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Garcia: A New Mexico state of mind

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Despite what sometimes comes across in the media, Albuquerque is home to a lot of people who absolutely love to live here and exude local pride with every fiber of their being.

Becca Garcia-Dickson and Danny Dickson 鈥 native Burque帽os who have been married for 10 years, own a business called Duke City Brand and happen to be a part of my family 鈥 are those people.

I would also consider myself to be in that group because I have loved growing up in New Mexico and can鈥檛 imagine life without Land of Enchantment sunsets and chile cheese fries 鈥 but my local pride pales in comparison with the Dicksons鈥.

If their New Mexican pride, particularly their Burque帽o pride, could be measured on a scale of 1 to 10, it would most definitely break the scale and hit about 505.

Duke City Brand's signature logo on a sweatshirt at Albuquerque International Sunport in February.

鈥淲hat I love about Albuquerque is it鈥檚 home,鈥 Garcia-Dickson, a cousin of mine on my dad鈥檚 side, said as we chatted late last month.

She moved to Austin, Texas, to pursue her dream of being a singer and performer when she was 21 years old, but missed the Sandia Mountains and New Mexican food almost instantly.

鈥淚鈥檝e seen those mountains all my life. I鈥檝e seen them pink all my life, and still, it鈥檚 like magic every time I see it. Every time I go to Balloon Fiesta, it鈥檚 still magic. Every time I eat a sopapilla, it鈥檚 magic,鈥 Garcia-Dickson said, tearing up. 鈥淭here鈥檚 just something special about Albuquerque that you won鈥檛 find anywhere else in New Mexico, and I鈥檓 just proud. I鈥檓 proud to be from here.鈥

That Albuquerque magic is what Garcia-Dickson and Dickson have tried to capture through Duke City Brand 鈥 an Albuquerque-centric business that sells premium, locally made and vintage minimalist apparel sporting the city鈥檚 nickname, as well as biscochito-scented candles that come in the form of up-cycled Sadie鈥檚 of New Mexico salsa jars.

Duke City Brand was one of several local businesses the Albuquerque International Sunport selected to start selling their products at the airport a few weeks ago.

To be included was 鈥渁 dream,鈥 Dickson said, because that鈥檚 where it all started. As frequent travelers, they often found themselves at the Sunport, which Garcia-Dickson said is her favorite because of its local character. While also a fan of the airport, Dickson always felt something was missing from the New Mexico-themed apparel on display.

鈥淚 said it so many times that finally, she was like, 鈥榃hy don鈥檛 you make something better?鈥欌 Dickson said.

Duke City Brand shirts on display at The ABQ Collective in Albuquerque on Wednesday. The business also sells sweatshirts, hoodies, hats, onesies and candles.

He accepted the challenge and, in 2023, he started designing a logo centered around the words 鈥淒uke City鈥 鈥 referencing the Spanish nobleman that the city was named after in 1706 and the city鈥檚 former minor league baseball team, the Albuquerque Dukes.

Dickson felt the nickname would serve as a conversation-starter, allowing him and others to educate people about Albuquerque. He was right. When they started the business, I 鈥 originally from Grants, roughly an hour west of Albuquerque 鈥 remember asking my dad, 鈥淲hy is Albuquerque called the Duke City?鈥

Becca Garcia-Dickson, co-owner of Duke City Brand, displays one of the business鈥 popular hats at their shop inside The ABQ Collective on Wednesday. Albuquerque鈥檚 nickname is a focal point for the business鈥 designs.

Their signature logo also displays Albuquerque鈥檚 founding year and three stripes featuring colors that Dickson pulled from a photo of an actual New Mexico sunset.

With Dickson鈥檚 background in web development and Garcia-Dickson鈥檚 experience with consulting and helping other owners grow their businesses, the pair decided to launch the business through a website, originally dubbed Shop Duke City, in 2024.

What started as an online side-hustle eventually grew to participation in local markets. The connections made at those markets then opened doors at Sadie鈥檚 of New Mexico鈥檚 Fourth Street location, Retail Therapy in Nob Hill, the Sunport, New Nuevo鈥檚 online store 鈥 and now, The ABQ Collective.

Duke City Brand officially opened its own dedicated shop inside the Collective 鈥 a local, small business hub at 1321 Eubank NE 鈥 last week.

鈥淚t鈥檚 been so surreal,鈥 Garcia-Dickson said. 鈥淚t鈥檚 such an honor.鈥

The journey has been anything but linear, however. On top of navigating the ins and outs of Albuquerque鈥檚 retail landscape and building a small business from scratch, the couple was also dealing with health hardships as Garcia-Dickson had to undergo two major surgeries last year.

鈥淚 was pretty limited with what I could do,鈥 Garcia-Dickson said, adding her only goal while nearly bedridden was to keep the business鈥 Instagram alive and stay connected to the community.

The community showed up, she said, allowing her and Dickson to truly see what it looked like to be on the receiving end of the 鈥渟upport local鈥 ideology they themselves have preached and lived by for years. As soon as Garcia-Dickson was on the mend, the pair hit the ground running.

Now, they鈥檙e seeing orders from across the country and seeing random people wearing their clothes on the street 鈥 moments Dickson said are 鈥渧alidating鈥 that they are on the right track.

Garcia-Dickson said the journey has felt 鈥渕eant to be,鈥 or 鈥 as our grandma Grace might put it 鈥 like God鈥檚 hand was in it from the start.

Looking back, Garcia-Dickson also credits the service-hearted spirit of her late mother and some final words of wisdom from our late grandpa 鈥 鈥淧apo Jess鈥 鈥 with shaping the journey and keeping her going through the peaks and valleys it brought.

鈥淗e was just sitting there talking to us, and he鈥檚 like, 鈥榊ou just got to get to work. You got to stop being scared and just go out and do it,鈥欌 Garcia-Dickson said. 鈥淪o even though we鈥檙e scared more days than we鈥檙e not while doing this business, those words just really stuck with me.鈥

Our Papo鈥檚 work ethic and stories of growing up as what family members often describe as 鈥渁 real cowboy鈥 on a ranch have inspired me to do several things while scared, too 鈥 from singing in front of people to even this very job.

I can only imagine how he鈥檇 feel to see us now.

Becca Garcia-Dickson and Danny Dickson, owners of Duke City Brand, are pictured in their new shop at The ABQ Collective on Wednesday. The shop, their first dedicated retail space, opened that same day.

For the Dicksons, the hope is that their courage will help other local business owners to also not be afraid and to be a vessel for carrying New Mexico culture forward and shining a light on all that makes the Land of Enchantment beautiful.

鈥淚f you do just listen to the news, you hear how poor New Mexico is, how bad we are in education and all these things,鈥 Dickson said. 鈥淭here鈥檚 a lot of things to be proud of, too.鈥

Well said, familia. I鈥檓 proud to be a New Mexican, proud to be a Garcia and proud to be related to people like you two.

Kylie Garcia covers retail and real estate for the Journal. You can reach her at kgarcia@abqjournal.com.