Humberto Cruz
*in living color


written & interview Hannah Rose Prendergast

Humberto Cruz has been drawing, dreaming, and living life in color from a young age. Growing up between SoCal and Tijuana, Mexico, the San Diego-based illustrator always had a pencil in hand. His artistic pursuits led him to study graphic design in college, but after graduating, he learned that following his passion meant not quitting his day job. Someday soon, he plans to retire fully to his journal, where he draws out his innermost thoughts by hand or digital collage.

 
 

The compositions are spontaneous, cathartic, and similar to a mood board, containing '90s pop culture references, style icon homages, kinky cartoon characters, social activism, political commentary, and affirmations.

While the imagery has retained a childlike quality, it also bears an emotional maturity that marks the ups, the downs, and the in-betweens of life. From there, it gets packaged into a daily pick-me-up that’s been available on Instagram @iscreamcolour since 2011.

 
 

CAN YOU TELL ME A BIT ABOUT YOUR DAY JOB? DO YOU THINK THAT THE ATMOSPHERE HAS INFLUENCED YOUR ART?
I work full-time at a 99 cent store. I've been working there since I was in high school. It was supposed to be my summer job, but I have stayed there for over 15 years. I can't believe that! I'm old. It has influenced me because the store is always crowded and busy and full of different items. It's messy, and I get to see the most interesting and weird people sometimes. My work is a little messy, and I don't like drawing perfect lines or circles.

 

HOW HAS YOUR WORK AND MOOD LIGHTENED SINCE BIDEN HAS BEEN IN OFFICE?
I sit and relax in the afternoon, and while I'm drawing, I'm listening to the news. It affected my mood and my mental health listening to Trump for four years. It has gotten better since Biden started his presidency. There are still many issues in the country and the world, but not hearing about Trump on the news has made everything better.

 

OVER THE YEARS, YOUR WORK HAS BECOME INCREASINGLY SEX-POSITIVE — THE SPRAYPAINT BDSM GUMMY BEARS, FOR EXAMPLE. WHAT’S MADE YOU MORE COMFORTABLE WITH EXPRESSING YOURSELF IN THESE TERMS?
I feel more confident and honest than I did before, probably, part of getting older. I like drawing cute and mischievous characters. BDSM gummy bears are fun to draw. I also had to create my own world full of fantasies during the lockdown.

 
 

Humberto Cruz
The Mayfair Group

 

HOW DID LAST YEAR CHANGE YOUR PERSPECTIVE ON LIFE?
Sometimes we don't appreciate what we have until we lose our freedom to go out, enjoy life, visit loved ones, and be in touch with nature. Life is too short and fragile.

WHAT’S THE DIFFERENCE BETWEEN AN INFLUENCER TODAY AND AN INFLUENCER IN THE '90S? WHICH ERA DO YOU PREFER?
It's a lot easier to be an influencer today because of technology. In the '90s, we didn't need technology and apps to survive. I prefer the '90s because of the memories, and I feel very inspired by that decade.

WHAT INSPIRES YOU ABOUT THE INFLUENCERS OF TODAY?
Their confidence. They just talk and talk and take selfies like crazy. I wish more influencers were down to earth and would help others. I feel like most of them are selfish.

WHAT ARE YOUR THOUGHTS ON CANCEL CULTURE? ARE YOU ABLE TO SEPARATE THE ART FROM THE ARTIST?
We have to be careful with what we read and watch. There's a lot of misleading information online. It's hard to separate the art from the artist when the artist makes a mistake. It's always going to come back at you, if not now, years later. I hope with cancel culture that people are more aware of what they post or comment.

SOME OF YOUR PAST TRIBUTES ARE TO CELEBRITIES SUCH AS MARILYN MANSON. HOW DO YOU THINK THAT CELEBRATING ICONS LIKE THESE CAN BE TRICKY?
It's something difficult to explain. As a kid and teenager, you look up to these celebrities; you grow up admiring their work and music. And many years later, you hear stories that might be true. In my case, my feelings and admiration towards these people are not the same.


