Jerez, Zacatecas
Chuy Loco was born and raised in Jerez, Zacatecas, Mexico, a Pueblo Mágico where the horses are beautiful, the tamborazo never stops, and everybody knows somebody who knows your entire family.
Official character bio
The legend of Jerez, Zacatecas
Meet Chuy
A larger-than-life animated comedy personality. From the job site to the fiesta, he brings the confidence, the family pride, and the legendary party spirit of Jerez.
The short version
Self-made. Fearless. A little bit loco.
Chuy Loco is a larger-than-life Mexican entrepreneur and the proud owner of one of the largest landscaping businesses on the West Coast. A self-made success with an unstoppable work ethic, Chuy built his empire through ambition, hustle, and a fearless attitude.
But business is only half his story. Chuy loves a good party, a strong drink, great music, and making everyone around him laugh.
Underneath all the chaos, Chuy is genuine, brutally honest, generous, and proud of where he comes from. He speaks his mind, lives by his own rules, and believes success means nothing if you’re not having fun along the way.
Érase una vez
Where the legend began
An unstoppable bloodline
Chuy comes from a long line of powerful Aztec warriors. According to family legend, his ancestors were beating everybody up so badly that they eventually got tired of fighting and moved to Jerez to rest their hands, ride horses, and drink a few cold cervezas. Historians may have questions, but nobody in the family is brave enough to ask them.
The unofficial Mexican He-Man
The strength in Chuy’s bloodline is said to come from the same ancient source as He-Man, making Chuy the unofficial Mexican He-Man. He has all the power, twice the confidence, and absolutely none of the self-control.
La familia
The man. The family. The legend.
El Charro
Don Chuy Senior
His father, Don Chuy Senior, was the most respected charro and ranch boss in Jerez. He raised horses, owned fields, and made the finest saddles and belts in Zacatecas. His horses walked with more confidence than most men, and when Don Chuy Senior entered town, the tamborazo started playing without anybody hiring them.
La Jefa
Doña Lupita
His mother, Doña Lupita, was a stay-at-home mom who actually controlled the entire operation. She raised the children, managed the house, cooked enough food for the family and half the neighborhood, and kept Don Chuy Senior in line. She could stop a horse, a mariachi band, or a full-grown Aztec warrior with one look and a chancla in her hand.
Pa’l norte
Coming to America
Chuy eventually came to America the right way because he had one goal: to become a boss.
He got his papers, earned his contractor’s license, built his business, and pays his taxes every year, usually right after he finishes partying. So immigration can’t tell Chuy shit. ICE can ask questions, but Chuy has his papers in one pocket, his contractor’s license in the other, and enough cash for the taquero somewhere in between.
- Pocket onePapers
- Pocket twoContractor’s license
- In betweenCash for the taquero
Today
King of the West Coast
Today, Chuy runs one of the largest landscaping businesses on the West Coast, turning ordinary yards into palaces while carrying the strength, pride, and party spirit of Jerez everywhere he goes.