by Andres Colmenares in New Fashion on Monday 30 April 2007

NaCo was created in 1999 by Tijuana’s Edoardo Chavarín and Mazatlan’s Robby Vient, schoolmates at the Art Center College of Design in Pasadena, California. What started as a hobby has turned into an internationally known brand of t-shirts, hats, backpacks, wallets and other apparel and accessories’. What makes NaCo so special? Well, Naco is originally a derogative term used by upper and middle-class Mexicans to describe things and people they felt were way beneath them in terms of hipness, taste and economic status. NaCo’s ‘Ser Naco Es Chido’ tagline means ‘to be naco is cool’. Phrases like ‘NA/CO’ instead of AC/DC, ‘Los Bitles’ for The Beatles, or ‘Estar Guars’ for Star Wars have been used in more than 300 designs using ‘spanglish’ and iconic imagery, playing with double or triple sense words turning these ‘tacky’, uncool tees into a million dollar business.