A Man Obsessed: Squarebody Syndicate and Comfort Food

1973. It’s the first year of the venerable 1973-87 Chevrolet C-10, the longest running body style in GM’s history, and that truck set quite a few standards. It was the first with wraparound taillights, a dually option that came out in later years, and it was the first GM truck with a factory crew cab. It also earned the moniker, “square body,” based on its squareish shape—which is ironic, because at the time, they were known as the “rounded line” generation by the folks at General Motors.

All that is great, but to Joe Yezzi of Phoenix, 1973 is the only year that matters. That’s the same year as his father’s old long-bed GMC, painted Catalina Blue with the white roof and bumpers. The same truck he used to ride shotgun in when he was young and spending quality time with his dad. An old picture of that truck is displayed on the front of the paint cabinet in Joe’s workspace, pinned to the metal with magnets, a reminder of the good times. For Joe, the ’73 Chevrolet and GMC truck is the pinnacle of the truck world, which is why he started a business dedicated to the body style, Squarebody Syndicate.

Social Starts

Joe is a successful businessman, no doubt about it. He moved to Arizona from New Jersey in the ’80s, and once he hit the workforce, he started building an empire. He currently owns two companies that specialize in concrete— YEZCO Concrete Polishing and Zonaco — that have done some high-profile projects, including the home of the Phoenix Cardinals, University of Phoenix Stadium. It’s given him and his family a good life, a nice home and stability. For most people that would be enough, and it was for a while. Joe built custom motorcycles for a few years, and also a Cadillac or two, which was another vehicle that his dad had in his stable. But after reconnecting with the square body a few years back, his obsession with the body style hit full force, and soon he had a passel of trucks to call his own.

Like most people today, Joe has his name on various social networks, including Instagram. He may not be a professional photographer, but you’d never know it, because the shots taken from his iPhone look spot on. It’s been a component in driving traffic for his business (reflections in polished concrete look amazing), and a hobby as well. One evening, Joe was hanging out in bed while his wife was taking a shower. He was flipping through Instagram, looking at old trucks as he usually does, when the name came to him: “Squarebody Syndicate.” It not only referenced his favorite truck, but it also had an edge. Once a quick search on Instagram and the web for domains came up empty, he locked in the names and decided that this would be his next project. Squarebody Syndicate was official. Throughout the next few months, Squarebody Syndicate blew up online. Through the calculated use of hashtags and careful marketing, the brand became more and more popular. Soon it was popping up on TV shows, including The Discovery Channel’s “Fast N Loud,” during their own square body build. If you go digging through the Squarebody Syndicate Instagram feed, you’ll even find a shot of comedy legend Dan Akroyd sporting an SBS hat and shirt.

“Throughout the next few months, Squarebody Syndicate blew up online. Through the calculated use of hashtags and careful marketing, the brand became more and more popular.”

The Squarebody Syndicate brand is built on the trucks, but Joe also has a unique vision for the products that he sells. Let’s take T-shirts, for example. If you buy a T-shirt from Joe, it’s made from some of the softest material you’ll ever wear. Better yet, the shirt you buy today will be one of only a limited run of that particular style; he’ll never sell that shirt again. To make that promise stick, Joe has designed numerous logos for the brand, all based on various years of the truck. There’s the logo that looks like the later-model years, based off the Silverado emblem on the fender. There’s another that looks like the badge that sits on the b-pillars, and yet another that is done in the same font as the original Cheyenne from the early ’70s. Plus, he also has a few surprise logos in the works, just to keep everyone on their toes.

He also carries other cool gear: hats, beanies and more, all of which are made using high-end materials. Joe wants his products to last, and he wants happy customers. By selling items made to his exacting standards, he’s fulfilling that promise in spades. Entering his shop is like walking into a GM dealership from the ’70s (but with polished concrete floors, naturally.) He has the sales albums for many of the production years of the trucks, complete with fabric samples. He even has dealer-only pieces that most consumers have never seen, such as a pocket-sized 1974 color swatch piece that only ever existed at the dealership. There are stickers that read, “Chevy’s Penny Pinching Pickup,” and the vintage posters that sit framed on the wall. He’s actively looking to buy parts and gear at swap meets and garage sales, always looking for that perfect bit to hang up or sell to another enthusiast. Joe knows his squares, that’s for sure.

