Eddie Soler is a foundational architect of the global lowrider movement and a co-founder of The Dukes Car Club, established in South Central Los Angeles, 38th Street, in the early 1960s. Alongside Oscar Ruelas and a close-knit circle of childhood friends, Soler helped form what would become one of the most enduring and respected car clubs in lowriding history. Known for their unity, elegance, and unwavering dedication to tradition, The Dukes helped define lowrider culture as a uniquely Chicano expression of pride, identity, and artistry.

In 1978, Soler channeled his passion and vision into founding his own car club, Old Memories, with the mission of preserving classic cars and promoting respect, tradition, and community involvement. Old Memories emphasized “old school” values. Under Soler’s guidance, the club grew from a local South Central L.A. group into a global phenomenon with chapters across the United States, Japan, Australia, Europe, and Latin America. The club’s signature rides are typically vintage Chevys and classic bombs that reflect Soler’s personal devotion to detail, restoration, and storytelling through vehicle design.

More than a car enthusiast, Soler became a cultural ambassador. His leadership extended beyond the garage; he advocated for youth mentorship, intergenerational learning, and the celebration of Chicano culture through public events, community outreach, and historical documentation. Soler was frequently consulted by cultural historians and filmmakers seeking to understand the roots and evolution of the lowrider movement.

Through Old Memories, Soler created a family of like-minded individuals bound not just by chrome and classics but by shared values, heritage, and brotherhood. His influence helped legitimize lowriding as an art form and as a global cultural expression, one built on respect, nostalgia, and identity.

Eddie Soler’s contributions to car culture are immeasurable. His roles in co-founding The Dukes and later founding Old Memories place him firmly among the pioneers whose work continues to inspire builders, artists, and cultural custodians around the world.