Black-Owned Clothing Brand ‘Made in Dena’ Pays Homage to the Distinct Culture of Pasadena and Altadena

Made in Dena branded apparel and gear is a Black-owned business founded by local Jason Hardin to pay homage to the distinct culture of Pasadena and Altadena.

The business offers a variety of items such as t-shirts, hoodies and backpacks — even a fragrance, “Black Rose for Men.”

“Our designs are all based on the community. Everything we do is community based from the design to the locations,” said Hardin.

While the business was established prior to pandemic in 2015, it was during pandemic when the brand became more known to the community, he said.

“There were no sales coming in. Nobody wanted to buy a t-shirt or a hoodie with Covid going around. But I realized that the city was going to go mandatory with the mask. So I made a Made in Dena [mask], and that changed the game.”

“Everybody started to go to the website to get the mask. And when they saw the mask, they saw everything else we do.” 

At that time, people learned about what the business was doing for the community.

Hardin said Made in Dena helped produce the documentary film, “Pasadena: Exploring Solutions To Reduce Gang Violence” which provides an in-depth look into the gang world in the local community.

The film was created to start dialogue and prevent gang violence.

It also hosts free workshops on custom clothing for the youth to prevent them from becoming involved in gangs. 

“It was just actually a blessing in disguise, with the whole pandemic,” said Hardin.

As a Black business owner, he faced many challenges. Obtaining capital was one of them.

“I didn’t even consider obtaining funding. I didn’t want to go for a loan. I didn’t think I would get approved for any loan, whether it be because I’m Black, because I’m young, because I’m a minority, whatever it is, I didn’t want to apply for any loans because I just knew I wouldn’t get any grants.” 

He said navigating local permits and regulations was also challenging for small businesses, thus he urged the city to streamline processes and provide more accessible resources for startups and young entrepreneurs.

Hardin expressed hopes Pasadena will help provide affordable spaces for businesses and create more opportunities for local businesses to sell their products at low or no cost.

Additionally, he said offering incentives, grants, or opportunities specifically aimed at supporting Black entrepreneurs can help business owners. 

Hardin said he would love to see the development of an official “Pasadena Black Business District” as part of the City of Pasadena’s reclamation of the 710 Stub.

Collaborations with local artists and community organizations will greatly help small businesses like Made in Dena, according to Hardin. 

“Partnering with local events like art shows or cultural festivals could help us reach a wider audience. Initiatives like mentorship programs for aspiring entrepreneurs and collaborations with educational institutions could also contribute to supporting Black-owned businesses in Pasadena.”

He urged members of the community to continue supporting Black business owners by purchasing their products. “Participating in local markets, workshops, and community events helps create a thriving ecosystem for all businesses,” he said. 

For more information about Made in Dena, visit: https://www.madeindena.com/