Blacks Reclaimed the N-Word. Gays Reclaimed the F-Word. Now Latinos Reclaim The W-Word.


That would be “wise.” As in “wise Latina.” After Republican senators tried pretending Sonia Sotomayor’s remark could cost her a U.S. Supreme Court confirmation, a burgeoning market for “Wise Latina” merch is popping up as Latinos claim the phrase as a positive remark, not a pejorative., which let customers create their own branded tees, hoodies, and bags, says it’s moved some 4,500 “Wise Latina” items. (For comparison, Sarah Palin racked up one million units on the site.) “We tend to see the site as a cultural barometer,” says VP Amy Maniatis. “This is the first time we’ve seen an outpouring support for a Supreme Court justice.”

So what’s selling? Shirts with phrases like, “My Mother is a Wise Latina,” ”I’m marrying a wise Latina,” and “I’d rather be a Wise Latina.” Also a hot item: “Wise Latina in training” baby onesies.

We’re gonna go make our own bumper stickers: “Your kid may be on honor role, but mine’s a Wise Latina.”

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  • Chitown Kev

    Uh, excuse me, but some blacks into hip hop reclaimed the n-word (spelled differently, of course) but I never did. I get offended when a black person uses that word in talking to me. Remember, some blacks have also buried the n-word. Count me as being at THAT funeral.

    I would love it if the f-word also had a funeral, but that’s just me.

    As for the “wise Latina” shirts, sheeeeit, I want one of those and I’ll wear it proudly.

  • schlukitz

    @Chitown Kev:

    I am with you, 100 percent.

    Pejorative language, no matter whom it is used by, is always the torch that ignites bigotry, hatred and violence.

  • Alexandre

    “wise latina” is not even in the same league as the n-word or the f-word. wtf are you talking about

  • Chitown Kev


    Shhhhhh!, it’s QUEERTY, remember….just. go. along. with. it. LOL!

  • schlukitz

    LOL @ Chitown Kev. ;o)


    fashizzle my wise latizzles , wink wink

  • Diego

    @Chitown Kev:
    What he said.
    I’m not a fan of the n-word, and wouldn’t be caught dead using it.
    It’s tacky and anybody using it doesn’t have class, especially the black people using it.
    AND, I’m black.

  • RainaWeather

    Do Queerty editors understand how an analogy works?

  • Ohomo

    Identity politics gets pretty boring pretty fast. I think a lot of gay youth were really celebrating being past that, until the marriage debate smacked them upside the head and awoke them to bigotry.

  • Chitown Kev

    And exactly what did everyone think “the w-word” was?

    That, after all, was the gist of the headline.

  • strumpetwindsock

    @Chitown Kev:

    Well I’m guilty. When I saw the link I automatically assumed they meant “wetback”.

    Cute trick, but I agree “wise latina” is a bit of a flash in the pan compared to real racist words.

  • Chitown Kev

    Exactly, that’s what I thought too. Of course, I’ve heard of no such a thing as Latinos wanting to reclaim that!

    It was the intent of the headline to be catchy.

    Still, I would love to wear a wise Latina shirt.

  • getreal

    I must have missed a meeting. I have not “reclaimed” the N word it is vile and disturbing when used that doesn’t change when a misguided black uses it trying to “reclaim it”. It is mostly socioeconomic and not in mainstream usage among most blacks with education or means.Call me old fashioned but racial slurs are gross I have no interest in making them acceptable.


    Don’t be a fool to think just because a BLACK person is educated or have means that they do not use that word. GTFOHWTS! Racial slurs are gross? Where in the hell do they say that at? I want to make sure I don’t ever visit such a place. Yes, racial slurs are unnecessary but far from gross. GETREAL, pllleeeeeeeeease get real!

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