My name is Omar Sanchez. I was raised by two incredible immigrant parents — my father from Jalisco, and my mother from Durango, México. Everything I do is rooted in the pride I carry for my culture, my family, and the community that raised me.

VLR Lifting Co. isn't just a brand — it's a movement. It was born out of a need for something real. In a world where so many of us feel unheard, unseen, and underestimated, I wanted to build a space that amplifies the strength, pride, and unity of La Raza — and extends that love and support to all who need it.

This brand represents mi gente, my family, my friends, and all the people who know what it's like to work harder for every opportunity. It's inspired by the passion and heritage of Mexican culture, but our message is universal:

We don't judge by race or background — we judge by character, respect, and heart.

VLR is for the people. For anyone who's been overlooked, counted out, or discriminated against. For those who carry pride in where they come from and hope for where they're going. Our culture is Mexican — our mission is unity.

I create every design with amor, rooted in orgullo for mi raza. Every shirt, hoodie, and piece of gear is a symbol of where we come from — and how far we'll go, together.

To my family, my friends, and the entire VLR Familia — thank you. Thank you for believing, pushing, and building this dream with me. With your support, we're not just lifting weights —

we're lifting up our people.