Urban Native Era

Urban Native Era is an Indigenous-owned fashion brand founded in 2013 by Joey Montoya (Lipan Apache) with a singular mission: to make Indigenous peoples visible through fashion and design. What began as a movement — capturing the energy of Indigenous activism on social media — evolved into a full clothing brand built on the belief that style can be a form of advocacy.

Urban Native Era crafts minimal, timeless garments that carry powerful messages, from its iconic ‘You Are On Native Land’ hats and hoodies to collaborations with Indigenous chefs, national parks, and cultural institutions. Every piece is designed with an eco-conscious approach, and rooted in community — supporting Indigenous talent in modeling, photography, and design at every step.

Featured in Vogue and Cosmopolitan, worn on Reservation Dogs, and sold at REI, Urban Native Era is more than a clothing brand. It’s a movement you can wear.