The History of “Cholo”
Cholos in the 90s was a significant time for the Cholo subculture and its impact on fashion, music, and popular culture. Originating from Southern California, Cholos and Cholas (their female counterparts) emerged as influential forces within the Mexican-American community. Marked by distinct clothing, makeup, and behavioral traits, this subculture presented an intriguing blend of traditional Chicano pride and urban street culture elements.
Cholos and Cholas of the ’90s were admired for their unique fashion choices – oversized clothing, high-waisted pants, and bandanas.
These style phenomena arose not only from a desire to express ethnic pride but also to provide a sense of belonging and identity within the community.
As Cholos and Cholas gained popularity, their influence extended beyond Southern California, reaching a wider audience nationwide.
However, their distinct lifestyle also sparked cultural controversies and debates on representation and appropriation throughout the decade.
CHOLA MAKEOVER
Key Takeaways
- Cholos and Cholas emerged as a significant force in the Mexican-American community in the 1990s
- Distinct clothing styles and makeup trends marked the Cholo subculture and contributed to its broad influence on popular culture.
- The 1990s saw the rise and spread of Cholo and Chola trends, accompanied by cultural controversies and debates on representation and appropriation.
Origins and Influence of Cholos in the 90s
The cholo subculture originated in the barrio (neighborhood) street gangs of Southern California and has its roots in Mexican American gang subculture.
It was adopted in California in the 1960s by youth following the pachuco tradition as a label for that identity.
Cholo culture entered various aspects of society, from fashion and music to politics and resistance movements.
In the 1990s, cholo and chola aesthetics gained popularity among Mexican American communities in the United States.
Cholas are the female counterparts of cholos and share the same subcultural identity.
These aesthetics were important in expressing cultural heritage and resistance as young Mexican Americans embraced the Chicano movement and reaffirmed their Latin American identity.
During this time, cholo style and clothing evolved further and became associated with particular elements, such as baggy pants, flannel shirts, hairnets, and bandanas.
This fashion trend often communicated the affiliation with a specific Mexican American street gang.
Both cholo and chola fashion styles were distinctive and made a strong statement about their place within society, as well as their pride in their heritage.
Influenced by the Chicano movement, cholo culture in the 1990s was not just limited to fashion but also played a significant role in music.
Cholos embraced elements of hip-hop and rap, creating a unique sound that reflected their experiences and identity.
Chicanos also delved into alternative genres such as rock and punk, demonstrating their resilience and adaptability.
From street art and lowrider car culture to music and fashion, cholo culture left a significant mark on Mexico and the United States during the 1990s.
It served as a means for Mexican American youth to express their identity, maintain a connection with their roots, and resist marginalization. The cholo subculture, though often associated with gangs and violence, ultimately represents a powerful expression of cultural pride.
Inside Chicano Culture
Typical Cholo and Chola Attire
In the 1990s, Cholo and Chola fashion was characterized by a blend of timeless elements and the era’s popular trends.
Cholos, male members of this subculture, were often seen sporting baggy jeans or Dickies shorts paired with oversized flannel shirts, plain white tees, or tank tops.
For footwear, a combination of sneakers or slippers was common.
Chola fashion, on the other hand, was a nod to the 1930s and 1940s Chola style, with an emphasis on dark sunglasses, especially the classic look of women wearing old-school cholo frames.
In addition to the sunglasses, Cholas wore oversized flannels, sometimes layered over white tank tops, along with baggy jeans, shorts, or even overalls.
Colors and patterns played a significant role in Cholo and Chola’s style, with flannels usually displaying plaid patterns and a mix of bold colors, including red, black, and blue.
Bandanas were also commonly worn, tied around the forehead, or used as accessories hanging from a pocket or belt loop.
Hair and makeup were essential aspects of the Chola look as well. Hairstyles included slicked-back hair, high ponytails, or tight braids.
At the same time, the makeup often featured thin, dramatically arched eyebrows and dark lip liner with a lighter lipstick shade to create contrast.
Jackets were another staple in Cholo and Chola fashion, with choices ranging from bombers and varsity jackets to windbreakers.
These jackets provided an additional layer of style and served as a means of flaunting affiliations or representing one’s neighborhood.
Both Cholo and Chola attire projected a sense of confidence and pride in their culture while embracing the trends of the 1990s.
