Chico Clothing

Who or what was Chico Clothing?

Chico Clothing was a German BMX lifestyle and apparel brand founded back in 1993 by Dirk "Rosi" Rosenthal in Cologne-Ehrenfeld, placing it in the direct neighborhood of Wethepeople and Freedom BMX Magazine. Dirk, himself a successful contest rider (especially in Flatland) and considered a hero by many, started printing T-shirts to finance his trips to BMX contests.

What did Chico Clothing stand for?

Chico Clothing stood for fresh colors, comfortable cuts ("zum wohlfühlen"), and a style deeply intertwined with musical influences (Disco) and the vibe of 70s cult films. This was reflected not only in their designs but also in their memorable video commercials. The brand represented a strong connection to subcultures and the street, driven by Dirk's long-standing presence in the BMX scene (and potentially behind the turntables at parties).

What makes Chico Clothing products special?

Their products were special because they authentically captured a specific era and vibe within the German BMX scene, heavily influenced by Dirk Rosenthal''s personal style and interests. They were rider-owned and originated from the core. Furthermore, Chico supported a legendary team of influential riders, including international flatland icon Chad DeGroot, German legends like Markus Wilke (Freedom BMX editor-in-chief, World Champion, X-Games runner-up), Waldemar Fatkin, Michael Steingräber, Dutch powerhouse Bram Verhallen, and even kunstform?! CEO Daniel Fuhrmann, cementing their deep connection within the scene. Fun fact: kunstform?! owner Seppl still has one of the first Chico Clothing hoodies in his closet!

What did Chico Clothing primarily manufacture?

Chico Clothing focused on:

• Apparel: T-Shirts, Hoodies, potentially other items featuring their unique, often colorful and retro-inspired graphics.

Chico Clothing - Rosi on Video

Who were Chico Clothing products suitable for?

Chico Clothing was suitable for BMX riders and individuals who appreciated the brand's unique style, its connection to the German BMX scene (especially Cologne), and its influences from music and 70s culture. It was for those looking for comfortable, expressive apparel from a rider- owned label.

Is Chico Clothing still active?

Chico Clothing no longer exists. The brand was very prominent in the German BMX scene in the 1990s and 2000s. However, Dirk Rosenthal is still active in the clothing industry.