Clothing That Starts a Conversation

Siblings Amaurys and Roselyn Grullon were born and raised in the Longwood section of the Bronx by Dominican parents. Amaurys simply states that growing up in the Bronx was “dope,” and while Roselyn agrees, she adds that she always wondered, “Why are things not as good here as they are in other places?” With this question in the back of their minds, they continued on with their lives in the Bronx.

Roselyn currently attends Parsons The New School of Design, majoring in fashion design. Amaurys graduated from the School of Visual Arts and received a bachelor’s degree in graphic design, going on to start a creative agency called Get Studios. As any budding entrepreneur would do, he created a five-year plan for himself. One note in the plan was to “do something for the Bronx.” However, he didn’t know what that might be.

In 2015, Amaurys and Roselyn first discussed doing that “something” for their borough. They both observed a lack of streetwear brands that represented the Bronx and its rich cultural heritage. At the same time, Roselyn was just beginning at Parsons. Their respective skills were certainly enough to start a clothing brand and their passion, equally profound. Yet they questioned if there would be enough of a market for their brand, Bronx Native.

The duo first felt Bronx Native’s potential in the beginning of 2017, when they were interviewed on BronxNet. Once their brand was broadcasted on live television, they decided to “go H.A.M.”, as Amaurys ecstatically explains. The brand’s rapid success can be traced back to the innovative marketing tactics Amaurys developed at his creative agency: Among these skills are media and design, video production, photography, visual language, branding, and marketing.

In light of their success, they both quit their jobs and devoted their full time and attention into developing the brand. Amaurys explains the brands founding ideology, “the Bronx is the best place on Earth. There is so much beauty, so much diversity, so much culture, so much history, and what we are doing is just putting that out there through creative means.”

Perhaps the most outstanding feature of their brand is its connection to the community. Bronx Native’s store is a vibrant, interactive space; visitors are encouraged to tag the walls, leaving their permanent mark on the space. The store has become more than a space for Bronx-inspired apparel; rather, they “wanted to create a cultural hub … a space for creatives, artists and entrepreneurs in the Bronx to utilize,” Amaurys explains.

Bronx Native works with local organizations and businesses to give back to the community, hosting events that are both cultural and community-based, ranging from open mic nights to comedy shows, to panels and information sessions. Tarana Burke, the founder of the Me Too movement, gave a talk at the shop last spring. Local city departments have hosted information sessions on how to interact with police and de-escalate situations. A recent event, “the Bronx Is Healthy,” with The Bronx Box CrossFit gym on Bruckner Boulevard, aimed to teach wellness, health, fitness, and nutrition. The event was a response to the borough’s standing as the least healthy county in all of New York, #Not62. As a catalyst for positive change, the brand aims to mitigate issues that Bronxites may encounter on a daily basis.

Amaurys and Roselyn, at 25 and 23, respectively, are two entrepreneurs among the borough’s many young creatives striving to use their talents to better the Bronx, for themselves and the future of the Bronx.

Bronx Native’s goal is to prove that the Bronx is a place where young artists and entrepreneurs can live and thrive: “Don’t think the scene is always just in Brooklyn,” says Roselyn. And to those Bronx residents who doubt they can do or be whatever they want in their own borough, Amaurys says, “Yes you can, dream big, make it happen, work hard and give back.” Another word of advice, something that Amaurys and Roselyn live by: “You can make it in the ’hood and stay in the ’hood!”

Bronx Native’s quintessential logo is a somewhat disheveled brick building. The design comes from a photo taken while the Bronx was burning; depicting an apartment building on Charlotte Street and Seabury Place. The building is long gone, as it likely burned to ashes. Following times of despair and ruin, Bronx Native embodies the burgeoning hope and pride within the Bronx, like a Phoenix rising from the ashes.

Favorite neighborhood eats?

El Valle, “the spot” for quick Hispanic food. Their favorite meal is the Mini Combo, consisting of rice, beans, and chicken. While the price has increased substantially over their lifetime, it is certainly their go-to for delicious Dominican food.

New Mamas Chicken and Pizza, “the chicken spot,” where you can find delicious fried chicken, and more. Bronx Native’s first pop-up shop was outside of this restaurant. They have known the owner their whole lives.