Cloth, Cannabis and Connection: Modem Is More Than a Fashion Brand

Denver is known for its views of the Rocky Mountains, 300 days of sunshine and western roots. It’s also known as one of the first states to legalize cannabis recreationally in 2014 and marijuana has been woven into the fabric of the city ever since. What could be missing? An authentic Denver brand that is both elevating and modernizing the fashion scene in the city. 

Streetwear brand Modem, founded by Latino (Tino) Sanchez and Tommy Brown, is aiming to fill that gap. Both founders lamented the lack of “staple” Denver stores outside of the big outdoors brands or food chains that are more profit-oriented than people-oriented.

Brown (left) and Sanchez (right)

There is a common understanding in Modem of the dangers that come with performative capitalism, particularly the type that leans on minorities or marginalized people. “We’re going to stand for what we stand for, we’re not going to change based on what the trends are. Modem is for the people, by the people,” said Sanchez. 

Both founders emphasize the importance of the communities around them and the activism they have seen. “Of course, we need to support Palestine.” emphasized Sanchez, “My mom was an activist, my name is Latino for a reason.”

With their naturally creative instincts, the two asked themselves, “what’s missing in our closet that we can make?” Following this question, Modem emerged and melded with the duo’s larger intentions. Both founders yearn to bring the community together while creating dope streetwear pieces that convey a message. The evolution of the company with time has been striking and organic. 

“What started as a streetwear brand has turned into more of a skate company, more community-based and now a whole fucking project of undertakings and shit we want to do,” said Brown. 

With this exciting journey has also come lots of hard work and sacrifice. Sanchez and Brown have both worked in the cannabis industry for over a decade, Brown as a master grower, putting in extensive hours on their jobs while then coming home to follow their passion project each night. This interaction with the cannabis industry defined the pair’s ability to build a business on a larger scale. 

Brown followed a fashion journey of his own originally in shoe design, even working with the Shoe Surgeon for some time. He started a family and developed his passions in a new light as he grew with his children. 

Sanchez received his degree in ethnic studies and previously worked with various fashion brands, including Lowkey Industries, run at the time by his good friend Drew. 

Following the devastating passing of Drew due to an overdose, Sanchez felt a calling to redefine the fashion space in Denver, taking what he had learned from Drew and combining his passions as an activist. Alongside Brown, Modem formed in 2022 as an authentically Denver brand. 

“Picking up where Drew left was like storytelling through cloth,” said Sanchez. Then, the task at hand was determining “how can we make Modem something bigger because we are from the city and we need to do something that’s based here.”

Both Brown and Sanchez experienced the rise of the cannabis industry in Denver firsthand and watched how it put the city on the map. Optimistically, they noticed that in industries like fashion, brands still have opportunities to dominate the city. Bigger than any business goals, Brown and Sanchez’s real focus is making a difference in the place they call home. 

“We have to make sure we can take over at home first,” said Brown. “It has to be impactful enough so when we go somewhere else, we can look back as a resumé and be like, ‘look what we’ve done in our home.’”

Now two years in business, Modem is focused on growth and community involvement through frequently hosting events. Most often, the events involve friends performing skate tricks, relaxing with joints or drinks and getting to know the people of the city. 

“It still feels very underground,” remarked Sanchez fondly. The authenticity present in the community shines through in these events, where creatives come to skate, work on photography or videography skills, relax and bond. 

With this optimism about the business side of Denver comes realism as well. “We’ve seen so many people get burned out because they want to build something fast,” Brown emphasized. “We are making the sacrifices needed and taking our time to make this brand.”

“We realized we have sold over 1,000 pieces, and that’s pretty crazy to think about,” Brown remarked. “Modem is out there, even for the people who have no idea who we are.” 

In a sense, each wearer of Modem does know Brown and Sanchez due to the honesty involved in their designs. The brand is aimed at those who are wearing Modem for a reason, whether it be to get involved in the brand’s community, for style purposes, or to share the important messages of activism, perseverance and connection that serve as the foundation of the brand. 

With the building of community, both Brown and Sanchez recognize the power they hold and the influence they are building. Naturally, this platform that Modem is forming can be used to aid radicalization with the community in mind. Sanchez utilizes his background in ethnic studies to tell stories through clothes, spreading a message that change starts both within your circle as well as within yourself. 

“Revolution is for yourself,” Sanchez explained. This important concept, of holding individuality while also working for your community is complex. This manifests within the brand physically in the way that each member of the Modem team has their distinct style. 

“Everyone wears Modem differently,” Brown insisted. The open and thoughtful conversations held by Brown and Sanchez further expose their abilities to be thoughtful and observant. Modem’s founders pay serious attention to detail, life and their philosophies. Now in 2024, it’s all starting to pay off. 

With a focus on sustainability, longevity, connection and growth, Modem offers Denver something that The Mile High City may be missing: something that we can call ours. 

This February, Modem will be hosting a Heart Break Club event, bringing people together on Valentine’s Day. Be on the lookout for information about this event to become part of the Denver Modem community.

All photography by Abby Schirmacher and Victoria Glidden with models Kobe Wright and DJ Don P. Photos were taken at Pon Pon bar or in art exhibit Pressure Cooker by Kate Gonda and Steven Meyers.