Naco (rhymes with taco) is the new phase of cool in Mexico and, not to mention, a clothing company. Traditionally "Naco" was Spanish slang for "Tacky" but just like Mr. T gold chains and mullets, what was once hideous is now ridiculously hip. Ok. Maybe not mullets.

Like those lovable redneck lists I give you the tell-tale signs of those possessing a certain Naco (courtesy of today's LA Times article).

I. If you install neon lights around your license plate, you're naco.
II. If you install blacklights under your Acura, you're naco.
III. If you listen to Kiss while wearing a Kiss Army t-shirt, you're naco.
IV. If you wear more than once designer nameplate jewelry at once (Chanel earrings, Versace belt, Dior sunglasses, Voiuton necklace, etc.) you're naco.
V. If you wear sunglasses at night, you're naco.
VI. If you quote Quiet Riot lyrics or can be caught humming at any given moment a Def Leppard song, you're naco.
VII. If you think polyester is formal wear, you're naco.

I could go on all day. The point is, Naco clothing has been around in Mexico City since 1998 but still deserves the accolades for their celver sloganing and constant challenges to the dominant paradigm. Their website hosts some fun facts to get into the world of "Naco" and has choice music picks from the designers themsleves. Thanks to them you can proudly sport a t-shirt that says "Se Habla Espanol" or "Los Ricos Tambien Roban" (The Rich also Rob). As well as "N is for Naco" along with "W is for wetback" and "G is for greencard". Re-inventing a once derogatory word and now celebrating it in good-natured fun is what Naco's all about. Diego Luna, Juanes, and those tough kids in the San Fernando Valley are already fans. Why aren't you?

Naco clothing can be found at:
Aztlan Gallery (various SoCal locations)
Latin Lingo Clothing (Burbank and Northridge)
Bent (S. Pasadena)
Olverta's Village (Downtown)
*Myspace Sale*

Labels: fashion, newsworthy, shopping