page_title: 1970s in fashion
section_title: Cholos
hierarchical_section_title: 1970s in fashion / Teenage fashion / Cholos
caption_attribution_description: English: Mexican-American teens at Venice Senior High school. [Ref: Venice Senior High School yearbook: The Gondolier. 1974]
context_page_description: Fashion in the 1970s was about individuality. In the early 1970s, Vogue proclaimed "There are no rules in the fashion game now" due to overproduction flooding the market with cheap synthetic clothing. Common items included mini skirts, bell-bottoms popularized by hippies, vintage clothing from the 1950s and earlier, and the androgynous glam rock and disco styles that introduced platform shoes, bright colors, glitter, and satin.
  New technologies brought advances in production through mass production, higher efficiency, generating higher standards and uniformity. Generally the most famous silhouette of the mid and late 1970s for both genders was that of tight on top and loose on bottom. The 1970s also saw the birth of the indifferent, anti-conformist casual chic approach to fashion, which consisted of sweaters, T-shirts, jeans and sneakers. The French designer, Yves Saint Laurent and the American designer Halston both observed and embraced the changes that were happening in the society, especially the huge growth of women's rights and the youth counterculture. They successfully adapted their design aesthetics to accommodate the changes that the market was aiming for.
context_section_description: Following the recession of 1973, the zoot suited pachuco look declined due to its association with comedic Blaxploitation pimps. Instead, working class Mexican youths began dressing in a more casual style inspired by the clothing of prison gangs, left wing counterculture groups like the Brown berets, the antiwar movement, and the 1960s greaser subculture. White T-shirts, winklepickers, double denim "Texan tuxedos," ringer Tees, plaid shirts, Aviators, black wool tuques, brown berets, green military surplus field jackets, sheepskin coats, Castro hats, untucked white shirts, and khaki Dickies pants were commonly worn by these cholos and chicanos, together with slicked-back pompadour hairstyles and large sideburns.
caption: Three Los Angeles Chicanos in 1974.
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