NEW YORK DRESSED IN ARTISAN GANG: INSIDE THE POP-UP WITH J BALVIN, VÉLEZ, AND SHOPIFY IN SOHO

 

New York became the stage where we brought our vision and expression of Colombian identity to life with Artisan Gang in The City, the fourth chapter of our creative collaboration with VÉLEZ, this time alongside Shopify as our incredible partner. During New York Fashion Week, we brought an experience to SoHo that comes straight from the source: J Balvin was hands-on at every stage of this project, from concept to aesthetic direction, taking the universe that started in Medellín to a whole new stage.

It all kicked off with a private party at 131 Greene Street, bringing together names we love from culture and entertainment like Fat Joe, Ryan Castro, Laura Tobón, Hamilton, Jessica Judith, Mario Ruiz, Bruno Casanova, and more — plus the leadership of Grupo Vélez, celebrating right alongside us.

We're beyond excited to have connected this vision with four decades of Vélez's tradition and craftsmanship, blending leather, textiles, embroidery, and elements of Colombian culture with a contemporary, urban aesthetic. Throughout the pop-up days in Soho, guests got to experience the collection up close, personalize their own pieces, and watch live laser engraving in action — a space designed so everyone could walk away with something truly their own.

The night was rounded out with Colombian-inspired food and mixology, creating a gathering that brought the flavors, codes, and symbols of the country straight into the heart of New York. Inspired by the journey of the Antioquian arriero, Artisan Gang in The City represents that trip from the mountains to the city — and this time, from Medellín to one of the world's cultural capitals.
Thank you, New York, for having us!

See full collection here ARTISAN GANG IN THE CITY