claims it is an "ultimate goal" for her and her friend.

NFL Features Four LA-Based Designers In 'Origins Collection'

The NFL picked four brands to showcase its first Origins collection, with Bella Doña being one of them.

On Sunday afternoon, the streetwear brands celebrated the launch at The Revery, a venue in Los Angeles' Chinatown area, where the public could shop capsules from Populus' Circulate, Bricks and Wood, and Rip N Repair.

Origins are one of the NFL's most recent attempts to connect with its younger and more diverse fanbase, a task that has become increasingly difficult in light of recent headlines involving former stars like Colin Kaepernick and more recent issues involving former Miami Dolphins head coach Brian Flores.

In an official press release, NFL Vice President of Influencer Marketing Eddie Capobianco stated that "to become more authentically connected to our host cities, it was important for the NFL to find ways to collaborate more with local brands."

Each brand was given the task of developing a capsule that celebrated Los Angeles, where Super Bowl LVI will be held, and its diverse subcultures in their own distinctive way. Origins were exclusively released to L.A. residents at the special pop-up event.

From now through February 13, the items will be available on nflshop.com, at the NFL's Super Bowl LVI pop-up at the L.A. Convention Center, and in limited quantities through each brand's online store.

This article is owned by Latin Post.

Written by: Jess Smith

WATCH: Circulate for NFL Origins Superbowl LVI - From Groundead TV