Changing Neighborhood – Chickas Jeans

A sign of the times? A year and a half ago, I ran across this display of mannequin bottoms outside Chickass Jeans. The name was highly politically incorrect, and the mannequins seemed equally so. For those not conversant in Spanish, “chica” is the word for girl (or young woman). The store is in a heavily Latino neighborhood and caters primarily to young Latina women.

Chickass Jeans
Chickass Jeans

In the intervening year, they’ve renovated the shop, and changed the name. It’s now Chickas Jeans. I have mixed feelings about the name change- there was something amusing about the blatantness of the sexual pun in the name. Amusing in the same way that Hitler jokes in “The Producers” are amusing – seeing the old sign was just so jarring to the sensibilities that you couldn’t help but chuckle at it from discomfort. Perhaps it’s a sign that Latina feminism is starting to take hold and the message is getting through that women don’t want to be objectified.

Chickas Jeans
Chickas Jeans

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