It all began in Zacatecas, Mexico; at a time when big ideas are born it the most  unexpected places: right from my bedroom. It was a brand that started out selling via social media, armed with no tools other that creativity and the desire to build something of my own. what seemed like a small project would, over time, prove to be the beginning of something much larger.

NEON SIXTEEN — The Origin (August 2020 – September 2021)

Operating under the name NEON SIXTEEN, the brand took its first steps. Its approach was direct and full of personality: resold socks and shirts featuring printed slogans that resonated with those seeking something different—something that articulated what they felt.

Sales were conducted entirely through social media, building a community from scratch—one order, one story at a time. It was fashion, but it was also self-expression.

sadcowboys & getabbe — Evolution (May 2022)

In May 2022, the time came to reinvent itself. The brand adopted a new name: Sad Cowboys, an identity that was bolder and full of character. However, the evolution did not stop there; barely a month later, Getabbe was born a broader and more ambitious endeavor. The focus expanded to encompass fashion and trends, incorporating garments featuring prints that captured the cultural pulse of the moment. Shirts ceased to be mere clothing, transforming instead into a visual statement—a language all their own.

Each collection was a reflection of what was happening on the streets, in music, and in culture. Getabbe did not follow trends it absorbed and reinterpreted them.

diegetabbe — The Brand Today (October 2024)

In October 2024, in California, the most significant transformation arrived. diegetabbe was born as the most mature, defined, and focused iteration of everything that came before it—a fashion and streetwear brand with a distinct identity, built for those who live and breathe the city, its culture, and its movement. Offering high-quality yet accessible apparel, diegetabbe struck the perfect balance between aesthetics and functionality: clothing that looks good, feels good, and makes a statement.

Today, diegetabbe is not merely a Mexican brand. It is a brand with an international presence, distributing its garments and products across Mexico, the United States, Italy, and France; four markets, four cultures, one unified identity. From California to Paris and Italy, diegetabbe carries with it the spirit of its inception: authentic, urban, and constantly evolving.

What began as an idea on social media now crosses borders. And this is just the beginning.