2024
Background
My family is originally from Michoacán, Mexico, right in the heart of the mountains that host El Rosario, one of the world's largest Monarch Butterfly reserves. Growing up, even though we never made it to El Rosario itself, I'd see these beautiful creatures dancing along the trees whenever we visited.
Over the years, watching their population decline hit hard. Pollution, climate change, and habitat loss—especially driven by fast fashion—were wiping them out. That's when it clicked: what if the problem could become the solution?
Core problem
Fast fashion is killing pollinators. Monarch butterfly populations have plummeted, threatening ecosystems that depend on them. I needed to create a brand that didn't just talk about sustainability: it had to prove it was viable, profitable, and purpose-driven.
I founded MNRCH LGCY (Monarch Legacy) with one mission: Sustain The Reign of pollinators while building a legitimate D2C clothing brand.
Visual Identity:
I designed the logo to capture the monarch's iconic orange and black, but ditched the predictable symmetrical butterfly. Instead, I created an abstract, almost Möbius strip design, representing the continuous cycle of conservation and fashion working together.
Business Validation:
I entered the NIU De La Vega Incubator and Pitch Competition, competing against 25+ startups. This meant:
Attending specialized business workshops
Analyzing go-to-market data and pricing strategies
Building financial projections and rehearsing my pitch relentlessly
I also launched a Shopify storefront and sold at NIU CAUSE Campus Creator Markets to test real customer demand.
Results and Impact
Secured 4th place at the NIU De La Vega Pitch Competition
Generated $500+ in revenue through campus market sales and online orders
Increased brand recognition by 19% through cohesive visual identity (Adobe Creative Cloud)
Validated the business model with real customers willing to pay for sustainable fashion
The biggest lesson? Structure and preparation drive results. What started as a personal connection to my heritage became proof that purpose and profit can coexist.