Recently, the Puerto Rican independent art scene has seen a boom, and the same applies for the business movement. Small companies like Señor Paleta around the island, Friend’s Cafe in the south and west , and Electroshock and Libros AC in San Juan are just a few examples of the booming business ventures that have been taken place in the past few years. However, one industry that mixes the arts and business that has seen a peculiar explosion has been fashion, particularly a side aimed at the youth. Among the many businesses to focus on this medium are Suxess, Oesterns, Raitrú, and Dadaism Crew. However, the one company to receive a vast amount of support from the public is Pícalo.
(Pícalo logo)
The collective, which has been active “picando conciencias” since 2007, in the last few years has probably become the most recognizable clothing brand in the island. Their conscious and political hip-hop influenced shirts and caps constantly remind Puerto Ricans of the culture that came before and the one they currently live in. In 2017, the company found their store El Nido, where they promote their work as well as that of other local companies and artists through a variety of events. Pícalo’s latest project, the “Desde El Aljibe” series, continues to promote consciousness, political awareness and Puerto Rican culture. “Chicharrón City”, the first video single of the series, features rap duo La Estación Central paying homage to Bayamón, the home of El Nido.
(promo for the video by KUBO)
Directed by KUBO, “Chicharrón City” features La Estación Central rapper EBRS rapping about Bayamón over a boom-bap beat produced by his partner-in-crime Nuff Ced. By letting the listener know of some of the elements that make Bayamón what it is, such as “los Vaqueros” (the local basketball team), “Jerome Mincy” (the famous Puerto Rican basketball player who played most of his career with los Vaqueros), “[Héctor ‘Macho’] Camacho” (the famous Puerto Rican boxer born in Bayamon), and the “Parque de las Ciencias [Luis A. Ferre]” (the famous science park found in the city), the track serves as an introduction and homage to the home of El Nido. In addition, EBRS makes mention of how his mission as a rapper is the same as that of Pícalo and Dadaism Crew: to bring consciousness and political awareness.
(picture of La Estación Central by KUBO)
KUBO’s video direction further enhances the message delivered through EBRS’ lyrics. The filmmaker makes sure to show Bayamon’s greatness by presenting it not only from up close, but also from a bird’s eye as the viewer can see the city from the sky while also showing us El Nido. While the video might seem a little simple because it only focuses on displaying Bayamón and La Estación Central’s creative process, it shouldn’t be dismissed. The visual accomplishes what Pícalo wishes to do: display Puerto Rican culture.
(still from the “Chicharrón City” video)
Pícalo has been one of the most active and supported independent Puerto Rican companies in recent years. By mixing their passion for the arts, fashion, political awareness, Puerto Rican culture, and hip-hop, they have managed to succeed in slowly expanding their brand. Their latest project, the “Desde El Aljibe” series, seems to be yet another way of the collective spreading their ventures and their message through different and creative avenues.