Despite the edgy and distinct look, this subculture’s fashion, dress, and overall aesthetic continue to impact popular culture today.
Jewelry and Makeup Styles
In the 90s, Cholos and Cholas made a significant impact on fashion, notably in the realms of jewelry and makeup.
One iconic element of their style was the use of bling or flashy gold jewelry.
Cholas embraced the glamor and flair by donning gold jewelry such as hoop earrings, nameplate necklaces, and intricately designed rings.
Their penchant for large, attention-grabbing jewelry made a bold statement, and even today, it remains an unforgettable aspect of 90s fashion.
Hoop earrings were a staple in Chola fashion.
These oversized gold earrings often came in various sizes and shapes, making them versatile jewelry that suited various outfits and occasions.
Rings also played a crucial role in the Chola fashion world, with styles ranging from simple gold bands to intricately designed pieces featuring roses or other motifs.
Adding to the display of nameplate necklaces, these accessories showcased a love for gold and an unapologetic embrace of personal style.
Makeup was another integral aspect of Chola fashion in the 90s.
Cholas were known for their dramatic and distinctive makeup looks.
A vital feature of this makeup style was dark lipstick, usually in shades of brown, burgundy, or black.
These deep hues emphasized their intensity and became synonymous with the Chola aesthetic.
In contrast, some would opt for a nude lip, playing down their lips while accentuating their eyes or other facial features.
Chola’s makeup also featured bold eyebrows, either drawn on heavily or outlined with a dark pencil.
Another trendy look was using roses or other decorative elements drawn or painted near the eyes, adding a touch of artistry and flair to their appearance.
Finally, Cholas completed their looks with elaborately manicured nails.
Common choices included the classic French manicure and long acrylic nails.
These nail styles showcased their attention to detail and added more sophistication to their overall appearance.
The Chola fashion of the 90s was characterized by bold jewelry, statement-making makeup, and intricate nail art.
This unique style left a lasting impression on the fashion world and inspired modern-day trends.
Influence on Lifestyle and Behavior
During the 1990s, the cholo subculture had a profound influence on lifestyle and behavior in various communities
. This subculture was primarily associated with Chicano and Latino individuals in urban areas like Los Angeles.
Many aspects of cholo lifestyle, like their distinctive dress and worldview, were influenced by the experience of growing up in this environment.
Violence and gang activity were common connotations of the cholo subculture.
These individuals often lived in areas with high levels of gang violence, where displaying toughness and loyalty to one’s peers were considered essential. Hand signals were used as affiliation markers, demonstrating allegiance to a particular group or neighborhood.
In some cases, this commitment led to incidents of vandalism, such as graffiti, as a means of marking territory.
Cholos were also known for their distinctive fashion choices, often featuring tattoos as a symbol of strength and identity.
These tattoos typically combined Spanish and English phrases alongside symbols representing various aspects of the cholo lifestyle.
Lowrider cars also played a significant role, embodying a unique aesthetic that embraced Latino culture.
The cholo subculture also placed a strong emphasis on respect and loyalty towards family and friends.
The concept of “la familia” (the family) was intertwined with their day-to-day social interactions.
This foundation made some cholos feel they needed to protect their loved ones from the harsh realities of life in a challenging urban environment.
Mi Vida Loca (1993)-Full Movie
Significant Cholo Trends and Brands
In the 1990s, cholo culture had a significant impact on fashion, particularly in the context of the Latino community.
This subculture, with roots in the 1940s Zoot Suit Riots, gained mainstream attention with the rise of popular movies such as Mi Vida Loca, which depicted the lives of Latina gang members.
Several trends emerged from this era, shaping the fashion landscape and leaving a lasting influence on streetwear.
One of the iconic cholo fashion pieces was the oversized flannel shirt, often worn open with a plain white tee underneath.
This style conveyed a nostalgic nod to the zoot suit era while retaining its distinct 1990s flair.
Similarly, baggy and high-waisted jeans were popular among male and female cholos, offering a relaxed and comfortable fit.
The Nike Cortez was a pivotal footwear choice for the 90s cholo, with its timeless running shoe design.
These sneakers became a staple in the cholo subculture and are still widely worn today.
The versatility of the Nike Cortez, combined with its lightweight design and cushioned sole, made it a favorite among the cholo community, as they could be paired with various outfits.
