Ghetto Friends“No Todo Es Oro” SS25 Runway Show
Two lines wrapped around the block in both directions from Mexi, a Mexican Restaurant hosting Ghetto Friends’ SS25 runway show, and had all of New York’s young creatives on edge for the moment to be let in. People seemed to be spilling out of the entrance in the congested vicinity before they were even let in. Pictures were snapped, Instagrams were exchanged, and random conversations were sparked up with strangers next to you to make the time pass. After some time, the door person and security stepped out to welcome those on the list with drink tickets first leaving little room to allow those that RSVPed in the 150 people capacity venue. Moments later, the spot lights turned out and the crowd was positioned accordingly. Everyone went silent as the first model made a striking appearance.
For their collection No Todo es Oro, Ghetto Friends drew inspiration from the film Blood In, Blood Out, using its themes of brotherhood and loyalty to frame the collection. “The story behind a brotherhood is like growing up strong together, and then sometimes you separate,” Elias explained, reflecting on how life can pull people apart. This narrative resonated with their team, where they’ve managed to stay connected despite growing responsibilities. “We’re really young and responsibilities come through,” he continued. “One could go work somewhere else, one could go look for another career because shit is getting serious, but we’re still keeping it together.” The collection title itself, meaning "Not All That Glitters is Gold," encapsulates their message that success and brotherhood have deeper, less visible layers.
The brand is proudly Mexican, with both brothers, Elias Zepeda (21) and Noe Zepeda (23), born in Mexico and raised in Queens, New York. The collection’s concept revolves around a blend of punk, grunge, and streetwear, layered with Mexican cultural references. The SS25 show featured a Mexican restaurant, Mexi, as its venue, Chicano movie dialogue, and an Argentinian punk soundtrack, creating a fusion of cultures. This unique approach allowed them to blend grungy aesthetics with the rich history of their heritage. Drawing inspiration from Latin punk bands such as Banda Bostik, Charlie Monttana, and Rodrigo González, they crafted a style that stems from their experiences but also flexible enough to evolve.
The collection features a wide range of looks, from distressed jeans and workwear to more polished, tailored outfits. Sponsored by Adidas, models strutted the narrow runway in fresh pairs of sneakers sporting one of a kind couture mixed with ready to wear shirts. Some shirtless, some shoeless. All delivering a vision specific to the Mexican-American upbringing many can relate to. Their design philosophy embraces diversity and fluidity, reflecting their personal growth and changing tastes. The models for the show were chosen based on confidence and a raw look. Ghetto Friends weren’t searching for typical cookie-cutter people but for those who embodied a blend of rustiness and clean, emphasizing height and unique presence diverting from traditional beauty standards.
Their creative process is deeply hands-on. “We didn’t go to school for fashion, so we learned pattern-making in our own way,” the brand explained, highlighting their self-taught journey. They emphasized how control over every aspect of production has shaped their unique approach. “We don’t send it out. We don’t do tech packs. We literally have 100% control of our design.” They described a particularly difficult pair of shorts that went through eight different samples before they finally got it right. For them, the focus isn’t on achieving the perfect silhouette from the start but rather on refining their designs inside the clothes, ensuring they reflect the depth and character they envision.
Photo by @alienarleth
The movie Blood In, Blood Out also holds a personal significance for the brand, as it mirrors their dynamic. Elias, Noe, and Barrio, the core trio behind Ghetto Friends, see themselves in the movie's portrayal of three brothers navigating the challenges of life. Growing up in Roosevelt, a largely unrecognized neighborhood, they channel the daily grind of their environment into their designs. The brand, founded in 2017, was born out of a love for fashion, music, and art. “I sleep, eat, breathe that shit” Noe spits. What began as a personal project to create clothes they wanted but couldn’t afford evolved into a full-fledged fashion label. “Starting the brand wasn’t even planned,” he adds, explaining how it all started with them distressing their jeans for personal fits. “I was making jeans to match my shoes, and then people at school started asking, Can I buy this off of you?” That’s when they realized they could turn it into a brand.
Following the show, the after party began with a live DJ and Mexi serving drinks, allowing the rest of the line in. Ghetto Friends’ approach to fashion continues to evolve, and their future collections promise even more diversity in styles. The focus has always been on self-expression and individuality—designing clothes for themselves first, which then naturally attracted a following. Ghetto Friends pursue whatever creative direction speaks to them in the moment, whether it's sportswear, grunge, or something entirely different. With few brands representing the culture, Ghetto Friends puts Mexican Americans at the forefront. “No Todo es Oro” captures their philosophy perfectly—authentic, raw, and true to their roots.