NaCo. is a Mexican clothing company founded in 2001. The company was founded by Edoardo Chavarin (29, Tijuana) and Robby Vient (24, Mexican American) after studying at the Art Center College of Design in Pasadena, California. Its name derived from a play of words combining "naco" (equivalent to "tacky"or "ghetto" as an adjective or "White trash" as a noun) with the abbreviation of company, "co.". The company has popularized words in Mexican slang designing more than 120 t-shirts with phrases such as "Estar Guars", which is (supposedly) how a naco would pronounce Star Wars and "Chilangolandia", which is a combination of Chilango (slang term for people from Mexico City) and "Disneylandia" (Disneyland in Spanish). The company also has a second line of clothing dedicated to the lucha libre and has expanded to sales in Argentina with t-shirts with the phrase "boludo" (Argentine slang for "slacker") and with stickers found inside Doritos bags in Mexico.
Phrases on shirts
|Original phrase||NaCo. phrase|
|The Beatles||Los Bitles|
|Che Guevara + Cepillín||Chepillín|
|Chilango + Disneylandia||Chilangolandia|
|Judas Priest||Judas Tadeo (Jude Thaddaeus)|
|KISS + Los Bukis||LOS BUKISS|
|Los ricos también lloran (The rich also cry)||Los ricos también roban (The rich also steal)|
|Star Wars||Estar Guars, Stas Wey|
|Gulf of Mexico||El Golfo de México (The Pimp of Mexico)|
|Nintendo||No Entiendo (I Don't Understand)|
|China + Sinaloa||Chinaloa|
- This clothing company is challenging traditional social norms and celebrating all things NACO! article on DallasVida.com.
- If you're a naco you know it article on the LA Weekly.
- NaCo T-shirts from Mexico have made uncool the new cool article on The Arizona Republic.
- It's Hip to Be 'Naco' article at the National Public Radio site.