Another essential accessory for cholos in the 90s was the bandana, often tied around the head or neck.
The choice of color often indicated gang affiliation, with certain colors representing specific groups.
Although its origins as a gang-related symbol still stand, the bandana has become a famous fashion statement worn by individuals from various backgrounds.
A unique facet of make-up was dark and exaggerated lip liner, often paired with lighter lipstick, which became synonymous with the chola aesthetic.
This makeup style, which challenged traditional feminine beauty standards, was a bold statement of autonomy and power at a time when Latinas faced marginalization.
Despite the passage of time, the cholo subculture and its associated fashion trends continue to influence streetwear today.
The blend of mulato and timeless styles has left an indelible mark on fashion history and remains a source of inspiration for designers and fashion enthusiasts alike.
Impact Outside of Southern California
The cholo subculture, which originated in the barrios of Southern California, significantly impacted beyond its birthplace during the 1990s.
The influence of this subculture extended to various regions and groups, such as Los Angeles, Mexico City, and even as far as Japan.
In Los Angeles, the cholo culture was closely related to the Pachuco and Chola subcultures.
Often characterized by their clothing style, which included lowriders, windward jackets, and tartan flannel shirts, the influence of Pachucos and Cholas helped shape the cholo identity.
In cities such as East L.A., the interaction between these subcultures and local communities led to Mestizo and Native American-influenced styles.
In Mexico City, the cholo subculture inspired Mexican youth and contributed to developing new expressions of Mestizo and Amerindian identity. As the cholo style gained popularity, it transformed, incorporating elements from Mexican culture, such as chinos and other traditional fabrics.
Beyond North America, the cholo subculture reached the Windward Islands in the Caribbean and even as far as Japan.
In the Windward Islands, the influence of the cholo culture can still be seen in the vibrant Lowrider car scene.
Lowriders, originally from southern California, became a symbol of the cholo lifestyle and an essential element of cultural expression for many young people on these islands.
In Japan, the fascination with cholo culture led to several cliques that embraced the style.
Certain aspects of this subculture, especially the fashion sense, were blended with local Japanese styles, adopting the distinctive cholo look with some regional twists.
The impact of the cholo subculture in the 90s extended well beyond its origins in Southern California. Influencing various regions and groups worldwide, it fostered a unique blend of cultural expression, showcasing the power of subcultures to transcend geographical boundaries and create new, diverse identities.
Cultural Issues and Controversies
During the 1990s, the cholo subculture faced various cultural issues and controversies.
This subculture has roots in the barrio street gangs of Southern California, and its participants were often involved in criminal activities.
These young gang members were also subjected to discrimination due to their dress, tattoos, and other characteristics associated with the cholo identity, such as dark sunglasses.
Cholos were sometimes called “pachucos” about their distinct styles.
The pachuco dress style included oversized clothing, baggy pants, and loose-fitting shirts.
These items were often accompanied by accessories such as dark sunglasses and fedoras.
Tattoos also played a vital role in cholo identity, featuring symbols and images related to the gang culture and Hispanic heritage.
While this style was a means for self-expression and cultural pride, it was also met with disapproval and judgment from mainstream society.
Discrimination against cholos was prevalent, particularly during the 1990s.
Young people embracing this subculture were often subjected to negative stereotypes and faced difficulties in terms of socioeconomic status. Many were assumed to be involved in criminal activities or belonging to lower-income groups.
Additionally, young motherhood was common in the cholo community, which further fueled the stereotypes.
The cholo subculture also raised questions of cultural appropriation.
Outsiders were often attracted to the unique dress and cultural elements of cholos, incorporating these aspects into their style without truly understanding the history and significance behind them.
This led to criticism from those within the community, who felt that their culture was being distorted and misrepresented.
The experience of older cholos, known as veteranos or vatos, was distinct from that of the younger generation during the 1990s.
These veteranos had been part of the subculture for years and possessed more profound knowledge and insight into the intricacies of the cholo lifestyle.
They often served as mentors to younger cholos, providing guidance and support amidst the numerous cultural issues and controversies that the community faced during this era.
Today, the cholo subculture continues to evolve and adapt in response to ongoing social, economic, and cultural challenges.
