Pachuco Fashion Label
Pachuco Fashion Label / 2022
Design & Direction
︎ This fashion label is inspired by the Zoot Suit Riots of 1943. A zoot suit is a suit consisting of high-waisted, wide-legged, tight-cuffed, pegged trousers, and a long coat with wide lapels and wide, padded shoulders.
Zoot Suits are well known as a cultural symbol among predominantly Pachucos and Hepcats, although also popular among African, Mexican, Filipino, Italian, and Japanese Americans in the 1940s. I think zoot suits are important to know as a symbol of Pachuco & Chicano culture. But ultimately, the history behind them is what inspired me to design this brand.
Mexican and Black zoot suiters became victims of racial police violence, and in 1943, after centuries of colonialism and white supremacy, the Zoot Suit Riots occurred. It was basically a targeting against the Mexican American community, sanctioned by American servicemen, police officers, and white civilians, leaving 150+ people wearing Zoot Suits injured, and 500+ arrested. After that, Los Angeles released a city-wide ordinance indefinitely banning all wearing of zoot suits. It’s since become an important symbol of cultural pride in the Chicano Movement. They are still worn on special occasions or memorialization.
The United States Government has only recently issued a formal apology for the brutalization in these “riots,” in 2023.
Logo:
I used the typeface Abolition by Mattox Shuler. It best exemplifies Pachuco’s commitment to being bold, and stays versatile like us. Its only use should be for the logo
Pragmata Pro by Fabrizio Schiavi is used as the secondary typeface for minor details and body copy.
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