Today we’d like to introduce you to Ricardo Muniz.
CHULO is a cultural clothing line that donates its profits to help marginalized young people. Our hope as a brand is to make fashion that is FUN and that helps us FUNdraise for our own communities. We want to inspire young people to invest in a brand that gives back to their very own neighborhoods. When you buy a CHULO product, you know your money is going to support a great local cause. CBO, NGO, or scholarship program for young people who really need the help.
In simple language, you are doing good while you are looking good. CHULO was founded in 2015, but its roots go back a bit further. Ricardo Muniz, the original creator of the brand, was a teacher working with young people of color who had dropped out of or failed high school. In partnership with different schools and programs, he created several alternative educational programs that helped these young people get their GEDs by passing their high school equivalency exams and/or earn a real high school diploma by earning credits through innovative classes, internships and jobs programs. But, he was saddened to see that so many young people of color were spending money on labels, walking around the block like an unpaid billboard helping rich designers siphon money from their own communities to make bigger mansions, buy more property, and travel around the world. None of that money was coming back to the hood, and nobody from the hood was getting a job at that mansion–not even as a maid, delivery person or landscaper. So, Ricardo thought, “Why not create a brand that actually gives back more than it takes?” Thus, CHULO was born. CHULO is a social justice brand that utilizes the Jemez Principles of Democratic Organizing as its guide. This means the brand is more concerned about equity and justice than saving a dollar by cutting corners or eliminating the competition. It means CHULO tries to share the wealth along each step of production–buying from small POC-owned businesses, contracting with other marginalized groups for any manufacturing, and hiring local artists and artisans. While this model is not cost-effective, it does allow everyone to get paid fairly for his/her efforts. The brand is staffed by volunteers including its advisory board.
This means any money that CHULO takes in through patronage or sponsorship is spent, donated, and/or invested back into the community. It’s not just about making a donation to a charity and walking away–it’s about realizing your economic worth and power and ensuring that you are strengthening community bonds and building strong, deep roots for future generations. The CHULO brand has partnered with some amazing organizations like the Bronx Academy of Arts and Dance (BAAD), Uprose Brooklyn, El Maestro Boxing Club and Cultural Center and Tropical Images’ GKOTS Program (Get Kids Off The Street). We have also donated to several other programs including El Museo del Barrio, the American Indian College Fund, Princess Janae Place, Trinity Place Shelter, Team Go Get It, Proyecto Matria, Puerto Rican Resiliency Fund, Finca Conciencia, the National Puerto Rican Day Parade Young Scholars Program, the Loisaida Center, the LGBT Arts Program of the Church of St. Luke in the Fields, the Caribbean Cultural Center, the Ali Forney Center, the “Bad Hair Does Not Exist/Pelo Malo No Existe” Free Book Initiative, and the GED Program at Taino Towers, Our motto is: Be proud. Be loud. Be you. Be a CHULO.
We all face challenges, but looking back would you describe it as a relatively smooth road?
CHULO is a small brand still five years after its founding. This is by choice. While most designers or startup brands want to land a huge purchase order and get into retail having their products sold in national department stores and malls, CHULO is content remaining a small brand with a big name and big heart. However, staying small has drawbacks. The major one for us is MOQs (minimum order quantity)–especially when dealing with underwear designs. Being small and being a charitable brand means sometimes it’s hard to produce the gear our fans and supporters want. The brand has also received some pushback because of the name CHULO. CHULO in Caribbean Spanish means “pretty boy.” It is used as a term of endearment in countries like Puerto Rico, Cuba, Dominican Republic, Venezuela and Colombia. However, “pretty boy” is not a fair translation because one can be a chulo in these countries if you are charming, have a great smile, know how to talk/flirt, or have a trait, physical or mental, that draws people to you.
And, this is the way the CHULO brand markets itself. We look for people who have something special and we put some CHULO on their culo and take some photos. It’s about being comfortable with who you are and enjoying it. But, the word CHULO also has a few derogatory meanings. It could mean “mama’s boy” or “a man who is too lazy to work and who lives off women”. In some Spanish-speaking countries, a chulo is a pimp. Because of these negative connotations, some Latinos refused to support the brand thinking we were celebrating the absolute worst aspects of machismo and sexism. But, we stuck with CHULO specifically because it means so many good and bad things to so many people. It’s pretty similar to how Latinos are summarily dismissed or denigrated by society at large. So, yes, our name is CHULO. It’s fun, it’s relatable, it’s puro Latino, and it is easily pronounced by non-Spanish speakers. And, if you are still upset by the CHULO name, then you’ll really enjoy our top two hashtags #entuculoponteCHULO and #CHULOonyourculo.
Alright, so let’s switch gears a bit and talk business. What should we know?
CHULO is a charity brand that helps you look good while you do good.
If you had to, what characteristic of yours would you give the most credit to?
People love the idea of giving back especially if their giving back is tangible. This means can they see exactly where their money is going? Whenever CHULO stages a show or participates in a community event, we make sure that the charity or community-based organization with which we are working is there with us and in charge of collecting their own donations. Fans and supporters get to meet community activists and see the work happening in different communities. This helps the brand because people see we are doing what we say, but, most importantly, this helps the community because more and more people get to see what neighborhoods are struggling, why they are struggling, and what they are trying to do to address these issues. Yes, we’d love a lot more people to buy and wear CHULO, but, in actuality, we really want to inspire people to help out their brothers and sisters across communities of color. Each one can teach one. It takes a village to raise one. All for one, and one for all.
Pricing:
- Our prices range from $5 to $35.
Contact Info:
- Email: chulounderwear@gmail.com
- Website: www.chulounderwear.nyc
- Instagram: @CHULOunderwear
- Facebook: @CHULOunderwear
- Twitter: @CHULOunderwear
- TikTok: @chulounderwear
Image Credits:
Photo 1 is a collage of CHULO shots taken by Ricardo Muniz (@coquichuloimages on IG) at various CHULO events over the years or as part of promotional shoots.
Photo 2 is the cover of our 2021 CHULO Charity Calendar taken by @coquichuloimages and featuring fitness model, Freddy Santos.
Photo 3 is the back cover of our 2021 CHULO Charity Calendar. Photo of Canarian model Killian by @mdzmanagement.
Photo 4 is tagged already. This is Kenden in our PR flag trunks. Photo by the famed Cuban fitness photographer, Luis Rafael.
Photo 5 is a shot of undefeated Dominican Boxer, Frank Castillo by Ricardo Muniz @coquichuloimages.
Photo 6 is a selfie by Bronx transgender rapper @jessycortez_ The last photo is of Bronx Hall of Fame bgirl hiphop pioneer, choreographer and currently STILL dancing La Roka @bgirlrokafella on IG. Photo by @zerodesignz.
