Latin music star J Balvin has brought a piece of his hometown to Soho, launching a new fashion collection in collaboration with Colombian brand Vélez.
The pop-up event, hosted at the Shopify NY space on Greene Street, showcases a range of leather goods and apparel that highlight the craftsmanship of his native country.
“We brought Medellín, Colombia to Soho, New York,” Balvin said at the launch.
The collection features intricate leather pieces, including a distinctive dinosaur-shaped bag, woven baskets, boots, and earth-toned jackets.
According to the artist, the collaboration is a story about the agricultural workers of Colombia, noting that the artisanal details “are on another level.” He emphasized the amount of love and effort poured into the garments and accessories on display.
A career launched on local radio
While introducing the collection, Balvin reflected on his enduring bond with the city. For the best-selling artist, bringing his work to New York is deeply personal, rooted in the early days of his music career when local stations first picked up his tracks.
“This is the first city that gave me a huge chance to be an artist,” Balvin explained. “The first city that actually played my music on radio. So I am so grateful for it.”
He described the city as a constant source of inspiration and a core part of his identity, repeating the classic adage that making it here means making it anywhere. “I think it makes part of my DNA,” he said, noting that every corner of the city has its own flavor and unique style.
The J Balvin x Vélez pop-up, billed as “Artisan Gang in The City,” bridges his appreciation for the city’s dynamic energy with the rich artisanal heritage of Colombia.