When we gave Suavecito this award two years ago, the santaneros who ran the business still had a MySpace page as its main web presence, still mostly sold to Chicanos in Orange County, and only made the fabulous pomade, with its iron grip and floodlight shine that nevertheless washed out easily. Two years later, Suavecito is shipped worldwide, it has introduced a shaving line, and the webpage features hilarious mockups of its chingón icon (a skeleton running his comb through a massive pompadour) as everyone from the Ben Davis pants mascot to Shepard Fairey's Obama poster. Most impressive is that an entire generation of males now swear by it the way its older brothers and uncles once swore by Three Flowers and Moco de Gorila.
