About us

“Firme Dept was born from the grind. I come from a family of immigrants — a place where nothing was handed to us, and everything we have came from discipline, values, and sacrifice. I learned work ethic from my parents. I was told early: if you want something bigger, you have to go get it.

This brand is about building something that lasts. Something that stands for those of us who weren’t given the crown — we earned it.”

— Edgar, Founder

Firme Dept is a Mexican-American owned streetwear brand rooted in purpose and pride. Our hats aren’t just accessories — they’re crowns for the culture. Every product represents hard work, heritage, and hunger to break limits.

What started as Gorra Firme — a collection of premium fitted hats designed for real ones — has grown into Firme Dept, a full lifestyle brand honoring our roots while building our future.

From our signature cultural headwear to limited edition tees and daily crownwear, everything we make is designed to rep who you are before you speak.

We don’t move for hype. We move for legacy.

We exist for a new generation of Latinos rewriting the blueprint — entrepreneurs, artists, creatives, and grinders who want more and move with vision. Firme Dept is more than a brand — it’s a community of leaders earning their spot at the table.

Shop the collection. Crown your mindset. And rep with purpose.