Businesses that cater to the Chicano culture

- “If you are having a bad day, you get in your low rider and put your music on, and it goes away,” says Richie Vallez gets a lot of attention when he rolls down the street in his ‘65 Impala. “When there is a low rider in the house, it stands out.” Richie says the custom car business is booming with new generations of Chicanos wanting a smooth ride. “They’re respected so much and they love to see their culture and their cars coming out the way they do.”

“Chicano culture is strong out there,” says Art Meza. He runs Chicano Soul Photography. He believes his photos are popular and selling because they show Chicanos in a positive light.

From photography to clothing lines, businesses are doing well. They take pride in being Chicano. 

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