“Forever Cruising: Cultura de Lowriders” celebrates the rich tapestry of art and community gatherings serving as a platform for self-expression, storytelling, and the celebration of cultural pride with the lowrider community. Experience the creativity and heritage through publications, photographs, model cars, and more.
Curated by Estella Inda, SJSU King Library's Research Services and Social Sciences Librarian
AAACNA Studies Center | Dr. Martin Luther King, Jr. Library | San José State University
Nick Hernandez, designer of the Forever Cruising exhibit logo, is a San José-based designer and artist who works on an array of mediums, both digital and analog. He is an SJSU Alumni, graduating with a bachelor’s degree in industrial design alongside a minor in business marketing in 2019.
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Contents
PHOTOGRAPHERS
Alejandro "Alex Nobody" | Angel Abreo | Araceli Mireya Holmes | Jesus "Frisco Lens" Coba | Jesus Flores | Maria Herrera | Steven Martinez | Tyrone "Malow" Diaz
EXHIBITS
Activism | Awards and Trophies | Bands | Customization | Dioramas and Miniatures | East Side Stories Music | Events | Famous Lowriders | Hammer & Lewis | Homies | Hydraulics | Lowrider Bicycle Table | Lowrider Bicycles | Low Rider Magazine | Lowrider Table | Merchandise | Model Car Making | Movies | Poetry | Publications | Sonny Madrid | Tires and Rims | Zoot Suits
Publications
Lowrider culture has inspired many different forms of publications from coloring books, children's books to newspaper articles, and graphic novels. Here are a few examples.
- Lowrider coloring book on loan from: Estella Inda; Lowriders Blast from the Past by Cathy Camper on loan from: Kathryn Blackmer Reyes; Lowriders Blast from the Past by Cathy Camper on loan from: Kathryn Blackmer Reyes
- The following books are part of the SJSU Library's AAACNA Studies Center's Chicano Collection:
- "The ABC's of Lowriding" is on loan from: Ricardo Cortez
Gooseneck Magazine has captured many parts of the lowrider culture in their lookbook publications.
- San Jose Cinco de Mayo 2020 Vol. 1; San Jose Cinco de Mayo 2020 Vol. 2; San Jose Lowriders Chapter 1; San Jose Lowriders II; Gooseneck Photos; Bikes, Pedal Cars & Model Cars on loan from: SJPL's California Room
Jesus Flores is a retired Probation Officer with a passion for vintage bikes, cars, and Lowrider history. During the mid-60s, he was introduced to the lowrider culture by his four older brothers. From 1973 to 1983, through his photographs, he captured the street life of San José and the Chicano culture of Northern California. His photos were published in some of the first issues of Lowrider Magazine and can be found in the archives at the San José Public Library’s California Room. Jesus is a former member of the Brown Beret and the San José Chicano Pride Car Club.
Homies
The "Homies" characters, created by former SJSU student David Gonzales, represent the lives and culture of Chicano communities, celebrating their spirit, friendships, and everyday experiences. "Homies" are deeply connected to lowrider culture, as they embody the camaraderie, creativity, and pride that define the vibrant lowriding community.
- All items on display are on loan.
Angel Abreo, Photographer
Angel Abreo is a San José native who focuses on shooting candid street scenes, street portraits, and urban landscapes. Having seen how San José and the entire Bay Area have changed within the last 30 years; Angel’s goal is to document the people, culture, and landscapes for the next 30 years. Photography has been an amazing outlet for him to capture fleeting moments which oftentimes resonate and provoke emotions out of other fellow humans.
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Awards and Trophies
Being awarded an award/plaque/trophy for your lowrider at the different car shows validates the craftsmanship and dedication put into customizing a vehicle, showcasing talent and creativity within the lowrider community.
- Awards on the left are on loan from: Robert & Yvonne Diaz
- Trophies above are on loan from: SJPL's California Room, donated by 5 Star Productions
Jesus "Frisco Lens" Coba, Photographer
Jesus “Frisco Lens” Coba, a renowned photographer and artist, draws inspiration from his upbringing in San Francisco's Mission District and Hunters Point. Immersed in the vibrant culture of his community, Coba has dedicated his life and art to capturing the essence of his people and his roots. As an artist, Coba’s portfolio embodies photography, revolutionary art, and cultural expression. His work features evocative images of lowriders, street photography, and inspirational movement imagery, all reflecting the spirit and resilience of his community. Through his distinctive lens, Coba tells powerful stories that celebrate his heritage and showcase the enduring strength of his people.
