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Johnny Lozoya is not from Arizona. But if you ask an in-state lowrider in his community, he might be a born and raised Arizona Chicano, even though he’s only lived in Phoenix for 25 years. His decades of dedication to fostering and enhancing lowrider culture in the Southwest speaks for itself.
He arrived in the late 70’s and quickly established himself as a promoter of cultures born in Southern California, Texas and the post-WWII Southwest. Lowriders were expressions of art, family, and religion in Chicano and Latin American cultures.
Lozoya’s love for the low, slow-riding, customized classic cars that have become staples in Chicano households is what helped him spread throughout Arizona.
Lozoya, 69, grew up in the Los Angeles area surrounded by lowrider culture. He was fascinated as he watched dozens of Latino families gather, live together, and display vintage cars with hydraulic suspension that danced to the beat of barrio music. So he joined the car club.
“All of us with the same mindset of driving through the streets came together and did something for the community, like dancing, barbecues and free community events,” Lozoya said.
He immediately identified with the movement and joined one of the clubs. He then founded his own brand, which he named ‘New Image’, because he wanted to give lowriders a new image in view of the negative stereotypes associated with the culture.
“At the time, they didn’t want a lowrider because there was a lot of negative image surrounding it. We didn’t understand why,” he said. .”
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Seeding lowriders in Arizona
Due to his successful contribution to the movement, he was invited to join Lowrider Magazine as a promoter. The magazine covered several states he visited, hosting events, opening magazine outlets and, above all, fostering his lowrider movement.
His work took him to Arizona in 1969 to organize the state’s first lowrider competition held at Firebird Lake in Chandler. People from California, Texas, New Mexico, and other states attended. He was the first Chicano to organize such an event for the magazine.
“Coming to Arizona was like planting a little seed. We had a big lowrider presence in Phoenix, Tucson and Yuma, but they weren’t well organized,” Lozoya said.
Lozoya has helped host at least five Lowrider Super Shows in Arizona. Over time, the movement has come to establish itself as one of the fastest growing states for lowrider culture. Said to be most loyal to this movement.
“When it comes to the lowrider movement, Los Angeles is number one, and the numbers speak for themselves. They are very loyal, Lozoya said.
“We didn’t create the Lowrider, but we confirmed the movement. I’ve been doing it for over 40 years,” says Lozoya, and the Lowrider community always recognizes his efforts and contributions to the movement. I’ve been
Roger Amaya, who has known Lozoya for over 35 years, praised his leadership and praised the way he actively participates in the community.
Anthem resident Amaya said she has witnessed Lozoya’s care and dedication when organizing events for the lowrider community. He said his events are a success because of it.
Passion for photography and action
“I fell in love with the deal when I picked up my first camera and took my first pictures,” says Lozoya.
While he had distinguished himself as a photographer in Lowrider Magazine projects and social events, he dreamed of taking his work to another level.
In the early 1990s, former Maricopa County Superintendent Mary Rose Wilcox hired him to photograph him at a dinner attended by former Homeland Security Secretary and Arizona Governor Janet Napolitano and other Latino leaders. His dream came true when he had
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“That was my goal. I was so hungry to do it. I wanted to be photographed with a great person at a political event. “It turned my life around for the better,” he said.
From there new opportunities came to him. Bernie Sanders, John McCain, George W. Bush, Bill and Hillary Clinton, Bob Menendez, Ed Pastor, John Kerry, and everyone else he’s had the chance to photograph.
One of his closest friends is longtime photographer Jose Munoz. He has documented immigrant communities in Arizona for decades. This was especially true at a time when the controversial “Show me the papers” SB 1070 Act was enacted.
Having worked with Lozoya for 25 years, he says he’s had the opportunity to see the passion he puts into his work.
“He’s very passionate about what he does. He loves photography and that’s reflected in the quality of his work,” Muñoz said. “He has a great charisma, which has led to some great friendships on this project.”
At the time, he added, Lozoya gave him good advice that helped him become a better photographer.
“I started photography as a hobby without imagining what the future would hold. Today I am proud of all the memories I have captured,” Lozoya said.
Lozoya is also a strong supporter of immigrant rights.
For the past 20 years he has been a member of the Latin American Civil Union LULAC, supporting community relations. Also, for the past decade, he has worked with Somos America, a non-profit organization that advocates for the rights of immigrants in the United States.
His commitment to Arizona immigrants and all Latinos is a passion he found in Cesar Chavez’s labor and civil rights activism.
“(Mr. Chavez) was an example of activism. He was a man who helped the Latino workers a lot. Today, I think we need 100 Cesar Chavez in Phoenix to get justice.” he said. “Enough of discord, gossip and envy…we must wake up, unite, have the same conversations and work together for justice,” Lozoya said.
