From its very beginning, the Bronx Native brand wasn’t created as a business for profit, but as a response to a lack of representation. Bronx Native tells the stories of the Bronx in a variety of forms: from apparel to videos, from exhibitions to community initiatives. Read on to discover how a brother and sister transformed their love for the Bronx into a cultural phenomenon on bronx1.one.
The Idea Behind the Brand
Founded in 2017 by Amauris Grullon and his sister Roselyn, the Bronx Native brand emerged from a simple yet bold idea: to give their home borough a voice in the world of fashion and culture.
Amauris was born and raised in the South Bronx, specifically in the Hunts Point neighborhood. His mother, an immigrant from the Dominican Republic, raised him and his sister with love, despite challenging circumstances.
“I didn’t choose the Bronx; the Bronx chose me,” Amauris often says.
The idea for Bronx Native was born in 2016 when Amauris and his sister realized there simply wasn’t a store on the urban fashion map that truly represented the Bronx—with all its energy, struggles, heritage, and style. Amauris and Roselyn decided to take action.
In October 2017, the Bronx Native store opened its doors in the heart of the South Bronx, at 127 Lincoln Avenue. Since then, the brand has rapidly gained popularity. It quickly became a true cultural symbol of the borough, the first clothing line to proudly carry the DNA of the Bronx.
The brand’s goal has always been bigger than just selling T-shirts with “BX” written on them. Bronx Native aims to change stereotypes. Amauris clearly remembers his student years at the School of Visual Arts in Manhattan. The contrast between his life in the Bronx and the atmosphere of a prestigious college was striking. He was one of the few students from the Bronx, the only Dominican in his group. He often faced prejudices:
“You’re from the Bronx? Do people get shot there?”
At first, Amauris wanted to blend in with the trendy, hipster environment, even considering buying a leather jacket and skinny jeans. But instead of conforming, he did the opposite—he began to proudly display his identity. His thesis projects were dedicated to the Bronx, and he told stories of his borough from a perspective of beauty, strength, and potential rarely shown in the media.
That’s why Bronx Native isn’t just a fashion brand. It’s a platform for change, a way to help young people from the Bronx understand that they are talented, worthy, and strong. A Bronx resident, according to Grullon, is someone who survives, who fights, and who has something to say to the world.
Local Flavor
When you step into the Bronx Native store, you’re immediately greeted by a powerful message on the back wall: “Respect Women.” It’s painted with aerosol, a direct reminder of the values at the core of the brand. All around, the walls are adorned with graffiti, archival photos of Bronx legends, and even images of the “burning Bronx” from the 1970s. All these details create an emotionally charged space where the past meets the future.
Every item at the Bronx Native store has a deep connection to the borough. From simple T-shirts and baseball caps proudly emblazoned with “Bronx” to designs featuring the borough’s official seal, references to hip-hop, Latin American heritage, and street aesthetics. Everything here speaks of belonging, history, protest, and style.
The first breakthrough for brand founder Amauris Grullon was a black T-shirt with a hand-drawn map of the Bronx—an ode to the borough, created from memory and heart. It became a hit and the symbol from which the store’s journey began.
“I’m not interested in just making a beautiful T-shirt. I want to tell a story. To empower people. To call to action,” Amauris explains.
This is the philosophy of the project, evident in every element. For example, in the caps featuring the Bronx flag and the Latin motto “Ne Cede Malis” (“Yield not to misfortunes”), or in the pristine white “I Love the Bronx” T-shirt, whose letters were created by children participating in the documentary film “Change the Narrative,” produced by Bronx Native. The children not only came up with the design but also shared their own stories about what the Bronx means to them.
There are also more nostalgic designs, like a faded gray T-shirt depicting a typical apartment building, familiar to anyone who grew up in the borough. It’s a tribute to the “old Bronx,” to what shaped an entire generation.
And then there are the bold accessories, such as chunky gold rings, jewelry featuring the iconic Yankees logo, the numbers of subway lines 4, 5, 6, or the neon sign “YERR,” which embodies the voice of authentic New York. Even the set of fake nails here isn’t just a trend; it’s an aesthetic nod to Bronx women who made long acrylic nails a part of their identity long before it became mainstream.
“The Bronx is New York. And New York is the best city in the world. And if you haven’t been to the Bronx yet, it’s time to visit,” Grullon urges.
Every Bronx Native item is a visual manifesto of love for the Bronx. The inscriptions “The Bronx,” “Bronx Pride,” “El Bronx” on hoodies, T-shirts, and baseball caps are not just slogans; they are pride woven into the fabric. Each print tells a unique story: about the neighborhood, a street, a mood, or a cultural heritage. This emotional connection to the city distinguishes the brand from fast fashion.
The Bronx Native brand has transformed into a true cultural platform, and Grullon has become one of the most active community leaders in the area. For his work, he even received an award from Bronx Borough President Ruben Diaz for his contributions to the community.
The Challenging Period of the Pandemic
The COVID-19 pandemic was a serious test for small businesses across New York City. Bronx Native was no exception. Although the business had to temporarily close its doors due to Governor Cuomo’s order to shut down non-essential businesses, the brand’s spirit endured and continued to fight for survival.
The pandemic hit the Bronx particularly hard. According to the city’s Department of Health, the borough had one of the highest infection rates in New York—over 32,000 confirmed cases in Mott Haven alone. In a community where Latin Americans and African Americans make up about 87% of the population, COVID-19 caused a true social crisis. Over 60% of coronavirus deaths were recorded here. This was a terrible statistic.
During those difficult times, Grullon didn’t stand by idly. He used the Bronx Native platform to inform, support, and unite people.
“We posted everything that could help on Instagram and Facebook: information about free COVID testing, food distributions, support for essential workers,” he says.
From a financial standpoint, the situation was critical. Sales dropped by 50%, and Grullon was forced to rely solely on the online store. But even then, he didn’t lose his resolve. Amauris continued to work to make Bronx Native even stronger with new collections, new formats, documentary projects, and community initiatives.
“It’s like a rose growing through concrete. Bronx Native is about strength and resilience. We are the phoenix from the Bronx,” he stated.
The beloved store was saved by the community itself. Thanks to GoFundMe, funds were raised to keep the business going.
Collaborations and Other Promotion Methods
From the very beginning, the brand positioned itself not as a typical clothing store, but as a “hub for culture, art, and community”—a place where ideas are realized, collaborations are born, and the voice of the Bronx resonates.
One of Bronx Native’s key strategies has been creative partnerships. Among the standout examples is their collaboration with the New York Botanical Garden (NYBG), which resulted in art prints, mugs, posters, and other merchandise blending urban Bronx style with inspiration from nature. This allowed the brand to enter broader cultural contexts, from street art to environmental themes.
But Bronx Native is not just about art. It’s also about concrete actions benefiting the community. Through the Change the Narrative initiative, the brand distributes fresh produce monthly to low-income families in partnership with 1200 Solutions Food Distribution. Additionally, one of the brand’s spaces houses a recording studio and media production facility, where local youth can freely showcase their talents in music, video, and podcasts. Every Monday, for example, Amauris hosts an “open mic night” at Beatstro—an atmospheric hip-hop bar that has become a popular spot for local creative youth.
Social media is another strategic tool. Bronx Native actively manages Instagram, Facebook, Twitter, and YouTube, publishing multimedia content, videos, podcasts, information about cultural events, social initiatives, and new releases. All of this fosters a vibrant dialogue with the community.
“We don’t just sell things—we give a voice to those who have been ignored for years. We are about strength, culture, and love for our home,” says Amauris Grullon.