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Events
The lowrider community comes together often at all forms of events, creating a vibrant atmosphere where they gather to share stories, admire cars and enjoy each other's company.
- Low Rider Magazine are part of the SJSU Library's AAACNA Studies Center's Collection
- El Parque de la Raza de Paz sign is on loan from: Jimmy Hernandez of Time Warp
- Teen Angel Poster is on loan from: Mario Madrid
Poetry
Lowrider poetry captures the soulful rhythms of cruising culture, blending personal narratives with the vibrant aesthetics of riding low and slow. All poems are from Lowriting: Shots, Rides & Stories From the Chicano Soul edited by Santino J. Rivera.
Tyrone "Malow" Diaz, Photographer
Tyrone “Malow” Diaz was born in Lima, Peru, and currently resides in San Mateo, California. Malow is a distinguished illustrator and self-taught graphic designer with over 30 years of experience. His professional journey includes significant roles at Alphagraphics and Deluxe Corporation. Over the past 15 years, he has specialized in graphic design for Latin Rock music, working with iconic bands such as Malo, El Chicano, Sapo, Carlos, and War the Band. In August 1998, he joined Streetlow Magazine as a graphic designer and ascended to the role of Art Director by 2004. His tenure at Streetlow Magazine has been marked by his dedication to capturing and celebrating the lowrider culture across Northern California, as well as through national travels. His work includes notable exhibits like the San Francisco 40-year lowrider exhibit and the Watsonville lowrider exhibit showcasing his photography.
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Lowrider Bicycles
Lowrider bicycles showcase intricate designs and customizations, blending artistic flair with cycling culture to create unique and eye-catching rides. Lowrider bicycles also serve as a cherished activity that fosters bonds over cultural pride that can be appreciated and shared with people of all ages.
- All items inside the display cases are on loan from: Victor Tapia and Family
Lowrider Bicycle Table: East Side Story
This table was designed and fabricated by two cousins, Matthew and Samuel Rodriguez, and their friend, Huong Nguyen. Made from three Schwinn Stingray bicycles, the table has an operational light and legs made from actual wheels with solid inner tubes and pedals. The table's surface in painted Aztec gold with eight coats of clear finish, and features a collage of family photos and memorabilia from East Side San José families. Also included are illustrations from old Mexican movie posters, and excerpts from old Rhythm and Blues music, considered "cruising music."
The Lowrider Bicycle Table is part of the Dr. Martin Luther King, Jr. Library's Recolecciones: The King Library Public Art Collection - 3rd Floor: Raza Writers Collection
- Sketches above on loan from: SJPL's California Room
Araceli Mireya Holmes, Photographer
Araceli Mireya Holmes is a multimedia artist from San José, California. She graduated with her bachelor’s degree in art/photography at the University of Oregon. She enjoys using collage and painting to accompany her photography. Themes surrounding her work include interrogation of culture, connection with fellow artists, admiration of inspirational figures, and visiting with family friends, colleagues, and strangers. She is the featured artist for the East Side San José Magazine by Kooltura Marketing in the Fall 2022 Issue: NAHUI. She also had paintings featured in The Art of the African Diaspora 2024 Show at The Richmond Art Center.
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Tires and Rims
Merchandise
Lowrider themed merchandise serves as a vibrant expression of Chicano culture, embodying pride in heritage and showcasing the unique aesthetics and traditions of the community that includes everything from clothing and accessories to artwork, collectibles, and more.
- Items inside these cases are on loan from: Jimmy Hernandez of Time Warp
Hammer & Lewis
Hammer & Lewis is a legendary store in San José that was established in 1920 where many members of the lowrider community purchase retro and old school wear.
- All merchandise from this case are on loan from: Hammer & Lewis
- Hammer & Lewis posters on loan from: SJPL's California Room
- Hammer & Lewis New Faze Fashions on loan from: Mario Madrid
Sonny Madrid
Sonny Madrid was a Chicano activist who created, owned, edited and published Low Rider Magazine from 1977-1985. Following the magazine, Madrid remained active in the lowrider culture, as well as community work and art. Some examples of his artwork are the custom hand painted hats and posters, still treasured in the lowrider community today.
- Hat on loan from: Gilbert Chavez, Streetlow Magazine
- Stickers on loan from: Jimmy Hernandez, Time Warp
- All other items in this case on loan from: Mario Madrid
Hydraulics
Lowrider hydraulics are instrumental in achieving the distinctive bouncing and tilting movements that define these customized vehicles, showcasing both technical prowess and artistic expression within the lowrider culture. All pieces of lowrider car parts are meticulously selected and customized to enhance both the aesthetics and performance of these iconic vehicles, embodying the creativity and craftsmanship central to the lowrider culture.
