Native American Clothing. Style, Culture, Consciousness.

Native Threads Company Profiles: CEO, Rudy Rojas

How many Native Americans do you know who surf?

I have always been a free spirit and non-conformist, my passion for surfing and relationship with the ocean has had a huge impact on my life since catching my first wave at age 12. Even today, at 44, surfing remains an essential physical and spiritual therapy. For me, the ocean is my sanctuary. It’s a wide open temple where I go to play…to pray…to be tested…to be humbled…to be inspired, and to have my soul rejuvenated on a regular basis. Surfing always lifts my spirit and focuses my clarity.

From the Pueblo to the Barrio

Living near the beach in northern San Diego County is a long way from the Ysleta Del Sur Pueblo where I was born. Our Pueblo, located near El Paso, Texas, is the southern-most Pueblo in the sprawling Pueblo nation. Shortly after I was born, my mother made a very brave, bold decision. Envisioning a better life for her six children, she decided to leave my dad, a full-blooded Tiwa Indian with a big heart and a big thirst, and move our family to East Los Angeles where her sister was living. So we left the Pueblo, with little more than the clothes on our backs, and moved to the barrio.

Gangs, drugs and rock ‘n roll

Growing up in East L.A. presented a whole new set of survival challenges for my family. My brothers and I had friends that overdosed on heroin, were stabbed in gang fights, and were sent to either juvenile hall or jail for a wide array of criminal offenses, from drug trafficking and car theft to armed robbery. I must admit, I was hanging with a bad crew and destined for trouble when my older brother, Arturo moved to the Hawaiian Island of Kauai to work as a carpenter.

Surfing saved my life

Arturo could read the writing on the wall, so as soon as school got out for the summer, he sent me the money for a plane ticket to Kauai. That summer I spent surfing in Kauai not only changed my life profoundly, but it actually saved my life by getting me out of the barrio and away from my glue-sniffing criminal cohorts. Since that summer, surfing has been my savior. I surfed throughout high school, and even more after moving south to study Graphic Design at San Diego State University.

Advertising & mass marketing

After college, I landed a job as an associate art director at the biggest advertising agency in San Diego. It was fun for a while. But after a couple of years I got tired of all the corporate bullshit and being expected to pull all-nighters to meet ridiculous deadlines. So I bailed the agency scene and went to work in the surfing industry; first as the advertising art director for a popular surfing magazine…and later as the Advertising Manager for a large surfwear and sandal company. I was making pretty good money, and I liked my career being connected to the surfing industry, but deep down, I found myself wanting something more. I wanted my life’s work to have some redeeming social and cultural value.

Jumping off the cliff

In 1990, I decided to take a huge leap of faith and launch my own company—Native Threads—with the mission of promoting and preserving Native culture. I started the business working out of my garage, with no investors. It was a difficult path to pursue, but I’ve never been one to choose the easy route. While my designs, messages and imagery of early Native Threads clothing were authentic and very marketable, my only source of distribution was direct sales. That meant spending a lot of time on the road traveling to powwows and cultural events throughout the Southwest.

Those early years were very difficult, but they allowed me to plant a lot of seeds…and meet a lot of respected people whom were supportive of my vision. It seemed wherever I traveled, Native people truly embraced the designs. Native Threads spoke to the hearts and minds of indigenous peoples and the challenges they face in modern times.

Indian Country’s own clothing brand

Prior to Native Threads, the only Native clothing out there was based on typical Indian stereotypes —like coyotes howling at the moon. Those products had no soul or cultural relevance, because the stuff was being designed and marketed by non-Indians. During the last 13 years, we have established Native Threads as a unique and authentic brand. Our mission — spreading pride and preserving Native culture—sets us apart, making Native Threads a true pioneer and leader in real Indian apparel and accessories.

I guess it was inevitable, but today I see a lot of new companies trying to imitate Native Threads’ philosophy and designs. Among the worst of the copy-cats is a clothing line designed and manufactured in Asia, yet it calls itself Native Pride. I have also seen variations of my original designs on clothing and caps at powwows, including our Hunting Party handprint and Tribal Tag designs.

Take Pride, Be Original

I think it’s cool that Native Threads has inspired some new Indian artists and entrepreneurs to go into business. But when people start blatantly copying our designs and concepts, it reinforces the stereotype of the lazy Indian. To these people, I say be original; invest your own sweat equity and don’t take the easy path. Only then can you offer a product you can truly be proud of.

In 2004, Native Threads will roll-out our best product line in our history. We don’t just print tee shirts. We design and manufacture a full-blown product line that includes warm-up suits for men and women, dress shirts, bomber jackets, backpacks and more. We’re spreading Native pride in all age groups—from tiny-tots…to our elders.

Rudy’s Favorites

Favorite drinks: Iced Tea, Aquafina, Patron Anejo
Favorite sports: Surfing, football
Favorte Movies: The Last Samurai, The Great Escape, Alfred Hitchcock’s Rear Window
Favorite Bands: Cold Play, U2, War, Motown
Favorite Places: Tavarua-Fiji, Mainland Mexico, Kauai, White Fence-Leucadia.
Favorite Foods: Sushi, Thai, Mexican, Italian
TV Shows: 60 Minutes, Sponge Bob Square Pants
Role Models: Mother, father, brothers, sisters;
Surf Heroes: Gerry Lopez, Ray Kunze, Tom Schafer and Dr. Bell
Family Life: Married for 14 years to lovely wife Donna; with a beautiful 6-year old son, Hunter Ryan Rojas.

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