Not because I wanted to sell clothes, but because I wanted to build something people could recognize, connect to, and stand behind.

As I grew older and started going to more Rock concerts I noticed something. 

The music was loud.

The energy was raw.

The emotion was real.

But the fashion was the same. Generic band tee's from big fast-fashion brands. (Other than the merch sold at the venues via the artists)

Brands with no real connection to the culture. A logo slapped on a shirt and sold at scale. Nothing personal. Nothing intentional.

There was the look — black, dark silhouettes, attitude — but almost no recognizable brands behind it. Outside of a few niche spaces, goth existed as a style without identity. No name to represent it. No brand people felt proud standing behind.

That disconnect stayed with me.

Rock and goth belong together.

Rock fans already dress in darker tones.

Goth culture already lives in emotion, symbolism, and depth.

San Muerte was created to bring those worlds together — and elevate them.

This was never meant to be cheap.

Never meant to be fast.

Never meant to be disposable.