THE ENTREPRENEURIAL SHOE PAINTER

 

Juárez Shoe Man
Man in the Plaza Reforma, Juárez. 2014. Photograph ©BruceBerman2014

Text and photograph by Bruce Berman

This man is a shoe decorator. He paints designs on shoes and then the shoes are sold in nearby stores, The faster he can paint the more money he can earn. The fumes from the permanent paint are toxic and the shoe man swigs from his Coca Cola constantly.

The economy of Juárez is purely entrepreneurial capitalism and there are many one-man “businessmen” in the Plaza Reforma which has become the new heart of El Centro. The recent Cartel War saw the exodus of much of Juárez’ middle class and along with them the businesses they owned and maintained. Much of Juárez that butts against the border south of the Cordova/Paso del Norte bridge has now been razed in anticipation of a massive redevelopment.

As the new Juárez rises so has the need to create one’s own business.

 capitalism.

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