Unsung Heroes of Hispanic Heritage Month: Berkowitz the tailor

yossiberkowitz They were ordinary people living ordinary lives, until one singular sensation of circumstance conspired with fate to make them UNSUNG HEROES OF HISPANIC HERITAGE MONTH.

In 1978, a young Chicano actor from Montebello, CA went to tailor Yossi F. Berkowitz to try on a new suit custom-made for his starring role in a Los Angeles play. Right away, he noticed that the coat sleeves were too long.

“No problem,” said Berkowitz, a long-time shop owner in nearby Boyle Heights. “Just bend them at the elbow and hold them out in front of you. See, now it’s fine.”

Mas…Unsung Heroes of Hispanic Heritage Month: Berkowitz the tailor

Richard Montoya and Edward James Olmos walk into a bar…


It was a hot afternoon, much like today. Walking into the cool darkness of East Side Luv in Boyle Heights was a relief. It was crowded, about two dozen people milling about, some busy setting up recording equipment, others huddled in small groups. Waiting. It was “media day” for Water & Power, which comes out today.

I’d watched the movie the night before in a small screening room somewhere in Hollywood. Dark, unsettling, violent, suspenseful, heartbreaking, redemptive … I had questions, but so did everybody else.

I was finally called over, and before long, the movie’s writer and director Richard Montoya and Edward James Olmos, the film’s presenter, were seated in front of me. I had 15 minutes, more or less.

Abelardo de la Peña Jr. (AdlpJr): What got you involved in Water and Power?

Edward James Olmos (EJO): The single most important thing about movies: The script, the story, the writing. Richard is a genius. Go watch the movie. You watch the movie, and you see, all of a sudden …

Mas…Richard Montoya and Edward James Olmos walk into a bar…

Unsung Heroes of Hispanic Heritage Month: Yossi F. Berkowitz

yossiberkowitz They were ordinary people living ordinary lives, until one singular sensation of circumstance conspired with fate to make them UNSUNG HEROES OF HISPANIC HERITAGE MONTH.

In 1978, a young Chicano actor from Montebello, CA went to tailor Yossi F. Berkowitz to try on a new suit custom-made for his starring role in a Los Angeles play. Right away, he noticed that the coat sleeves were too long.

“No problem,” said Berkowitz, a long-time shop owner on Whittier Boulevard in nearby Boyle Heights. “Just bend them at the elbow and hold them out in front of you. See, now it’s fine.”

Mas…Unsung Heroes of Hispanic Heritage Month: Yossi F. Berkowitz

WTF? ‘Latina’ magazine picks 30 ‘most iconic’ Latinos on TV

Boy, these are fun times, huh? Everyone wants to either be Latino or market Latino things. Let’s all Hispanicize!

I mean, just look around! The GOP is embracing Latinos (har, har) and there are products everywhere like Tide Latino, Ford Latino, Clorox Latino, Latino socks, Latino water, Latino sunlight. Hell, there’s even a PETA Latino now! These Hispanic marketeers know no bounds!

Recently, Latina.com named the “30 most iconic Latino TV characters of the past 60 years.”

My only problem with that is their elastic definition of “Latino.” Many of their icon choices are either stereotypes or just plain questionable. They could have named their article “We’re reaching here, so bear with us, and buy some Latino Tide!”

I’ll run down a few of the more questionable picks and let you decide who makes the cut. Are they iconic? Are they Latino? Are they iconic Latinos?? Gasp! You be the judge. And for the love of Latino Jesus, make sure you buy some corporate Latino products while you’re at it.

Mas…WTF? ‘Latina’ magazine picks 30 ‘most iconic’ Latinos on TV

Unsung Heroes of Hispanic Heritage Month: Yossi Berkowitz

They were ordinary people living ordinary lives, until one singular sensation of circumstance conspired with fate to make them UNSUNG HEROES OF HISPANIC HERITAGE MONTH.

In 1978, a young Chicano actor from Montebello, CA went to tailor Yossi Berkowitz to try on a new suit custom-made for his starring role in a Los Angeles play. Right away, he noticed that the coat sleeves were too long.

“No problem,” said Berkowitz, a long-time shop owner on Whittier Boulevard in nearby Boyle Heights. “Just bend them at the elbow and hold them out in front of you. See, now it’s fine.”

“But the collar is up around my ears!” the actor complained.

Mas…Unsung Heroes of Hispanic Heritage Month: Yossi Berkowitz

Mainstream media wants to know: WTF are ‘pochos’ and ‘nacos’?

I have long said it is a Pocho Planet, and maybe you can make the case that it’s a Naco World as well!

We all know what a pocha or a pocho is, and the greatness and prestige that designation implies. But if you aren’t clear, or wondering what the hell naco means, watch this mun2 video featuring Gustavo Arellano, Jenni Rivera, Commander Adama plus many other cool folks. And me.

Thanks to the gente at mun2 for having me!

Naco was the Word of the Day at the Daily Texican in 2004