Chica's Cultural Ties
Two years ago, husband-and-wife design team Helen Martinez and Christopher Griffin set out to create a hip line of T-shirts that would appeal to young Latinas who were looking for modern styles with a Latin flair.
“I always wanted to start a label like Cross Colors or Fubu because both lines appeal to young people who want to be culturally in tune to fashion,” Martinez said.
Martinez and Griffin created a line, Chica, that uses animation motifs (think “Power Puffs” for Latinas) and graphics with modern styles and novelty treatments to appeal to girls who want to show off their heritage. Items in the line have Latin-themed names, including “Quinceanera” (which refers to a Latina “Sweet 16” celebration) and “Spicy.”
The Gardena, Calif.-based couple said the line is targeted to Latinas between the ages of 14 and 25. According to Martinez, Chica’s quintessential shopper is bilingual, acculturated yet culturally Hispanic, and someone who prefers to read magazines in English and watch “Buffy the Vampire Slayer” and is likely to set styles for her peers.
“There’s a great need for this kind of outlet for young Latin women,” said Martinez. “I’m always getting great responses from those who can identify with what I’m doing.” The Cuban-Nicaraguan designer said she used to have a hard time fitting in because her mother used to make her wear handmade embroidered shirts to school. “They were really frilly and stood out,” she said.
As a result, Martinez takes a serious approach to marketing the line. She and her husband visit Los Angeles-area classrooms and distribute roughly 500 questionnaires each month, asking questions about subjects ranging from the magazines teens are reading to their favorite radio stations.
The line includes baby tees, cap and short-sleeve, hooded T-shirts, pullover-hooded fleece, fringe-bottom tanks and side-laced tanks. It also includes tees with novelty treatments including felt appliqueacute;s, nail heads, silver studs, caviar beading, foil and metallic treatments and airbrush screens.
The company’s latest T-shirt collections include a Frida Kahlo graphics series and a graphics group inspired by Spanish movie posters.
The line is currently sold at Hot Topics, Torrid, Gadzooks and Mr. Rags, and through Alloy and Delia’s catalogs. Wholesale price points range from $6.50 for a basic T-shirt to $14.75 for a sweatshirt.
Chica will be exhibiting at MAGIC in booth #50450 at the Sands Expo & Convention Center as well as at New York’s Femme show in September. Chica also has a showroom in Suite A-887 of the California Mart. For more information, call (213) 622-1347. —Claudia Figueroa and Darryl James
