The University of New Mexico (UNM) marked the beginning of Hispanic Heritage Month with its third annual Lobos y Lowriders event at Cornell Mall. The gathering, organized by the Department of Chicana/o Studies and the Student Activities Center, drew hundreds of students and community members to experience various aspects of Hispanic culture. The event featured music, food, demonstrations of pinstriping, and displays from local lowrider clubs.
A central feature was the appearance of Joe Hernandez, recognized as the creator of the “Lowrider Man” logo. Hernandez developed the logo in 1978 at age 18 for Lowrider magazine’s first calendar. He explained his creative process: “Lowrider would not be here if it wasn’t for Lowrider magazine.” He cited influences from 1970s cultural styles such as lowriders, Zoot Suits, Cholos, and fedora hats.
Hernandez has lived in New Mexico for four decades but grew up in San Jose, California—the city he called “the lowrider capital of the world.” He commented on how his artwork became part of youth culture: “I hear many people telling me, when they were in high school, they were drawing it in the classroom,” said Hernandez. Reflecting on the symbol’s influence, he added: “I always say back in the day people were getting crosses and Playboy bunnies on their shirts, on their skin, and now they’re doing the Lowrider Man. It’s a different world.”
Hernandez expressed appreciation for UNM’s focus on cultural education: “It’s great to be here at the college,” said Hernandez, “because they try to teach about the culture of lowriding.”
Valerie Chavez and Gilbert Chavez organized Lobos y Lowriders with an educational goal—raising awareness about Hispanic heritage while highlighting contributions from New Mexico’s lowrider community. Valerie Chavez is a Ph.D. student in Chicana/o Studies at UNM and a graduate assistant at El Centro de la Raza. Her research focuses on how young women in New Mexico express their Chicana identity through participation in Albuquerque’s lowrider scene.
Valerie described her motivation for starting Lobos y Lowriders: “They spend so much time, they spend so much money investing in these vehicles. For them to be able to be celebrated on a campus like this means a lot to them, and it means a lot to the overall community.”
Gilbert Chavez works as a bus driver and supervisor at UNM and has been involved with classic cars since childhood. He owns 16 classic vehicles including one called Brown Sugar that he brought to display during the event. On participating with his car he said: “How else can I show my appreciation for being brown, than bringing ‘Brown Sugar’?”
He also spoke about changing perceptions regarding lowriders: while once associated with negative stereotypes or gangs, today they are increasingly seen as symbols of cultural pride and unity among car enthusiasts. “In my opinion, the classic car world is a tight, united family… we all watch out for each other,” Gilbert said.
Lobos y Lowriders has grown since its inception into what organizers hope will become an enduring tradition celebrating both student life and broader community connections during Hispanic Heritage Month. Valerie Chavez reflected on this impact: “I hope these kinds of events can continue because it brings two groups together that probably never would’ve,” she said.
Gilbert Chavez also noted the significance of hosting such events on campus: “Having lowriders on campus and being looked at from the university’s point of view is amazing,” he stated. “and it’s actually an honor.”
