The NaCo apparel company out of Tijuana, Mexico, created a unique line of clothing and accessories in the late 1990s and early 2000s. With its success in Mexico, the brand chose to extend its reach into the lucrative US market. The company\u27s focus on bicultural and binational images seemed a natural fit for a growing Latinx presence in the US. An analysis of the company\u27s successes and failures in the new market highlights the continued importance of borders as separators of visual economies rooted in national histories and imaginations. Additionally, their experience reveals the complexities within Latinx communities that can at once divide and unite them. This pushes back against prevalent discourses that tend toward homogenizing the political and cultural beliefs in these communities
