WELCOME TO THE DENAVERSE
Welcome to MADE IN DENA, where Pasadena and Altadena's spirit is poured into every thread of our creations. Our brand is a tribute to the diverse energy, deep history, and boundless creativity that define our community. From stylish streetwear to functional and fashionable accessories, each piece in our catalog is designed with a commitment to sustainability and local pride. Dive into our diverse offerings, celebrating the unique charm & culture of "Dena" – all while embracing a lifestyle of innovation and classic style. Whether you're a lifelong resident or a new admirer of our neighborhood, discover how our products bring the spirit of Pasadena and Altadena into the everyday.
TOP SELLERS OF THE SEASON
The MADE IN DENA Cali Cola Vegan Letterman Jackets
With the weather cooling off, it’s the perfect time to grab Made in Dena’s jackets and coats. Stay warm in style with our Cali Cola Vegan Letterman, a modern classic crafted from premium vegan materials. Durable, stylish, and full of Dena pride—gear up and represent!
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!
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.
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.
WANT SOMETHING CUSTOM & ORIGINAL?
Are looking for the perfect outfit to match your crazy new shoes? Do you see a design you like and wish it came in the colors of your favorite team? Well, look no further, because MADE IN DENA & HARDWEAR APPAREL has you covered. We can create custom color combinations, personalization, and can even create apparel with your very own design for your brand, team, business, or organization. For more information or to place your custom order, call/text (636) 336-2624 or email hardwayenterprisellc@gmail.com.
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