Just as the high tech revolution was taking shape in Silicon Valley in the 1970’s, another group of innovators, entrepreneurs and artists on the East Side was taking lowriding to a new level. Lowriding and cruising were considered a waste of time at best and dangerous at worst. But San Jose lowriders were the first to recognized the social significance and commercial potential of what they were doing on the boulevards.
Computer geeks may have brought high technology to the rest of the world, but these vatos brought us the cool, low-slung style that endures to this day. They were innovators in their own right, using groundbreaking media and mass marketing techniques to build Chicano pride and spread the urban style mystique worldwide.