Lowrider celebrations and weddings infuse cultural pride and community spirit, blending custom car displays with festive gatherings to create memorable and meaningful events.
Lowrider car shows are vibrant showcases of customized vehicles, where the community and enthusiasts gather to admire craftsmanship, share stories and celebrate the rich cultural heritage of lowriding.
- All advertisements and articles are from Low Rider Magazine, part of the SJSU Library's AAACNA Studies Center's Collection,
Customization
The uniqueness of lowrider cars lies in their custom paint jobs, pinstriping, engraving, and upholstery work, each detail meticulously crafted and tailored to reflect the individual style of the owner, while also honoring the cultural heritage and artistic traditions of the community.
- Items in these cases are on loan from: Vito Castillo Tenorio
- All upholstery tools in the bottom case are on loan from: Paul Reyes, Paul's Custom Upholstery
- All photos in the bottom case are on loan from: SJPL's California Room's Paul Reyes Collection
Model Car Making
Daniel Boles, born and raised in San José, California, started building model cars at the age of seven. His love for lowriders came shortly thereafter. As a young boy living in San José, he started to notice cars that looked different than the hot wheels he was used to playing with. He noticed these beautiful machines, with their chrome wheels, shiny paint, custom interiors, and hydraulics driving around town, and he was enamored. To Daniel, these cooler cars stood out from anything else on the road and opened his world to lowriders. Today, Daniel enjoys building lowrider models, not only as a hobby, but to capture a piece of lowrider culture that he grew up with.
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Maria Herrera, Photographer
Maria Herrera was born and raised in East San José in 1973. As a kid, Maria always saw her mother taking pictures and her father listening to music. Photography and music were planted in her and she has used both as an avenue for self-growth, inner peace, and making connections with others. Maria uses photography to get her out of her comfort zone, to help others feel good and to inspire them. Through helping others, Maria has been able to help herself through difficult times in her life and tries to create images that will stay with the viewer long after they turn away.
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Famous Lowriders
Bands
Bands contribute to the rich tapestry of the music industry and lowrider culture, blending genres like Latin, Funk, and Soul to create a distinct sound that resonates with the community and mainstream audiences alike. One example of such a band is San José's very own Rudy & The Cruisers.
Lowrider music and record playing are integral to the culture, providing the nostalgic soundtracks that accompany cruising and gatherings, fostering a sense of unity and celebration amongst the community.
- All Rudy & The Cruisers items are on loan from: Mario Madrid
- Records on loan from: Dulce Fernandez
- Decca record player on loan from: Kathryn Blackmer Reyes
- Article is from Low Rider Magazine, part of SJSU Library's AAACNA Studies Center's Collection
East Side Stories Music
Movies
Lowriders in movies often serve as symbols of cultural pride and individual expression, capturing the passion and creativity of their owners within the cinematic narratives that celebrate diversity and community spirit. Movies like La Mission and Boulevard Nights portray their cultural significance and community bonds, showcasing how these iconic vehicles symbolize resilience, identity, and the vibrant spirit of Chicano culture.
- LA Mission Streetlow Magazine and La Mission poster on loan from: SJPL's California Room
- Streetlow Magazine signed jacket and records on loan from: Gilbert Chavez, Streetlow Magazine
- Article is from Low Rider Magazine, part of SJSU Library's AAACNA Studies Center's Collection
- Boulevard Nights DVD, signed by Danny De La Paz, on loan from: Estella Inda
- Boulevard Nights poster, music poster image, and Joe R. Hernandez's Disco East poster on loan from: Mario Madrid
Alejandro "Alex Knowbody," Photographer
Alejandro, known alternately as Alex Knowbody, is a visual artist (photo/video), art director, and full-time creative based in San José, CA. With over a decade of freelance experience, he’s learned how to expertly capture honest moments by working alongside small businesses, non-profits, local organizations, and the artist community – with the ultimate goal of bringing authenticity to every visual project he is a part of.
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Dioramas and Miniatures
Lowrider culture inspires diverse forms of artwork like dioramas and miniatures, each meticulously crafter to capture the community's history and spirit, celebrating and honoring the culture's rich heritage.
- Streetlow Magazine calendar and model car are on loan from: Gilbert Chavez
- No Cruising Zone sign is on loan from: Jimmy Hernandez
- All other items on display are on loan from: P.Locz
P.LOCZ, musician, artist, and miniaturist, is from southside San José and lives by the fact that if you don’t speak up now, your voice will never be heard. In 2020, he started miniaturism with his daughter and since then has had their art in multiple galleries, art shows, and museums. P.LOCZ tries to capture the voices of what can’t be said and channel it through art. He believes it’s important to not forget where you came from in the process. Whether still in San José or not, he hopes that when you see his art that you think of home and everything good and bad that comes with it.