WHAT DO YOU FIND CHALLENGING ABOUT RECONCILING THE FANTASY VERSUS THE REALITY OF FAME?
For example, we had no idea the extent of Britney Spears’ abuse until recently. I would think fame has more disadvantages because you lose your freedom. And without freedom and privacy, you're not happy. It's sad and cruel what's happening to Britney.

 
 
 

.artist talk
Humberto Cruz
speaks with
Hannah Rose Prendergast


first published in
Issue Nr. 31, POP ISSUE, 02/2021

Humberto Cruz
The Mayfair Group

 
 

YOUR WORK OFTEN REFERS TO GOD AND OUR LADY OF GUADALUPE, BUT IT ALSO ACKNOWLEDGES THE SINNER IN ALL OF US WITH THINGS LIKE “99% REBEL ANGEL,” “IT’S TIME TO BE BAD,” ETC. WHY IS IT IMPORTANT THAT YOU ADDRESS THIS DUALITY?
Because being bad is more fun, and it's important to believe in something, whatever you want. It can be a religious figure, a rock, or a Troll doll. Believing in something makes me feel better about myself.

SPEAKING OF TROLL DOLLS, I KNOW YOU HAVE QUITE THE COLLECTION. WHAT ARE YOU COLLECTING AT THE MOMENT?
Trolls are being kept in a box for now. Maybe they'll make a comeback in 20 years. I'm collecting BUTT magazine. I've been buying them on eBay.

IT MUST’VE BEEN SURREAL FOR YOU TO DO CHANEL’S COVER ART FOR THEIR QUARANTINE PLAYLIST LAST SUMMER. WHAT’S AN ICONIC CHANEL RUNWAY MOMENT THAT YOU’LL NEVER FORGET?
It was a very special project for me, and it was an honor to work with them and a great learning experience. Anything is possible! I love watching the Chanel SS95 show because of the original '90s supermodels, clothes, and soundtrack.

 

I KNEW YOU’D HAVE A SPECIFIC MOMENT IN MIND! THERE IS A SERIES OF PRINTS IN THAT COLLECTION THAT REMINDS ME OF YOUR WORK. IF CHANEL COMMISSIONED YOU TO DESIGN A READY-TO-WEAR PRINT, WHAT WOULD IT LOOK LIKE?
If that happened, I think I'd die of excitement and nerves. I'll dream about it. It would be the most colorful collection, abstract prints with my hand-drawn version of the Chanel logo, fun and still classy. The runway would be a rainbow!

YOU’VE COLLABORATED WITH MENSWEAR LABEL LAZOSCHMIDL TWICE NOW, ONCE FOR FW21 AND AGAIN FOR SS22. WHAT IS IT ABOUT THE BRAND THAT RESONATES WITH YOU?
They are so fun to work with! I love this label because it's sexy, youthful, and carefree.

 

WHAT OTHER LABEL(S) WOULD YOU LOVE TO LEND YOUR ART TO?
I would like to work with any label that gives me the freedom to be me when I'm creating. It's important to have a connection between the artist and the brand.

 

FOR 2020, YOUR BUZZWORD WAS HOPE. WHAT IS YOUR BUZZWORD FOR 2021? WHAT IS THE COLOR OF THE YEAR?
Love — it’s time. Purple is the color of the year; it's magical.

 

WHAT IS YOUR GO-TO SONG WHEN YOU NEED A PICK-ME-UP?
I'm A Slave 4 U by Britney Spears.


WHAT DOES IT MEAN EXACTLY TO ‘SCREAM COLOUR’?
Be Kind;
Your voice matters;
Live in the moment;
Open your eyes;
It’s okay to cry;
Stay weird;
Don’t give up;
Free Britney.

 
 

credit header image
(c) Humberto Cruz