It seems that at least some of the items in the clothing line are being manufactured in a federal maximum security prison in Mexico from where El Chapo escaped in 2001.
According to IM Intermoda, it brings together "national and international designers, producers, distributors and buyers to exhibit and acquire the most remarkable trends of the season".
Alejandrina Guzman posted a report on Facebook on a reporter who was doing an interview on the stand, which includes satin bomber jackets, hoodies and accessories. A black and gold image of his father is engraved on one of the walls of the cabin.
His father has long enjoyed a reputation at Robin Hood, but even in this regard, the company's website describes his father in glowing terms, even mildly, calling him "the only one". Everyone's friend, "volunteer leader" and "a humble orange salesman goals and great ambition."
"Around the world, he is known as the CEO of Sinaloa or the Lord of the Mountains, he is the unique and legendary 701," says the site.
Dentist and model Enrique Flores is pictured on the company's accounts wearing a "The Lord of the Mountains" hoodie and ripped jeans. On his personal Instagram account, Flores, better known as Chocho Loco, wrote on July 4 that he was taking part in a photo shoot for Alejandrína Guzmán's new clothing brand, named after his father .
A video on the Facebook page of Alejandrina Guzman, claiming to have come from the Civil Association Alejandrina Guzman, shows the hands of a prisoner cutting leather, engraving it and engraving it with the logo. A caption on the video identifies the man as being "Juan N.", an inmate of the federal prison of Puente Grande, outside Guadalajara.
Alejandrina Guzman's Facebook publication says that providing work and reintegrating prisoners into society will be one of the main goals of the clothing company.
Although Alejandrina Guzman has regularly invoked her father in marketing materials, it is unclear whether she has her blessing for the clothing line.
"I am very excited to start this project, which is based on the ideas and concepts that my husband and I had years ago," said Coronel, adding that the project was dedicated to their daughters binoculars.
A few weeks earlier, US Customs and Border Protection officers arrested a pregnant woman, Alejandrina Guzman, at the San Ysidro International Crossing in California. She went through the hope of giving birth in the United States, said her lawyer, Guadalupe Valencia.
She was a doctor and worked as a general practitioner, Valencia told CNN. At the time, his father was one of the most wanted drug traffickers in the world. He was captured again in 2014, to escape the following year. He was captured once more in 2016 and extradited to the United States in 2017.
Sonia Moghe and Catherine E. Shoichet of CNN contributed to this report.