Noticiero Telemundo Shines National Spotlight on Fúchila Fresheners and Founder, Ruben Dario Villa!

Gracias a Dios is right! Noticieros Telemundo gave local San Jose company, Fúchila Fresheners some love! Fúchila, established in 2015,  is a Latinx pop culture inspired line air fresheners and collectibles and is run out of their Gilroy, CA HQ by Ruben and his wife and business partner Veronica Villa. 


Fúchila Fresheners featured on NBC & Telemundo's Comunidad del Valle with Damian Trujillo

Local News Reporter Damian Trujillo from NBC Bay Area & Telemundo 48 and Ruben Dario Villa, founder of Fúchila Fresheners, sit down to discuss his new product and his view on philanthropy in the future. 

"He's got to be a marketing genius or he doesn't know what the heck he is doing," Trujillo exclaims as they begin their friendly chat.

Villa was not a marketing major in college, but he does have a BA in Art and Design from Santa Clara University's Art Department. Villa attributes his immense growth in the field to his professors, but his love of art stemmed from his earliest memories as a child. He also received a BS in Sociology from SCU which Villa says really opened his eyes to the way groups of people define themselves and how that relates to their interaction with the media. 

"I love the name "Fúchila Fresheners. If you get then you get it and you think its funny. It makes you laugh," says Villa. A former designer at Apple, Villa thought of the name "Fúchila" while sitting in his second office (a.k.a. the bathroom). "Fúchila" is a colloquial term in Spanish used when something is off-putting or smells bad. He thought the word was so funny he just had to come up with a product for it. So he did and Fúchila Fresheners was born. 

Villa doesn't just want these air fresheners to be seen as a disposable product, he believes people will want to collect them and see them as a little piece of art hanging from their rear view mirror. Villa feels that Fúchila Fresheners taps into the nostalgia of our childhood and can make us smile everyday during our commute, something he says no gas station air freshener can do now.

No gas station air freshener ni que nada!

Villa plans on expanding the line to include other Chicano and Latino iconic imagery such as papel picado, piñatas, pan dulce and more. He also hopes to collaborate with local artists to create limited edition collections as a way to provide the community with an easy-to-consume form of art.

"So it was all you. You did it alone?" asked Trujillo. Villa laughs and responds quickly that his wife and his family inspired and motivated him to follow his dream of becoming an entrepreneur. "My wife also helps me with the packaging and shipping" says Villa. "You mean with all the real work!" laughs Trujillo.

Villa also focused on his philanthropic vision of the future for Fúchila Fresheners. He says he has started building the funds for a Fúchila Familia Scholarship aimed at empowering the young artists and designers of the future. He sees philanthropy as a vital component for our success as a Comunidad del Valle.

You can view the entire interview in English and Spanish below. Be sure to share follow Fúchila Fresheners on social media. Please help spread the word and share this article. Gracias!

Link to original video: Fúchila Fresheners on CDV

Latin Life features Fúchila Fresheners and Our Launch Party @ Chacho's Mexican Eatery

San Jose artist Ruben Dario Villa, a former Apple designer, has just launched a line of air fresheners inspired by Chicano art and culture. Fúchila Freshners was born out of Ruben's observation of the "little green trees" hanging from people's rear view mirrors.  He wanted something more inspiring and beautiful to represent him, so he designed a line of hip, cool, beautiful air fresheners that he could be proud to hang from his mirror.  Curious about the name? "Fúchila" (pronounced Fu-chee-la) is a term describing something that has a bad smell. Therefore, Fúchila Fresheners aims to get rid of that bad smell, while looking beautiful at the same time!

After a successful Kickstarter campaign that raised close to $4,000, Fúchila Fresheners officially launched its online store in January.  With air fresheners inpired by Frida Kahlo and Pancho Villa, there is something for everyone! And at the affordable price of $4.99, you may just want one of each! 

Head to their website for more fun designs!

Want the chance to win some of your own? Join them at their official launch party at Chacho's Mexican Eatery in downtown San Jose on January 31st! There will be live painting session by Francisco Franco, music by DJ TooTall, and raffles to win very own Fúchila Freshener! (fliers via Fúchila Fresheners Facebook)

Modern Latina Features Fúchila Fresheners on their Homepage

Linda Castillo, Founder of Modern Latina, an amazing online forum, magazine, and community, featured Fúchila Fresheners on her homepage! Check out the article below:

Ruben Dario Villa, a former Apple designer and San Jose artist announces the launch of www.fuchilafresheners.com, a website for Chicano/Latino pop-culture inspired line of air fresheners — Fúchila Fresheners.

Villa’s journey began in mid October when he launched his Kickstarter Campaign to raise funds for his unique idea. “Fúchila” is a Spanish term describing something off-putting with a foul smell. Villa was inspired to create this new line of fresheners with one primary goal in mind – to bring to life the iconic figures we grew up with and with them the found memories of our childhood. In short, Villa strives to make people happy.

“We spend tons of time in our cars commuting to and from work, running errands, and just getting around. I wanted to bring people smiles on a daily basis with my art. This was the perfect way” says Villa, a Santa Clara University graduate. After raising close to $4,000, Ruben was more motivated than ever to make Fúchila Fresheners a reality.

“What you hang from your mirror says a lot about you. We needed something better, something inspiring – and beautiful. That is why I started Fúchila Fresheners.”
On the website, Villa currently has six original designs including historical figures Frida Kahlo and Pancho Villa, pop icons Cantinflas, and Blue Demon, and finally  iconic imagery like La Calavera. With many more designs in development, these little, hanging art pieces retail for $4.99. Villa plans on having them in specialty boutiques, craft stores, and fine carwashes to reach a larger audience. For wholesale inquiries, please contact Ruben Dario Villa at ruben@fuchilafresheners.com.

Villa will be having an official Fúchila Fresheners Launch Party on January 31, 2015 hosted by Chacho’s Mexican Eatery in Downtown San Jose located on 87 E. San Fernando St. The festivities will feature music by DJ Too Tall, specialty drinks, goodies, gift bags, raffles, and other great surprises.