El Chapo clothing line launches in Mexico

The "El Chapo 701" clothing line was launched at the Guadalajara fashion show in Mexico this week.

A Mexico News Daily report says the brand is owned by Alejandrina Guzman Salazar, El Chapo's daughter with his first wife.

The report says the drug lord's current wife, Emma Coronel, has previously launched another line using the 701 name, which refers to Guzman's ranking on the Forbes list of the richest people in the world in 2009.

Lawyer Gilberto de Anda says some of the products on display this week were made by prison inmates, and proceeds from sales will go to supporting people in need and the reintegration of inmates into society.

A model wearing a hoodie from the El Chapo 701 brand. [Photo: Facebook/@elchapoguzmanoficial701]

El Chapo 701 also launched an online store selling clothing and accessories. Prices range from around 35 to over 400 U.S. dollars.

El Chapo 701's sales representative, Adriana Ituarte, told the newspaper Publimetro that some of the proceeds from the online sales will go towards supporting an addiction treatment association founded by Alejandrina Guzmán.

Joaquin "El Chapo" Guzman is the former head of the Sinaloa Cartel. He was sentenced in the United States to life behind bars. Defense attorney Jeffrey Lichtman said that just hours after the sentencing in New York City, he was informed that Guzman was en route to the supermax facility in Florence, Colorado.

Guzman has expressed no remorse for his role in running the massive drug cartel, which engaged in violent crime for more than two decades.