Michael Jason Enriquez’s (an Advertising student at Art Center College of Design) Cholafied comes from the mind of an LA kid who grew up in the 90’s. It’s a throwback to Chola gangster style: Sharpied eyebrows, dark lipliner, and the fumes from a can of Aqua Net. It’s a product of LA where subcultures, celebrity obsession, street art, and stupidity are rolled up together like one of those bacon wrapped hot dogs sold on Hollywood Blvd.
Things can get jumbled up living in LA. It can be very glossy and image based. The many subcultures in the city are a reflection of wanting a sense of belonging in what some consider a very lonely city. This is a town where icons are manufactured. We have the Kardashians, American Idol, and Lindsay Lohan. We root for these people, we rally behind them, and then we beat them up to see if they can stand back up again, like jumping them into a gang.
Cholafied tries to capture as many different fandoms as possible on the site. Tumblr is perfect for this because people in the different fan bases reblog and ‘like’ the same things between each other. There is a group mentality that draws an odd parallel to gangs. So Cholafied labels a cultural icon a chola, gives them a chola look, and then jumps them into a gang of ridiculousness by posting them on the site.