Despite its controversies and difficulties, this subculture remains a significant aspect of Mexican American and broader Hispanic culture.
Reflections on the 90s Cholos
In the 90s Cholos and Cholas emerged as an influential subculture in the Southern California barrio street gangs during that era.
The subculture’s rich history encompassed its unique fashion, brands, and aesthetic, gradually becoming an iconic lifestyle.
Chola style in the 90s was synonymous with the trademark combination of heavy makeup, particularly pencil-thin eyebrows, and winged eyeliner.
Fashion choices often included brands such as Dickies and Ben Davis, staples in the Chola wardrobe.
These clothing items, like oversized button-up shirts and baggy pants, were meant to evoke a powerful and rebellious image.
This unique 90s Chola and Cholo look can be traced back to the 1970s, where their early influences started, and the late 80s, when it began to gain popularity in the streets of East Los Angeles, El Paso’s Segundo Barrio, the Southwest, and San Francisco’s Mission District.
While the style and subculture evolved, it remained grounded in its original essence: a strong identification with Mexican American gang subculture and a connection to the community.
Nostalgia for the 90s Cholo and Chola style remains strong today as people look back on the unique fashion elements of that time.
The influence of Chola clothing brands can still be seen in contemporary fashion trends, with lowriders, oversized clothing, and heavy makeup continuing to find their way into modern fashion and subcultures.
Reflecting on the 90s Cholos and Cholas, we recognize how the subculture was a powerful symbol of identity and pride for many Mexican American youth.
The subculture’s fashion, brands, and lifestyle still hold a nostalgic place in the memory of those who were a part of that era, and its impact and influence remain relevant today as a significant aspect of cultural history.
Frequently Asked Questions
What influenced 90s cholo fashion?
In the 90s, cholo fashion was influenced by classic elements and contemporary trends.
The style was rooted in the history and culture of Mexican American gangs, drawing inspiration from the Chicano Movement of the 1960s and 70s. Cholos in the 90s incorporated elements such as oversized flannel shirts, baggy pants, and bandanas to reflect their subcultural identity and affiliations1
How did Chola makeup trends differ in the 90s?
Chola’s makeup in the 90s was characterized by distinct and bold elements, including sharply arched eyebrows, dark lip liner with lighter lipstick, and heavy eyeliner.
These makeup trends were popular among female Mexican American gang members and expressed empowerment and confidence2.
What are some popular 90s chola hairstyles?
Popular 90s chola hairstyles included high, tight ponytails or updos, sometimes called “pencil buns.”
These hairstyles were often adorned with large barrettes, hair nets, or bandanas.
Some cholas might have worn their hair down, with the front sections teased or slicked back3.
How did cholo culture evolve from the 70s to the 90s?
Cholo culture underwent significant changes between the 1970s and the 1990s. Originating as a Mexican American gang subculture, this movement shifted from its criminal associations to embrace a broader range of Chicano identity and pride. By the 90s, cholo culture had expanded to include members with mixed heritage, and its influence was evident in fashion, music, and art4.
What were everyday Chola outfits in the 90s?
Everyday chola outfits in the 90s consisted of clothing items such as oversized flannel shirts or plaid button-downs, high-waisted pants or skirts, and large belts with heavy metal buckles.
These items were often paired with hoop earrings, oversized sunglasses, and bandanas. Footwear typically included athletic shoes or combat boots5.
How did cholo and chola fashion change in the 2000s?
The transition from the 1990s to the 2000s marked an evolution in cholo and chola fashion as the subculture embraced and adopted new trends.
While retaining some classic elements, such as flannel shirts and bandanas, newer influences emerged, including tattoos and piercings as forms of personal expression.
The style grew more diverse, incorporating elements from mainstream fashion, hip-hop culture, and other streetwear trends6.
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Growing up and Living in the 90s
Photo credit Oldie Stylo
Footnotes
- [https://hiplatina.com/10-things-california-cholas-rocking-90s/] ↩
- [https://hiplatina.com/cholo-word-history/] ↩
- [https://hiplatina.com/10-things-california-cholas-rocking-90s/] ↩
- [https://www.britannica.com/topic/cholo-gang-subculture] ↩
- [https://hiplatina.com/10-things-california-cholas-rocking-90s/] ↩
- [https://en.wikipedia.org/wiki/Cholo_(subculture)] ↩