Ladies De Aztlan, Santa Cruz

America’s multicultural brew gave us some of the most stylish looks – when it gets too white, you’ve got imbeciles prancing around in pastel and bow ties pretending they’re dandies in higher learning. Fuck that. It’s a shame that at present time, core American brands are in, but they’ve been pushed back to American consumers by Japanese and European interests – crazy to see so many Red Wings in New York, but it’s odder to discover that the current boom trickled from Europe and the far east. Acting a follower on your own goods? Strange. Sometimes you can’t see the trees for the lumberjack felled quasi-woodsman style. I expected to see the next shit. Instead,  I just saw dudes dressed like their dads.

Since the days of ‘Dance Energy’ I’ve seen Cholo-styled shoots capturing the stance and pride in Chicano culture. It beats the beard and buffalo-check look, but boy; has their culture been jacked. Chucks, Dickies and a white tee? Untouchable. On you? Not quite so good. Just wearing the outfit ain’t cutting it. Take a look through Estevan Oriol and Robert Yager’s (showcased here on the Selvedge Yard) work for starters and see how much deeper it goes. It’s been a minute since I saw a latino figure in a lowrider during a video, and that subculture’s their creation. People love to pick from the barrio aesthetic, but few want to put anything back again.

If we’re going to dwell on the aesthetics, the west coast’s proudest taught me how to deify the basics – there’s no excuse to not look fresh when your dresscode is built on making something out of nothing – pressed khakis and tees, Ben Davis shirts and Converses make for a sturdy collection of reappropriated staples, treated with reverence. Pinning back pants to avoid ruination by the lack of “back” on a pair of Cortez? It’s all about the little details.

Outsiders peering into any subculture will pick, choose and romanticize as they see fit. That applies to the previous paragraph, and it applies to photographers looking to shock, intimidate or defy stereotyping with their depictions too. An insider’s perspective certainly won’t lack an agenda, but for authenticity within a realm that’s been alternately demonized, robbed, recycled, parodied to the point of racism and frequently misunderstood, you need an inside man or woman. That’s where Reynaldo Berrios enters the picture.

If you’ve ever mourned the demise of even a fraction of your magazine stacks, or just missed out on a full fanzine run, decisions to compile in book form can only be something to celebrate. The recent ‘Boy’s Own’ compilation was a perfect example, and the ‘Sniffin Glue’ collection was strong too. Similar ones for ‘The End,’ ‘Dirt’… even annual ‘The Source’ compilations up to 1993 would be welcome. The possibilities are endless.

2007’s ‘Cholo Style’ book compiled the strongest articles from ‘Mi Vida Loca’ magazine, edited and mostly written by Rey Berrios, and frequently illustrated by Victor A. Spider, whose detailed but occasionally crude illustrations gave it a unique appearance. For the hood, by the hood and sold in the hood, it didn’t travel too much outside its target spots, but for a decade it documented Raza life in detail, with the editor risking his life to get a story written, seemingly for the love of it rather than any Pulitzer opportunities. Now that’s what’s real.

If you pick it up expecting a guide on how to wear a Pendleton properly, go elsewhere – there’s a trove of imagery from the inside present, but the uncompromising stance of the reportage and points raised might alienate some. Conscious of the whitewashing of his community’s legacy, Berrios talks about the cowardice of drive-bys, prescribing punishment for those engaging in the activity, makes trips to other areas interviewing the younger occupants about their hopes and fears, talks Che and Aztlan history race relations, cars; including an Oakland police lowrider, community organization, prisons and self- empowerment. ‘Cholo Style’ makes no effort to provide you with a learning curve, context or spoonfeed you a way of life, but it proves totally absorbing from the preface to the hand-drawn “a message from our sponsors” ads at the back for barbershops, boutiques and corner stores that stocked ‘Mi Vida Loca.’

Naturally, themes of machismo arise, but one of the best collections of images accompanies the feature ‘A Focus on the Homegirls,’ with submitted female crew photos capturing some strong looks and stances for the camera – true hometown pride. This is the stuff that stylists can’t emulate. What became of the showcased Ladies De Aztlan Redwood, San Mateo, South City, East Palo, San Mateo, Santa Cruz and South Hayward is never documented, but it’s a great moment-in-time captured. Importantly, Berrios caught the essence and diversity of his subjects – it’s not just about sending the photo editor the gun-toting shots of the most loco exhibitionists – this is the side of a lifestyle and culture rarely seen.