The Trucks

Joe has owned quite a few squares throughout the years, starting with an orange and white two-tone model that he bought off a dealership lot after weeks of negotiation (the dealer didn’t want to sell it, either). Soon he was rotating through vehicles, buying long- and short-beds, crew cabs and everything else. He’s one of those guys that always has a project going with two more in the works.

He’s also part of a growing crew of guys in Phoenix who build their trucks a particular way. Many know of Dino Battilana, who was one of the first in the Phoenix scene to take the 1960-66 Chevy trucks to another level while showcasing the original patina. Alongside Dino is Nathan from Porterbuilt, Sam Castronova and, with a long-distance nod, Del Uschenko from Delmo’s Speed & Kustom in Burbank, California. Although all of their styles vary, they’ve formed a group that’s tightly-knit because they all enjoy wrenching on old trucks.

For Joe’s part, he’s mostly into mild customs. He prefers buying trucks that are as stock as possible, usually with the original paint and options. Most of the time he’ll lower them mildly on some trick old school rims, possibly powder-coated white or something similar. For the most part, his fleet is full of drivable vehicles that are as reliable as a truck that’s more than 40 years old can be.

Then there’s one of his latest builds, which is going another direction. Last year, Joe took his ’74 square out to the SEMA Show, all painted up and pretty. This year, he’s blown the truck apart while he waits for his new Porterbuilt chassis. It’s getting the works, including an AccuAir setup and more, in preparation for the 2015 SEMA Show. As for the old chassis, which is running a small-block V-8 with a mild lowering job, that’s likely going under one of his other projects, but which one it will be is anyone’s guess.

The paint job for that 2015 SEMA build? Catalina Blue, or as close to that as he can get, with a white roof and two-tone.

Comfort Food

If there’s one theme that comes up again and again when you talk to Joe, it’s the concept of comfort food. For him, the squarebody Chevy is like that familiar home-cooked meal that mom used to make, or the food that you want to eat when you’ve had a bad day.

“With just a  hint of a Jersey accent  still detectable, he’ll tell anyone who will listen every odd fact about those trucks.”

These trucks remind him of days gone by, back when he was just a kid sitting next to his dad in his Catalina Blue GMC. Back then he didn’t have to worry about the types of things that adults think about all the time, like taxes and payrolls. Instead, the most important part his week was spending time with his pops, usually driving somewhere in that familiar truck. Even the way the smell of gasoline mixes with the factory upholstery takes him away to that simpler era, and every time it puts a smile on his face.

His love of the trucks is infectious, just ask anyone who’s spent more than five minutes talking to him about it. With just a hint of a Jersey accent still detectable, he’ll tell anyone who will listen every odd fact about those trucks. For example, he knows that there was a recall on the earlier model trucks because the bed sides were rusting out prematurely. Chevy fixed them, but used a different color primer on the replacement parts.

Joe knows what each color means, and therefore, knows if that truck’s bed side has seen work before, and that’s just the tip of the iceberg.

“At the end of the day, Joe’s taking the positive memories from his childhood and turning them into a business he can be proud of.”

It’s that positive attitude that’s brought him this far in the industry, and he’s got nowhere to go but up. Come this summer, most of his friends will spend time putting the ’74 on that gorgeous new Porterbuilt chassis, wrenching away while smoking cigars and having a good time. Joe epitomizes what the custom truck spirit is all about, and he never forgets how grateful he is to be in a position to be able to have the time to build these trucks himself.

At the end of the day, Joe’s taking the positive memories from his childhood and turning them into a business he can be proud of. If that isn’t the right way to do things, then we don’t know what is. If you’re interested in keeping up with Joe, follow Squarebody Syndicate on Instagram or check out Squarebodysyndicate.com.

FREQUENTLY ASKED QUESTIONS

What unique features were included in the engine to mimic the original motor Joe loved?

