WELCOME TO THE DENAVERSE
More than just a clothing brand, MADE IN DENA is a movement rooted in Pasadena and Altadena pride. Every design we create tells a story — of community, culture, and resilience. From our signature collections to custom apparel for schools, teams, businesses, and families, we deliver fast turnarounds, no minimums, and free local delivery.
When you wear MADE IN DENA, you’re not just putting on clothes — you’re representing where you’re from and keeping your dollars in the community.
👉 Shop our collections or create your own today.
MADE IN DENA "DENAWOOD" T-Shirts
With countless past and present big-budget movies and television shows being filmed here year-round, DENA has set the scenes in many of the industry's biggest productions. Appearing in everything from Gone With the Wind to Snowfall, "DENAWOOD" is definitely another fitting nickname.
Official MADE IN DENA Backpacks Are Here!
Just in time to prepare for the new schoolyear, we have launched an entire line of stylish high-quality backpacks that look incredible by themselves but even better worn with your favorite MADE IN DENA gear. Click here to check out the entire collection!
MY FIRST HUSTLE: From A Boy To A Boss
Authored by the creator of MADE IN DENA, Jason Hardin, My First Hustle: From a Boy to a Boss is a powerful story of resilience, determination, and the grind it takes to turn dreams into reality. Rooted in the heart of Pasadena, this book is packed with raw experiences and life lessons that inspire readers to embrace their hustle and define their own success. Available now—grab your copy and start building your legacy!
REPRESENT IN STYLE
"MADE IN DENA is a tribute to all of the incredible individuals, landmarks, organizations, businesses, traditions that call Pasadena, Altadena, & South Pasadena their home! Inspirational, influential, and independent, this community has a culture of creating greatness, so let's always represent that culture...and represent it in style."
- JASON HARDIN
Creator, Designer, & Owner
DON'T JUST SUPPORT US.
SUPPORT ALL GOOD THINGS DENA!
Patronizing local small businesses and self-employed service providers from our neighborhood is a great way to help keep our community strong and striving, especially during this pandemic. Call a handyman, hire a dog walker, take those clothes to the cleaners, or just grab a sandwich from a corner coffee shop. These are just a few ways we can help keep families eating, our neighborhoods healthy, and access to quality goods & services.
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