Shock Power was founded by Luna Soto, a female Chicana artist, musician, and entrepreneur with deep roots in heavy metal and punk. What began as customizing her own jackets and accessories quickly grew into a brand that celebrates rebellion, inclusivity, and confidence.

As the frontwoman of a heavy metal band, Luna designs with performers and outsiders in mind — pieces built for movement, sweat, and the spotlight. Her work draws from vintage rock ’n’ roll aesthetics and her Mexican heritage, especially the raw leather traditions of cowboy culture.