With the series Cada Día Ya La Misma Hora — literally “every day, at the same time” — Caleb Guttierez has created a set of boards for Chocolate Skateboards that are deeply rooted in everyday life and ordinary gestures. Through these illustrations, the artist pays tribute to traditional bicycle delivery services, discreet but essential figures in urban life.
Each deck evokes a specific mission: bread to feed the family, the newspaper to get the news, eggs for breakfast or baking, flowers for lovers or to honor those who have left us. These simple, almost ritualized scenes compose a silent narrative where repetition becomes synonymous with constancy, duty, and social connection.
Visually, Caleb Guttierez adopts a direct and legible style, both naive and precise, which highlights the silhouette of the bicycle and the load it carries. Bright blocks of color structure each deck, while the pop-through veneers visible on the nose and tail reveal the layers of wood. The illustration is not just decorative: it interacts with the board itself, marked by time, movement, and repetition—exactly like the theme it depicts.
This series, available on the European Crailstore, perfectly illustrates skateboarding’s ability to become a medium for social storytelling: a rolling object that carries not only the rider, but also stories of work, family, and collective memory.
