Meet Vinicius Amaro | Founder Pinche Loco Original (P.L.O)

We had the good fortune of connecting with Vinicius Amaro and we’ve shared our conversation below.

Hi Vinicius, where are your from? We’d love to hear about how your background has played a role in who you are today?
My name is Vinicius Amaro, born and raised in Brazil in the city of São Paulo, I’m 37 years old and I’ve been working with design for around 23 years, creating art for some clothing brands. I have a degree in Graphic Design from the University of Fine Arts of São Paulo and since then I have been developing this work focused on Californian culture for some brands.

I have always been fascinated by Mexican culture as well as lowrider culture, on one of my trips to Mexico in 2014 I was certain that I wanted to build a brand focused on this market that was expanding in South America but there was a deficit of products with this focus.

Then, in 2020, I launched my brand (Pinche Loco Original) and as I already had a lot of followers for my creative work, the brand brought me a very loyal audience in Brazil and other parts of the world.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
Like everything in life, nothing came easy. The commitment to being an above-average creative nowadays is quite difficult, isn’t it? Well, 20 years ago it was even more difficult, precisely because of the lack of tools we had at that time. It was just paper and a pen, we didn’t even have a computer to use. So my trajectory was built in a very solid way and with a lot of patience, always studying which paths I would follow as well as listening to people with more experience and having total patience with that whole process, respecting each phase of my evolution and learning above all that mistakes are part of and always teach us very valuable things and behaviors.

Specifically about my brand, I want people to know that we in South America really experience resistance and that Latin culture lives in our veins in a very strong way, transforming every difficulty into a true fortress.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
There are two places in the world that enchanted me.

One of them is Mexico, specifically the city of Oaxaca and the other is the United States, specifically the city of Los Angeles, which I even attended a few months ago at an event in Long Beach (Lowrider Super Show).

The entire flag we defend runs through Latin America/California, so it would be impossible not to be passionate about these places.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Yes, I certainly had great influences during my career, mainly from people, music, books, brands, etc.

Much of what influenced me was the Californian lifestyle, the entire Dog Town culture of Venice Beach, as well as punk rock and some bands in particular such as (Rancid, Social Distortion, Sex Pistols, NOFX, Sublime, among others.)

There are two books that were my guides when I was starting my career, both from the KORERO collection (Kustom Graphics Vol. 1 and Vol. 2). They really were my guides.

When it comes to Chicano culture in the United States, it all started in mid-2014 when I also discovered Teen Angels magazine, a magazine that had its first publication in 1981 and that portrayed the culture in its purest essence, a fantastic informative magazine and fully illustrated with arts, photographs, stories, fashion, testimonials, etc.

All this information fed me so that I could actually fall in love with this entire universe.

Website: www.pinchelocooriginal.com.br

Instagram: https://www.instagram.com/pinchelocooriginal/

Other: Personal perfil IG:

https://www.instagram.com/viniciusamaroplo/