Moving forward is a part of innovation. Lowrider Magazine is shaped to express the artistic talents of individuals who devote passion for our automotive culture with their custom creations. Lowriders have slammed floors since the beginning of our existence, with decades of styles, fads and trends. From the early days when lowriders sported the look of Supremes, Cragars and Tru-Spokes to the now knockoff-type Jaguar wire wheel, we have been going through them changes. Since it was first featured on top of counters at your local neighborhood liquor store, Lowrider Magazine has chronicled those ideas and innovations. And now, like those times of evolution, Lowrider Magazine must go through some new innovation and restyling too!
Being a traditionalist like many of you, I have always known that style and class never leave the fashion district. Though the magazine may look like it’s trapped in 1977 mode, there’s no disrespect if you keep the heart and soul, but just change the face a little. Change is good. Innovation is a very thoughtful, collaborative and values-driven process. As of late, we have showcased quality traditional lowriders only. You will also notice more passion being instilled into our Raza Report and other popular departments.
Also, the Lowrider Man/Go-Lo Man icon/logo was recently groomed at some styling salon and given a fresher look. Lowrider Magazine allows the element of freedom, to make change, but with absolute accountability. The Lowrider Man is like the Batman logo, the Cadillac emblem or McDonald’s “Golden Arches.” It’s recognized around the world.
Our logo’s origin? Lowrider Magazine founder Sonny Madrid came down to L.A. from San Jose back in the day to visit with the Ruelas brothers from Duke’s Car Club. Lowrider was doing a shoot on Fernando Ruelas’ ’37 Buick one sunny Saturday afternoon in L.A. Julio and Fernando Ruelas and Sonny walked over to the local corner store, where Sonny saw a panama hat, tried it on, added some sunglasses, looked in a mirror, and was told by the guys that he looked good! Sonny paid for the hat and shades, thus creating the look of the Lowrider Man.
So we’re obviously proud of a character portrayed by the magazine’s founder and an image that’s stood for more than 30 years. It has become a logo printed on millions of magazines, posters and clothing, as well as on people’s skin. This emblem, though never tarnished, just needed a little polishing. Check out the new version of the Lowrider Man. He has cruised through the hands of time and looks as good as ever.
With that being said, this is not about my responsibilities; it’s not what we do, but what we do together! For this, our magazine, we need to generate ideas and thought, as we grow with our automotive culture. Change is good. We don’t wear Sergio Valente jeans anymore! So I’m asking for your thoughtful opinions, constructive criticism, or just help me help us. Please email or write letters explaining how you think we can bring about a more positive and proud image of our cultural heritage and of course our automotive sport.
For instance, do you want to see more bombs? More car shows? More history? More clothes on the models? More how-to tech or less? I will take all of your ideas and honestly consider them, and if I decide not to incorporate them into the magazine, I will try to respond back to you to explain my reasoning so that we can all understand each other better. Hey, we’re here to help everyone! We achieve innovation by asking new questions. Ask not what you can do for your magazine, ask what your magazine can do for you!