Image of tropical floral notebooks designed by Richie Lopez for Target

***Disclaimer note: In this article I have chosen to use the term Latine when referring to people with Latin American roots. While people with Latin American heritage aren’t a monolith, I use the term as a means of dismantling the gender binary within our language. As language evolves so to do the terms we use.

It’s the end of Latino Heritage Month and this year I was one of the featured artists for Target’s Mas Que collection alongside three other fabulous artists, Daniela Jordan-Villaveces, Schessa Garbutt, and Sol Cotti. This project has been a year in the making and I was so excited to finally see the end result.

When I was approached by Target I wasn’t sure how this would go. It was my first time working with a brand as big as this and I wanted to make sure I was doing everything right. I wasn’t concerned as much about being able to execute the designs. My worries were more in how I was going to represent my culture. It felt heavy, and difficult to try to encapsulate all of what it means to be Latine, to be Puerto Rican in a simple design. We’re not just the pretty plants and colors of course but how was I going to show more than that?

In reality it was an impossible task. There’s no one way to represent all of my heritage in a few products on the shelves of a corporate store in the US. Once I recognized this I changed my mindset about it and allowed myself to exhale that responsibility and instead make something I would like to represent my own personal style.

Image of small cafecito mug in floral pattern designed by Richie Lopez

The representation, I realized, was most important. Being able to see a fellow Puerto Rican and Latine person in the isles of this store mattered more than the product itself. While I’m proud of the design and the products they’re on, I’m most proud of the symbolic meaning of their existence. I am here, I am Puerto Rican and I too contribute to this cultural and artistic landscape.

When I began receiving tags on social media from my fellow Puerto Rican and Latine persons from across the country telling me how happy they were to see my designs in their local target store, I was reassured that my intention was being received for what it really is. It is a statement acknowledging WE ARE HERE. And as a Puerto Rican person I believe we have to continuously shout this out loud because the people of the island and seeds of the diaspora haven’t always been allowed to be proud of their heritage.

"Wear your nationality like a flag - be proud of it!" These powerful words from the esteemed Puerto Rican icon and activist, Rita Moreno, beautifully encapsulate the essence of being Puerto Rican. This statement is rife with historical context. From December 10, 1898 (the date of the annexation of Puerto Rico by the United States) up until 1952, it was considered a felony to display the Puerto Rican flag in public; the only flag permitted to be flown on the island was the flag of the United States. It’s no wonder we’re so overkill on the flag flying come the day of the Puerto Rican Pride parade.

Image of Richie Lopez in Target holding a shirt he designed for Latino Heritage Month. (If you look closely he is also holding a caramel frappuccino because they’re delicious)

As a Puerto Rican, you come to understand from an early age that your culture, your Boricua heritage, is a fundamental part of your identity. It serves as an anchor in a world that often tries to diminish your uniqueness and fit you into predefined molds. Wherever we go, our Puerto Rican spirit permeates through us, whether it's in the flavors of our cuisine, the infectious rhythms of our music, or the multitude of talents we possess. It is not just something we carry within us but something we are compelled to share with the world.

Yet, our position in the world differs from that of other Latine cultures. We are American citizens, a privilege that allows us to navigate the world with greater ease than some of our Latine siblings. Puerto Rico is officially known as the "Commonwealth of Puerto Rico." This status was established in 1952 when Puerto Rico adopted its own constitution, which defines its relationship with the United States. However, this "commonwealth" is still a territory, not a sovereign nation. Puerto Ricans have been U.S. citizens since 1917, granting us the right to live and work on the U.S. mainland without restrictions.

However, this privilege does not come without its complexities. We serve in the U.S. military and can vote in U.S. presidential primaries but not in the general election. Despite being U.S. citizens, Puerto Ricans have no voting representation in the U.S. Congress. While we may elect a Resident Commissioner to the U.S. House of Representatives, this representative has no voting rights on the House floor. Centuries of colonialism and attempts to acculturate us into the "mainland" have left scars. We have endured a struggle to maintain our identity and voice, both of which have been challenged repeatedly. "You don't belong" is a refrain we've all too often heard, leading to marginalization.

Image of Richie Lopez posing in San Juan Puerto Rico

Being Puerto Rican is also about acknowledging and celebrating our mixed heritage, which includes Spanish, African, and Taino influences. Our diversity is a source of strength and richness that sets us apart in the tapestry of Latino cultures. We treasure the fusion of these ancestries and the unique cultural tapestry they have woven.

Nevertheless, we continue our journey with determination, using our privilege to empower those facing their own unique struggles, be they similar or different from ours. Our boricua identity remains a steadfast source of strength. Our pride in being Puerto Rican is a defining characteristic, one that fuels our efforts to wear our nationality like a flag, a symbol of the resilience, diversity, and unity that make us who we are.

Being Puerto Rican is more than an identity; it's a rich tapestry of culture, resilience, and unity. We proudly wear our nationality as a badge of honor, embracing our heritage and sharing it with the world. Our journey may be marked by both privilege and pain, but our commitment to empowering others and celebrating our unique identity remains unwavering. As Puerto Ricans, we stand together, unwavering in our pride and determination to shine brightly on the world stage.

More than a Month: Richie Lopez for Target LHM Collection