Joe’s attention to detail ensured that the engine mimicked the original motor he adored. To achieve this, several unique features were implemented:

First, the new crate engine was retrofitted to resemble the iconic Keith Black motor from the Hot Rod Magazinecover of October ’79. Joe opted for a mechanical look with no paint, preserving the raw aluminum’s rugged appearance by sandblasting it.

Additionally, the edges of the engine were rounded for a refined but robust aesthetic. Gold syndicate valve covers were crafted, taking inspiration from the original design. Red anodized pulleys and specific fittings were added to replicate the distinct characteristics of the original motor.

Finally, Joe ensured the engine sported the classic white jet hot headers, reminiscent of the original hooker headers. Each detail was meticulously planned to capture the essence of the motor that Joe cherished.

What type of engine platform does the truck use, and what iconic motor was it designed to resemble?

The truck features an LS3 engine platform, meticulously assembled in-house by our dedicated team, including myself, Joe, Rob, and Dave. This engine, which began its life as a new crate motor, was customized to resemble the iconic Keith Black motor that was famously showcased on the cover of Hot Rod Magazine in October 1979. To achieve this look, Joe conceptualized a unique mechanical aesthetic: no paint, smoothly rounded edges, and sandblasted aluminum for a raw and rugged appearance.

What was the primary importance during the build of the SquareBody Syndicate Series 02 truck?

The primary focus during the build of the SquareBody Syndicate Series 02 truck was on ensuring its drivability, reliability, and functionality. From the outset, the goal was to create a vehicle that could perform consistently on the road, meeting high standards of dependability and practical use. This emphasis on creating a truck that could be driven reliably underpinned every decision made throughout the build process.

What specific parts and systems were mentioned as part of the truck’s build?

The truck’s build includes several key components and systems that contribute to its performance and efficiency.

Here’s a breakdown:

• Clutch System: A high-performance Dragon Claw Clutch that ensures smooth operation and reliable engagement.
• Oil System: An advanced oil pan designed for optimal lubrication and cooling.
• Fuel System: A comprehensive fuel system to enhance power and efficiency.
• Bell Housing: A QuickTime Bell Housing for superior protection and durability.
• Cooling System: A Frostbite Radiator, which maintains the engine’s temperature even under demanding conditions.

This combination of specialized parts ensures the truck operates at peak performance while maintaining reliability and efficiency.

How did Joe contribute to the mechanical look of the engine?

Joe played a pivotal role in crafting the engine’s mechanical aesthetic. He designed it with a raw, unpainted finish that highlights the metal’s texture. To achieve this rugged look, he rounded off all edges and sandblasted the aluminum surfaces.

Joe paid homage to classic engine designs by incorporating gold-colored valve covers that imitate vintage styles. Additionally, he added unique touches like red anodized pulleys and various AN fittings. One of his standout contributions was replicating the motor’s original features, including the striking white jet-hot headers.

Through these thoughtful details, Joe expertly recreated the essence of the engine he admired.

What are some of the custom features of the truck’s front grill and steering wheel?

The truck’s front grill and steering wheel boast several custom features that enhance both its aesthetic appeal and functionality.

Custom Front Grill

• Billet Construction: The front grill is crafted from a single piece of billet aluminum, providing a sleek, seamless look.
• Precision Cutting: Advanced cutting techniques ensure the grill is laser-straight, adding a touch of precision engineering to the truck’s appearance.

Custom Steering Wheel

• Billet Design: Like the grill, the steering wheel is also made from billet aluminum, ensuring durability and a refined finish.
• Comfort Enhancements: Subtle design elements are incorporated to make the steering wheel more comfortable to hold, improving the overall driving experience.

Both of these features contribute to making the truck not only look sharp but also more enjoyable to drive.

What inspired the tribute build of the 1976 Indy 500 Track Truck?

The tribute build of the 1976 Indy 500 Track Truck was inspired by a unique piece of automotive history. The original concept stemmed from the distinctive 1975 Indy 500 official track trucks, renowned for their memorable strobe-patterned paint scheme.

