Memoir of the Iconic San Marcos Blanket

As Texas braces for arctic weather to blanket the entire state, Texans prepare with bottled water, shelf-stable food, and fuel for their generators. Seemingly, Latino families prepare for the cold weather with comfort food like arroz con leche, hot chocolate, conchas and marranitos, but winter wouldn't be winter without the iconic San Marcos. A what? A San Marcos is a blanket, not to exaggerate or be biased, that rivals your abuelita's warm embrace. A San Marcos is a family vacation full of magical memories. A San Marcos is an experience.

During a trip to Spain, a tourist named Jesus Rivera Franco, was introduced to a fabric that intrigued him, a robust material that was warm but not too heavy. Upon his return to his native land of Aguascalientes, Mexico, Rivera Franco was determined to reproduce the fabric. After many failed attempts, Rivera Franco created the first blanket in 1976, naming it after his neighborhood, San Marcos.

The blanket, or cobija, became an instant must-have. Rivera Franco eventually had six factories, employing more than 8,000 people. At one point, the San Marcos factories were producing 300,000 blankets a month. The blankets came in all sizes: twin, queen and king sizes, as well as crib-size. Their starting price was $8 (in Mexico.) The blankets were highly sought after, not only for their practicality but also for their individuality. They were one of a kind.

A San Marcos cobija cannot be confused; they are unique. Labeled as a "Super Cobertor Blanket," it is cut from a thick 90% acrylic-10% polyester blend printed with intentionally tacky designs of Aztec warriors, fierce lions, la virgencita and intertwined roses. One distinctive feature of the San Marcos blanket is its use of vibrant colors and intricate designs.

The San Marcos became an iconic symbol of Mexican culture and heritage. The blankets were exported to various parts of the world, including the United States, where they found the warm reception of Latino migrants.

In 1993, at the height of their international recognition and popularity, Jesus Rivera Franco sold his business, Grupo Textil San Marcos, to Grupo Cydsa, a company in Monterrey, Mexico. The initial years saw favorable sales performance, but the sales shifted when Mexican President Carlos Salinas de Gortari's trade liberalization policies opened Mexico's economy to international competition. Asian imports flooded the market with knock-offs, often referred to as "colchas Koreanas." As a consequence, the company faced operational challenges, and by 2004, after enduring six years of declining sales, the production of San Marcos blankets stopped.

Almost 20 years later, the San Marcos is still referenced, even though they have ceased to exist. The San Marcos blanket has experienced a resurgence in popularity, not only as a fashion statement but also as a winter staple. When threatened with cold weather, people still say, "saquen la San Marcos." The blanket's association with warmth and comfort makes it a particularly nostalgic piece of artifact; an opportunity to connect with Mexican heritage and traditions. Today, calling a fuzzy blanket a San Marcos blanket is equivalent to calling a tissue a Kleenex or a cotton swab a Q-Tip; using an imitation product to describe an original brand. It's an unintentional association made purely out of familiarity or nostalgia.

The San Marcos, like all legendary icons that are fondly remembered, has resurrected. In fashion, San Marcos blankets are now frequently used as shawls, wraps, and ponchos, adding a touch of Mexican flair to winter wardrobes. In 2016, fashion designer Brenda Equihua launched her label, later creating a San Marcos-inspired collection that was recognized in Vogue Magazine in 2018. On Ebay and Etsy, the going rate for an original San Marcos is anywhere between $60 to $160, depending on the design; the coveted Aztec warrior blanket is going for upwards of $500. San Marcos' versatility and timeless appeal makes them a favorite accessory for both fashion-conscious individuals and those looking for a practical way to stay warm. In pop-culture, the word San Marcos was added to urbandictionary.com in 2003, accurately defining it as "pimpin' warm blankets from Mexico."

The history of the Mexican iconic blanket, San Marcos, is a symbolism of warmth, comfort, and heritage. Its vibrant colors, intricate designs, and cultural significance make it a beloved heirloom, bringing both practicality and nostalgia when fronting cold weather. Even a dupe from DHgate or TikTok Shop can represent what the original colcha once did, an essential item in a home. Whether it's for warmth, decoration, or fashion, the San Marcos blanket (or a similar marca patito) continues to captivate and inspire people around the world, reminding us of the enduring power of traditional craftsmanship and artistic expression.

@Santitos

@salinasmariasantos

THIS ARTICLE WAS ORIGINALLY POSTED BY FRONTeras ON JANUARY 13, 2024.

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