Tradición e innovación artesanal:

Tula, la cuna de la cuera tamaulipeca

Abstract

This article aims to analyze the sociocultural and economic context in which cuera,  the traditional clothing of the State of Tamaulipas (in northern Mexico) is made, commercialize and worn. Special attention is given to the municipality of Tula; a magic town considered to be the cradle of Tamaulipas’cuera. The case of an artisan family considered the pioneers of this traditional clothing and whose knowledge and skills have been transmitted to several generations is presented and analyzed in this paper. The production made by this family has created a micro-family business. To investigate this topic, a qualitative ethnographic methodology was used. Participant observations, semi-structured interviews, fieldnotes, documentary reviews and audiovisual materials were utilized. Field work was done during the months of March, May and November 2018. The results of this research underline the difficulties faced by those who work on the making of cuera. Some of these difficulties are imitation and competition against industrial products. Also, those who participate in the elaboration of cuera are referred as seamstresses and have to deal with the small amount of cuera items and the lack of different products they can make. This is due to the time, work and cost making cuera items involves. It is difficult for cuera makers to produce different sizes, designs and use diverse colors to satisfy a variety of customers which limits the selling of their products. For this reason, cuera producers make items based on the request of specific customers (such as collectors, politicians and public sector workers). These items are exclusive designs and pieces. It is concluded that despite different difficulties, the investigated artisan family and their production show us how great creators can adapt, innovate and develop different strategies in globalized times.