Feral House’s hit and miss approach to publishing the obscure, taboo, or rarely documented is always something to salute. For every couple of conspiracy-laden titles, there’s a ‘Lords Of Chaos, ‘American Hardcore,’ ‘Prisoner Of X’ (Allen MacDonell’s account of his time working for Larry Flynt at ‘Hustler’) and ‘Cholo Style’ – if the first two can get films made, the latter definitely warrants a documentary. Self-publishing against some heavyweight levels of adversity.



Ladies De Aztlan, South City

Ladies De Aztlan, Redwood City

Ladies De Aztlan, San Mateo

Ladies De Aztlan, San Jose

Ladies De Aztlan, South Hayward


2 thoughts on “‘CHOLO STYLE’”

  1. contributor to MVL magazine and writer of the infamous “Ralphie doesn’t live here anymore” story that has now appearred in Cholo Style book by Rey Berrios

    Rays of Hope

    Rays of Hope. Glimmers of Hope. They come through like in little pieces and not in chunks, or all at once. Maybe because that way, we can learn to appreciate them more. Maybe. At least that’s how it’s been in my life…

    All my life I have loved to write. Poetry, and short stories were always my favorite. As a younger man (I’m currently 49…), I did do some writing. I mean serious stuff, man. And I got it published too. Oh, it must have been back in the early 1980’s; 1981 or 1982 I guess that I wrote a story that I titled “Ralphie doesn’t live here anymore”, and it got published in a magazine up in the San Jose area called “El Grito”. You know, a kinda ‘vato loco’ type mag. Boy, just right now, I spent literally what seemed like a couple of minutes TRYING to remember the guy’s name I used, and like I couldn’t. I just couldn’t! I was trying even back then to use fake names, “to protect the innocent”, as Joe Friday would always start his show called “DragNet”. It was a cop show that was pretty popular back then and this copper named Joe Friday would, like, always start with some words followed by, “Some of the names have been changed (in the show, cause the stories were based on real, live stories that actually happened in the L.A. area) to protect the innocent. It’s like they didn’t want to use anybodies real names cause, well, if that guy was alive or something, and someone was looking for him, hey there’s their name, let’s go find him, huh?

    Anyways, I did the same with “Danny”, cause when I wrote the story, He was alive, and then years later, he died, and what was atrip was that his death happened real close to the way I descrbed it in my storyat least five years before it actually happened! Trippy, huh! I’m still trying to remember the guys name right now, but, well, it’ll come to me later, then I’ll deal with it.

    Anyways, about 10 or 15 years later, while locked up in San Quentin State Prison – CA, I found out about a magazine out of the City, (San Fran) and I decided to get ahold of them, and do some writing. I HAD the time, you know what I mean?

    I recalled the same story, cleaned it up a bit, typed it out, sent it in, and what do you know? Out of probably thousands, they liked my story and what do you know? They published it! I sent in two more during my lock-up and at least one of those two more got published, cause I received the magazine and read it myself, right out of the mag. What was his name?

    It turns out, the creator of this magazine out of San Fran ended up compiling a bunch of his work that he had contributed to, you know, to like, put together a book, and guess what? My story made it into his book! Ten years of compiling all kinds of different stories from the Barrio and such and mine gets picked to appear in the “Book”. No lie! I mean out of thousands and thousands of stories, and years and years of stuff accumulating, my story is one that get’s picked to make it into the book? Kinda blew my mind too, you know. But you can check it out- the magazines name is “Mi Vida Loca” and the books’ name is “Cholo Style” (which was supposed to be called “Barrio Life”) but was changed I was told to attract a broader, maybe more diverse audience. At least that’s what the author, Reynaldo, told me that the publishing house told him. I wonder if he made a dollar or two… Well, I did contribute my work, and I never asked for any money out of it. I’ll tell you what: if I ever get a chance to write for a magazine or write a book someday, I’m going to ask for money, that’s for sure. I’ll make some money outta this, I tell you.

    There’s nothing more dangerous than a convict on the run…(to be continued…)

    Arturo Carrillo

  2. Greenspan’s is the undisputed center for cholo style since 1928. Carrying charlie browns, wool coats, imperials, red liners, lowrider, cholo, and pachuco hats,in wool and straw, locs, the world’s best selection of wool flannel classic Pendleton shirts of any store, as well a Stacy’s, Levi’s, Dickies, Ben Davis, Hush Puppies, Cascades, American made bandannas, and more. One stop shopping

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