NEW YORK (1010 WINS) — Singer J Balvin has collaborated with beer brand Miller Lite to create a new merch line inspired by one of New York City’s staples: the bodega.
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"For millions of people, a stop at the bodega is part of their daily routine," said J Balvin. "It's a space deeply-rooted in community, where you always know what you're looking for but never know what you're going to get - a place where street style meets convenience. This collection is reflective of that easy but functional vibe."
BodegaWear is a streetwear collection designed in collaboration with the Colombian singer who splits his time between Medellin, Colombia and New York City. It's made up of 10 pieces including a bucket hat which doubles as a beer bucket to keep beverages cold, socks, slides, a varsity jacket and more.
The merch is part of Miller Lite’s ‘It’s Miller Time’ campaign remixed as ‘Es Jose Time’ by J Balvin. Miller Lite will donate all proceeds of BodegaWear sales to Accion Opportunity Fund which will help support bodegas, corner stores, and Latino-owned businesses.
"Bodegas are much more than stores – they're neighborhood hubs that truly bring people together. So, when we decided to launch a merch collaboration with J Balvin, we wanted to pay tribute and give back to these beloved, local institutions and the way people effortlessly combine street style and comfort on their bodega runs," said Sofia Colucci, vice president of the Miller family of brands. "Whether it's heading out to grab a snack or a six-pack of Miller Lite, we hope BodegaWear encourages drinkers to live authentically and find their Miller Time no matter where they are going."
The collection went live on Tuesday and is available to purchase by visiting www.esjosetime.com/bodegawear. Prices for the items range between $19-$349.
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