One of these iconic trucks held significant sentimental value and was considered too precious to modify. To honor its legacy, a decision was made to create a tribute build, meticulously modeled after this historic vehicle. This tribute not only celebrates the original design but also preserves the nostalgia and spirit of the 1975 Indy 500.

Who designed the truck’s turbine wheels, and what was the design process?

Joe was the mastermind behind designing the truck’s turbine wheels. He dedicated several months to researching various turbine styles and options, including western designs. His goal was to identify the perfect spoke count, the right transitions, and the optimal point at the end of each spoke.

Joe collaborated closely with Mike Curtis from Curtis Speed, who ultimately crafted these turbine wheels. The wheels also feature a unique wrinkle paint finish, achieved through extensive cooperation with Pacific Coast Powder Coating. This meticulous attention to detail ensured that every element of the design met Joe’s high standards.

How does the truck’s paint and primer base coat contribute to its factory look as it ages?

The truck’s paint and primer base coat play a crucial role in maintaining its authentic factory appearance over time.

Underneath the single stage paint lies a black primer base coat. This strategic layering ensures that as the truck ages and weathers, it will develop a patina that closely resembles the original factory look from 1975.

Key Points:

• Black Primer Base Coat: Serves as a foundation that reveals hints of wear and tear, mimicking the natural aging process of a vintage truck.
• Single Stage Paint: This top coat, combined with the black primer, chips and wears in a way that is consistent with the truck’s original era.
• Aging and Patina: As the truck is exposed to the elements and road wear, the paint will chip and fade, revealing the black primer beneath. This process results in an authentic, time-worn appearance that replicates the natural aging seen in original factory finishes.

In essence, the combination of the black primer base coat and the single-stage paint ensures that the truck retains its nostalgic charm, even as it proudly showcases the marks of its journeys.

Who is Joey from SquareBody Syndicate, and what event is he showcasing the truck at?

Joey, a key figure from SquareBody Syndicate, is showcasing their newest creation, the SS02 truck. He’s presenting this impressive build at the LS Fest West 2019 event.

Who worked on the mechanical aspects of the truck?

The mechanical work on the truck was a collaborative effort handled entirely in-house. Our dedicated team, consisting of myself, Joe, Rob, and Dave, devoted several months to this project. It was truly a labor of love, reflecting the passion and expertise each of us brought to the table.

What has been done to the truck’s chrome and stainless trim?

The truck’s chrome and stainless trim have undergone a meticulous restoration process. Every chrome piece has been refinished to perfection, ensuring a gleaming, mirror-like finish. The stainless trim has also been expertly restored, resulting in remarkably straight and polished surfaces. The overall effect showcases an impressive level of craftsmanship and attention to detail.

What type of paint was used on the truck, and what is its significance?

The truck’s exterior features a single-stage RM paint, applied over a black primer base coat. This approach was chosen to ensure that as the vehicle ages and experiences natural wear and tear, it will retain an authentic factory look. The black primer underneath contributes to this effect by allowing chips and road wear to reveal a layer similar to the trucks from the 1970s, ensuring the vehicle maintains its classic appearance despite regular sun exposure and driving.

Which local shop in Phoenix handled a lot of the sheet metal work for the truck?

Sheet Metal Work for the Truck

Much of the sheet metal work on the truck was expertly executed by a local shop in Phoenix, known as Phoenix Hot Rod Company. This skilled team took on the majority of the detailed fabrication tasks. Their craftsmanship is evident in the truck’s polished and precise finish.

What are the future plans for showcasing the truck, including events and locations?

“Come this summer, most of his friends will spend time putting the ’74 on that gorgeous new Porterbuilt chassis, wrenching away while smoking cigars and having a good time. But that’s not all. The plan is, as of right now, to end up at the Indy 500 this year. They’ve asked us to bring it out there, show it off, and put it in the museum. After that, we’ll have it out at LS Fest East.

So, while the friends enjoy their warm summer evenings working on the truck, the excitement builds for the big showcases. Indy 500 will be the first major stop, and the truck will be proudly displayed in the museum. Following that, LS Fest East will be the next venue where enthusiasts can catch a glimpse of this beautifully restored ’74 on its new chassis.”