Joey Montoya

Joey Montoya is the CEO and Founder of Urban Native Era, an Indigenous-owned fashion brand and company with a mission to create a vision and voice for 7th generation Native America.1 Here are some key details about Joey Montoya:

Background and Heritage

Joey Montoya is Lipan Apache from Texas, but was born and raised in San Francisco, California.2 He currently lives in San Jose, California, where he studied advertising and graphic design at San Jose State University.24

Urban Native Era

Montoya founded Urban Native Era in 2012, inspired by the Idle No More movement in Canada.13 The company began as a way to spread awareness about Indigenous issues through social media and later expanded into apparel in 2013.1 Urban Native Era focuses on:

• Reclaiming traditional knowledge and identity for Indigenous people
• Bringing awareness to Indigenous culture and contemporary issues
• Creating fashion and designs that incorporate elements of Indigenous culture

Approach to Design

Montoya's design philosophy for Urban Native Era includes:

• Initially using large graphic art pieces to highlight Indigenous issues
• Evolving to a more minimal approach with subtle yet impactful designs
• Creating pieces that are accessible to a broader audience while maintaining Indigenous identity3

Advocacy and Awareness

Montoya uses Urban Native Era as a platform to:

• Raise awareness about issues affecting Indigenous communities, such as Missing and Murdered Indigenous Women
• Challenge stereotypes and cultural appropriation, as seen in the #IAMNOTACOSTUME campaign
• Promote and support other Native entrepreneurs1

Joey Montoya sees fashion as a powerful tool for cultural expression and empowerment within Indigenous communities, believing it will continue to play a significant role in Indigenous gatherings and events.3