Hello Walnut Creek!
What started as an idea between 2004 Las Lomas graduates Jeff and Sean has grown into a nationally recognized lifestyle apparel brand sold online and through retailers across the country. With the Walnut Creek Art & Wine Festival returning this weekend, and Father's Day just around the corner, it felt like the perfect time to share the story behind one of Walnut Creek's own success stories. After all, the 2019 Art & Wine Festival was one of the very first events where Baja Llama introduced itself to the local community.
For readers who haven't heard of Baja Llama, what exactly is the brand?
Baja Llama is a travel-inspired lifestyle apparel brand that creates unique button-ups, graphic tees, swimwear, golf polos, and other adventure-ready clothing. The brand was built around the idea that life is more fun when you're exploring new places, meeting interesting people, and collecting stories along the way.
Many of our designs are inspired by real destinations we've visited, from the deserts of the Southwest to the beaches of South America and towns throughout Europe and Asia. While we're proud of the products, we've always believed we're selling more than clothing. We're encouraging people to embrace adventure, stay curious, and #FightAgainstBoring. If one of our shirts helps spark a conversation or reminds someone to book that trip they've been putting off, we've done our job!
How did Walnut Creek locals end up building a nationally recognized apparel company?
Honestly, we didn't set out with a grand master plan. Jeff and I grew up in Walnut Creek, attended Las Lomas High School, and simply wanted to build something of our own. Bianca later joined the team and has helped grow the brand through storytelling and community-building.
Like many small businesses, the early days meant doing everything ourselves. We packed orders, answered customer emails, shot photos, attended events, and learned through plenty of mistakes. Over time, customers connected with the products and the brand's personality, which helped us grow beyond the Bay Area.
Today, Baja Llama has customers across the country and wholesale accounts nationwide. While the brand has grown nationally, its warehouse and core team remain based right here in Walnut Creek. We still focus on creating products we'd be excited to wear, building a company we're proud of, and inspiring people to get out there and collect stories of their own.
What role did Walnut Creek play in your early journey? You participated in the 2019 Art & Wine Festival. What do you remember about those early days?
Walnut Creek played a huge role in our story because it's where everything started. We all grew up here, went to school here, and built many of our first relationships here. Long before we had wholesale accounts or customers around the country, we were building the website at the library and simply trying to get people in our hometown to take a chance on a new brand.
One of our earliest milestones was participating in the Walnut Creek Art & Wine Festival in 2019. At the time, we were a very small company with a booth, a handful of products, and a lot of optimism. We spent the entire weekend talking to people, hearing feedback, and watching complete strangers connect with something we had created. It gave us confidence that there might be something bigger here. Looking back, those grassroots events taught us lessons that still shape how we run the company today.
What have been the biggest challenges of competing in the apparel industry?
The apparel industry is incredibly competitive. Every day, thousands of brands are fighting for the same customer's attention. It's easy to design a shirt. It's much harder to build a brand that people remember and trust.
One of our biggest challenges has been staying true to who we are while constantly adapting to changes in consumer behavior, advertising, supply chains, and retail. Trends come and go quickly, and if you're not careful, you can spend all your time chasing what's popular instead of building something lasting.
We've also learned that growth doesn't happen overnight. Building a brand requires patience, consistency, and a willingness to learn from mistakes. The challenges are constant, but that's also what makes entrepreneurship rewarding.
Tell us about the Baja Llama Prison Bus
Big Bertha might be one of the most unexpected parts of our story. Years ago, we purchased and converted an old 40-foot prison transport bus into a rolling Baja Llama adventure vehicle. Most people would have probably bought an RV to relax in. We went in a slightly different direction.
The bus became a symbol of the brand's personality: adventurous, unconventional, and always ready for a good time. We've used it for road trips, events, content creation, and plenty of memorable experiences along the way.
More than anything, the bus represents the idea that adventure doesn't have to be perfect. Sometimes the best stories come from taking the road less traveled, embracing a little uncertainty, and saying yes to experiences that most people wouldn't even consider. That's always been part of the Baja Llama spirit.
What advice would you give a Walnut Creek student or aspiring entrepreneur who wants to build something of their own?
Start before you feel ready. One of the biggest mistakes aspiring entrepreneurs make is waiting for the perfect time, perfect plan, or perfect set of circumstances. The truth is, those things rarely exist. Most successful businesses are built by people who were willing to take action before they had all the answers.
We certainly didn't know exactly what we were doing when we started Baja Llama. We learned by trying things, making mistakes, adjusting, and continuing to move forward. Every challenge taught us something valuable, and still does.
I'd also encourage people to think long term. Building something meaningful takes time. Focus on getting a little better every day, surround yourself with good people, and don't be afraid to take calculated risks. Never give up and always show up with a good attitude. You never know where one small idea might lead ten years down the road.
What's next for the company?
We're excited about what lies ahead. On the product side, we're continuing to release new collections and styles throughout the summer, while also working on future designs inspired by upcoming travels and adventures. Some of our best-selling products have come from places we've visited, people we've met, and experiences we've had along the way, so we're always looking for new inspiration.
Behind the scenes, our wholesale team is currently traveling across the country showcasing our Spring 2027 collection to retailers and introducing the brand to new stores and communities. It's exciting to see how far the brand has come from our early days while still maintaining the same adventurous spirit that got us started.
Most importantly, we're trying to enjoy the journey. Building a business is rewarding, but so is living a life filled with experiences, friendships, and stories worth telling. That's always been at the heart of Baja Llama. We'll keep creating products, collecting inspiration from around the world, and doing our best to Fight Against Boring every step of the way.
Baja Llama's journey proves that big ideas don't have to start in Silicon Valley or New York. Sometimes they begin right here in Walnut Creek. As a thank you to Walnut Creek Digest readers, Baja Llama is offering 25% off sitewide with code WCD25, just in time to pick up a Father's Day gift or gear up for your next adventure. Whether you're shopping for Dad or treating yourself, they’ll appreciate the support from our hometown community.
Shop for gear: www.bajallama.com
Follow them on IG: @bajallama
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