Proudly of California in Every Step
A brand that believes in tradition and the power of community
Wear Your Heritage with Pride.
El Alacrán Dorado is a brand born in Hermosa Beach, California. Founded by Fred Reyes, it started as a tribute to his hometown with a signature coffee blend, inspired by the hardworking spirit of the cowboy lifestyle and culture .
Every product it’s a celebration of culture, resilience, and the unbreakable bond to our roots. Wherever life takes you, let your style tell the story of your pride and passion.
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Learn about its history, meaning, and how it has become an emblem for paisanos abroad.