Breaking Stereotypes in the Surfing World

Latinos are making a splash on the surfing world. Nacho Lopez and Henry Michel of Santa Cruz, California, are slashing stereotypes with a new line of surfwear with a Latino flavor.

(PRWEB) August 22, 2005 -- A new wave of Latinos are hitting the surf culture. Nacho Lopez and Henry Michel of Santa Cruz are slashing stereotypes:

Lopez didnt know it at the time - the 1970s - but the Santa Cruz resident would become a pioneer in the sport of surfing.

Today, at 45, the two-time competitor at the famed Mavericks surf contest near Half Moon Bay is recognized as one of Santa Cruzs first big-wave riders, one of the few of Latino descent.

And he isnt the only Latino hitting the waves these days.

The face of surfing has changed, and more and more Latinos are embracing the sport and the culture.

"Its becoming a lot more international," said Kelly Tillman, tour representative for the Association of Surfing Professionals in Huntington Beach.

In the last year, the South American countries Peru, Brazil and Ecuador were added to the list of nations hosting major surfing events.

And locally, the rise of surfing among Latinos has Santa Cruz resident Henry Michel, a native of Jalisco, Mexico, pushing his own line of surf gear.

Michel opened a store selling his "Puropedo" wear at the Capitola Mall this month.

"We are targeting the surf culture with a Latino flavor," said Michel, whose shop sits in front of the food court. "I think we have hit a crossroad."

Manuel Pastor, a professor of Latin American and Latino studies at UC Santa Cruz, said Latinos were possibly not included or welcomed in the surf culture during the early years of the sport and often lacked the opportunity and proximity to the ocean to participate.

The rise of Latinos taking up surfing today is no surprise, said Pastor, whose son also has taken up the sport.

"We are really seeing a process of mixing," he said.

The spread of surf culture:
Michel started "Puropedo No Worries Wear" in 1995 when he hit the streets with three dozen T-shirts on Santa Cruzs Westside and passed them out to friends.

The name for the company came from a phrase Michel's father would say, "Puro pedo," loosely translated as "No worries."

"Its laid back and goes perfect with the surf culture," Michel said.

The company now sponsors Lopez as well as seven other surfers and six skateboarders.

On Aug. 1, Michel and his brother opened two locations to sell their clothing - one at the Capitola Mall and the other in San Diego at the Plaza Las Americas.

"Our aim is to fulfill the need for a Latino surf brand," said Michel. "Theres nothing else out there."

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