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About
Our Story
Lechuga was founded with one clear purpose: to show what’s possible when community comes first. From the beginning, Leticia Magaña wanted to start her brand by highlighting the power of a solid group of friends-women who show up, support each other, and stand strong together. That vision came to life on March 8, 2024, when Lechuga launched its first campaign by THROWING UP THE W in honor of International Women’s Day. More than a product drop, it was a celebration of the people who had been part of Leticia‘s journey from day one.
From that moment, Lechuga evolved into more than just a brand, it became the home for her ideas Leticia had been holding onto for years-designs and pieces inspired by culture, personal history, and that same spirit of loyalty and connection.
Lechuga is about building timeless pieces meant to be worn, lived in, and passed on.
Every March 8th, Lechuga continues to honor its beginnings, THROWING UP THE W as a tribute to women everywhere while staying true to its roots in community, creativity, and purpose. Lechuga invites you to join in, year after year, as we throw up the W and celebrate what it truly means to stand together.
THE FIRST LECHUGA HAT
A classic trucker hat, reimagined in bold red to reclaim the color for the culture. Mujeres means “woman,” a word that carries strength and generations of power. This hat is a tribute to that legacy. Like every piece from Lechuga, it’s rooted in identity, self-expression, and heart, made for those who wear their story with pride.
EVERY STITCH IS MADE WITH AMOR
Each Lechuga hat is personally reworked by founder Leticia Magaña. She hand-stitches the serape string and carefully selects every phrase, some bold, some playful, to reflect identity and spirit. Using a mix of puff print and embroidery, Leticia brings each word to life. The unique nature of the fabric means each hat will have its own distinct look. Variations and irregularities are intentional and part of the design. Every detail is crafted by hand and made with love. Custom designs are also available for those who want something truly personal.
Leticia Magaña
Lechuga is more than a fashion brand. It’s a reflection of heritage, personal passion, and the creative communities that have shaped its founder, Leticia Magaña.
From a young age, Leticia was drawn to clothes, not just to wear them, but to reinvent them. She spent hours thrifting, collecting vintage pieces, and transforming them into something uniquely her own.
That early love of fashion eventually led her to New York, where she sold her curated vintage finds at the once iconic Hell’s Kitchen Flea Market and was mentored by a fashion industry veteran. There, she gained a hands-on education in both the creative and business sides of the industry. After returning to Los Angeles, she and her sister opened a boutique named icia, a meaningful milestone that laid the foundation for her next chapter: Lechuga.
Lechuga is where memory, style, and intention meet. The brand begins with hats—Leticia’s longtime signature—but it's only the start of a broader creative vision.
Now a mother and wife, Leticia brings deeper purpose and joy to everything she creates. Parenthood, along with the everyday love she shares with her pets, reminds her that loyalty, creativity, and the little moments are what truly matter.
Each piece from Lechuga is made with that spirit—rooted in where she’s from and inspired by where she’s going.
I cant wait to make your hat
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want to give a gift?
Spread the love of shopping with a web gift card. Available in a range of values and can be used for any Lechuga pieces.