CHICAGO— Beer brewer Miller Lite and Latin music artist J Balvin are teaming up to create a line of apparel and merchandise “inspired by the vibe, look and culture of one of the most authentic places in the world. community – the bodega.
The BodegaWear streetwear collection designed in collaboration with J Balvin features 10 pieces, including a bucket hat that doubles as a beer bucket to keep a six-pack cold, a sock and slide combo, a signature J Balvin varsity jacket and more.
Miller Lite will donate all proceeds from BodegaWear sales to the Accion Opportunity Fund to help support bodegas, convenience stores and Latino-owned businesses.
“Bodegas are much more than stores: they are neighborhood hubs that really bring people together. So when we decided to launch a merchandising collaboration with J Balvin, we wanted to pay homage and give back to these beloved local institutions and the way people effortlessly combine street style and comfort on their bodega shopping sprees.” , said Sofia Colucci, Vice President. of the Miller family of brands. “Whether it’s stepping out for 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 go.”
Each piece was designed to encourage drinkers to celebrate “It’s Miller Time,” and in this case, “Es Jose Time,” the company said.
“For millions of people, a stop at the bodega is part of their daily routine,” said Joseph Balvin. “It’s a space deeply rooted in the community, where you always know what you’re looking for but never know what you’re going to get – a place where urban style meets convenience. This collection reflects that simple yet functional vibe.
The collection will be available on www.esjosetime.com/bodegawear from July 26, while supplies last.
Accion Opportunity Fund, based in San Jose, Calif., works to create an inclusive and healthy financial system that supports small business owners nationwide by connecting entrepreneurs to affordable capital, educational resources, coaching and networks. Through partnerships and outreach strategies, it reaches entrepreneurs of color, low-income entrepreneurs and women, who often lack access to the financial services they need to start and grow their businesses.
Miller Brewing Co. was founded in 1855 by Frederick J. Miller when he purchased the Plank Road Brewery in Milwaukee. It is part of the North American business unit of Molson Coors Beverage Co., Chicago.
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