Every year from September 15 to October 15, communities across the country honor the history, heritage and everyday impact of Latino culture. At WSS, we've grown alongside Latino families and neighborhoods for more than 40 years. That's why we're marking Latino Heritage Month 2026 with SOY: Style. Orgullo. You.
SOY is our campaign about identity and self-expression. It celebrates how culture comes to life in the way you dress and in the people you share it with. It's also packed with collaborations we think you're going to love.
Why Do We Celebrate Latino Heritage Month?
The mid-September start date coincides with independence days across Latin America. For WSS, the timing lines up with something closer to home too: the communities we've served since day one.
You might also hear it called Latinx Heritage Month or simply Latino Month. Whatever name you use, it means something personal to us. WSS opened its doors in Los Angeles in 1984, and many of our first customers were Latino families shopping for school shoes, work boots and weekend sneakers.
Four decades later, those families are still at the heart of who we are. We've grown to nearly 100 stores nationwide, but we've stayed a neighborhood retailer, offering trusted brands at prices that make sense for real budgets.
Latin American culture has shaped our stores as much as our stores have served the community. That's why this celebration isn't simply a seasonal promotion for us. It's part of our story.
The Latino Heritage Month 2026 Collection at WSS
This season, SOY brings together brands with deep roots in the culture our customers live every day. Here's what's dropping for Latino Heritage Month 2026.
Lugz x Modelo: September 21
Lugz puts a fresh spin on its classic boots with Modelo-inspired branding and details. Two recognizable names come together in an everyday silhouette built for real life. Standouts include the LUGZ Modelo Toro - Mens and the rugged LUGZ Wilderness Men.
Kappa x Modelo: September 28
This drop takes fútbol culture from the pitch to the street. The lineup includes hats, jackets and jerseys that blend Kappa's sportswear heritage with Modelo's love of the game. Sport-inspired fits make each piece ready for match day or any day.
WSS Athletic x Umbro by Steven Mena : October 1
We're rounding out the season with WSS Athletic x Umbro by Steven Mena, another collaboration rooted in fútbol and street style. Keep an eye on WSS stores and online for the drop.
More New Collections
The New Era x Bella Doña x Betty Boop Dodgers collection brings L.A. fandom and fashion together in one collaborative drop. WSS will also launch Día de Muertos collections from adidas, Timberland, Vans and Pro Standard, inspired by the tradition and meaning of the holiday.
Celebrate Latino Heritage Month 2026 With WSS
Through SOY, we're celebrating the connection we've built with Latino families and neighborhoods over the years. It's also our way of bringing customers products and collaborations that feel true to how they live and show up as themselves every day.
Throughout Latino Heritage Month 2026, you'll see SOY come to life in stores and through voices from our community. It all comes down to one simple invitation:
SOY familia. SOY comunidad. SOY estilo. SOY futuro.
Ready to find your look? Shop the Latino Heritage Month collection and celebrate what makes you, you.