Jay Balvin and Miller are showing the love to local convenience stores with a new collaboration collection called Light Bodegawear.
The 10-piece capsule, designed by Colombian reggaeton artist and Miller Light, celebrates the fashion and streetwear scene of bodegas, or the small delicatessen and/or convenience stores mostly in New York City. The collection includes throwback styles like socks and slides, hoodies, graphic T-shirts, sweatpants, a shack, varsity jackets, drink wraps, metal coolers and a bucket hat for quick corner-store runs. As a beer bucket. Prices range from $19 to $349 and all sales profits come from the Accion Opportunity Fund, an organization that supports bodegas, corner stores, and Latino-owned businesses.
“For millions of people, staying in a bodega is part of their daily routine,” said Jay Balvin. “It’s a place deeply rooted in community, where you always know what you’re looking for but never know what you’ll find — a place where street style meets convenience. This collection has that easy yet functional vibe. Shows. “
Bodegavier, J. Balvin and Miller A new capsule of light.
The alliance is Balvin and Miller Lite’s second partnership, working as a play on Es Jose Time, the Miller Time phrase of the brewer and Balvin’s real name, José lvaro Osorio Balvin. In 2021, the partners produced limited-edition cans in the vibrant colors Balvin is known for. He emphasized his affinity for rich colors with his award-winning 2020 album Coloress, his collaboration with Air Jordan which debuted at the Super Bowl in 2020 and launched at the end of the year, and his popular dyed hair blue. Whoever took care of it. 2022 Grammy Awards this year.
In 2021 S. Jose Time acquired a New York City bodega to showcase the campaign and for fans to meet Balvin and drink beer. This year, the partners launched the collection online and with limited-edition packaging at local stores and bars around the country.
“Bodegas are much more than stores – they are neighborhood hubs that really bring people together,” said Sofia Colucci, the Miller family vice president of brands. “When we decided to start a business collaboration with Jay Balvin, we wanted to pay homage to and give back to these lovely, local institutions and the way people effortlessly combine street style and comfort on their bodega runs. Whether it’s going out to grab a snack or a six-pack of Miller Lite, we hope that Bodegavier will encourage drinkers to live authentically and find their Miller Time, no matter where they go.”
Originally published at Pen 18
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