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Lowrider Table: '48 Chevy Fleetline
This table was designed by local artist Abraham Ortega, and constructed with help from friends and students from the Sunnyvale Fremont High School's Advanced Auto Tech Design class. Made from a '48 Chevy Fleetline set of fenders painted black and coated with three layers of clear finish, the table is equipped with Firestone 560 tires with whitewall and crossbar hubcaps.
- Part of the Dr. Martin Luther King, Jr. Library's Recolecciones: The King Library Public Art Collections - 3rd Floor: Raza Writers Collection
Zoot Suits
Lowrider culture and zoot suits share a historical connection, both representing expressions of style and identity within Chicano communities, reflecting pride in cultural heritage and a distinctive sense of fashion. Such a shared connection can be seen in the Zoot Suit movie and play with their vivid portrayals of cultural tensions and resilience of Chicano communities in 1940s Los Angeles, to tell a story of identity and injustice.
- Zoot Suit button and posters on loan from: Mario Madrid
- Articles are from Low Rider Magazine, part of the SJSU Library's AAACNA Studies Center's Collection
- Mannequins on loan from: Robert Miranda
- Left suit and accessories, hat and shoes on loan from: Hammer & Lewis
- Right zoot suit and accessories, hat and shoes on loan from: Susan Green
Steven Martinez, Photographer
Steven Martinez was born in East San José. He is passionate about classic lowriders and Chicano culture. His journey into creativity began during high school when he discovered his passion for photography through a Photoshop class. As a witness to San José’s gentrification, he felt compelled to capture what little of the culture was left. Inspired by photographers in Los Angeles, he realized the striking similarities between the thriving Chicano scenes in both cities, motivating him to document San José's unique cultural history. Steven’s impact on the lowrider scene continues in his advocacy for lowrider cruises and community events within San José. Steven is dedicated to preserving lowrider culture.
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Activism
Lowrider activism and community work exemplify grassroots efforts to promote cultural pride, civic engagement, and positive social change within the community. The United Lowrider Council of San José is an organization of car club members, solo riders, photographers, and supporters formed in 2018. The Council strives to promote a positive image of lowriding while giving back to the community. Their activism has led to the removal of no cruising zone and numerous events that have brough the community together in celebration of lowrider culture.
- All items in these cases are on loan from: United Lowrider Council of San José
"Forever Cruising" in the News
- "Lowrider culture back on display at new MLK library exhibit in San Jose" | The Mercury News | August 1, 2024 [webpage]
- "Riding Low and Slow: Empowering Communities by Building Collections" | SJSU NewsCenter | August 1, 2024 [webpage]
- "Forever Cruising exhibit puts lowrider art, culture and community on display" | Localish | August 23, 2024 [video]
- "Advancing IDEAs: Inclusion, Diversity, Equity, Accessibility: Exhibit on lowrider culture at San José State University" | Hanging Together the OCLC Research Blog | September 7, 2024 [webpage]
Past Associated Exhibits
December 15, 2018 - March 31, 2019
Special Collections Exhibit Area | Martin Luther King, Jr. Library
Curated by Estella Inda
The art of lowriding has deep roots in Chicano history and culture. San José was home to a vibrant lowrider scene, centered around the famous east-side intersection of Story and King. The city was also the birthplace of the legendary Lowrider Magazine. Founded by Sonny Madrid and company, this unique publication documented the evolution of cruisin' and the sociopolitical issues facing contemporary Mexican-American culture. A joint collaboration between San José Public Library's California Room and San José State University's Africana, Asian American, Chicano and Native American Studies Center (AAACNA), this exhibited celebrated San José's history of lowriding through photographs, film, and other historical memorabilia.
July 1 - September 24, 2022
California Room, AAACNA Studies Center, & DiNapoli Exhibit Gallery | Martin Luther King, Jr. Library
East Side Dreams synthesized stories both remembered and forgotten, presenting a comprehensive historical picture of the East Side and its people through images and artifacts. This exhibit allowed visitors to experience the East Side’s evolution from fields of fruit and flowers to diverse metropolis and learn about the social forces, organizations and individuals that shaped the East Side into the place we know today. A joint collaboration between San José Public Library and San José State University's Africana, Asian American, Chicano and Native American Studies Center (AAACNA).