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J Balvin and Miller Lite Drop BodegaWear Collection

by Monica C. Smith

J Balvin and Miller Lite are showing love to local convenience stores with a new collaboration collection called BodegaWear.

The 10-piece capsule designed by the Colombian reggaetón artist and Miller Lite celebrates the fashion and streetwear scenes of bodegas, or small delicatessen and/or convenience stores mostly in New York City. The collection is comprised of styles meant to be thrown on for a quick corner-store run, like socks and slides, hoodies, graphic T-shirts, sweatpants, a shacket, varsity jacket, beverage wrap, metal cooler and a bucket hat that doubles as a beer bucket. Prices range from $19 to $349 and proceeds from all sales benefit Accion Opportunity Fund, an organization supporting bodegas, corner stores and Latino-owned businesses.

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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, a new capsule by J Balvin and Miller Lite.

BodegaWear, a new capsule by J Balvin and Miller Lite.

This tie-up is Balvin and Miller Lite’s second partnership, serving as the follow up to Es José Time, a play on the brewer’s Miller Time phrase and Balvin’s real name José Álvaro Osorio Balvin. In 2021, the partners produced limited-edition cans in vibrant colors, which Balvin has been known for. He stressed his affinity for rich colors with his award-winning 2020 album Colores, his collaboration with Air Jordan that debuted at the Super Bowl in 2020 and launched at the end of the year, and his popular dyed hair look in blue that took over the 2022 Grammy Awards this year.

Es José Time in 2021 took over a New York

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FASHION

Miller Lite Beer And Music Superstar J Balvin Introduce New Streetwear

by Monica C. Smith
, Miller Lite Beer And Music Superstar J Balvin Introduce New Streetwear

(J Balvin: Courtesy Miller Lite)

Miller Lite and platinum-selling music superstar J Balvin have created a merch line inspired by the vibe, look, and culture of one of the bodega – those iconic corner stores that sell everything from fresh fruit and bread to Miller Lite.

“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.”

Available now on Miller Lite’s e-commerce site, the bodega collection offers everything from t-shirts to shorts, a varsity jacket and even a bucket hat that doubles as a beer bucket.

Miller Lite’s partnership with J Balvin, whose real name is Jose Alvaro Osorio Balvin, is part of the company’s biggest-ever marketing effort targeting Latino drinkers, America’s fastest growing demographic.

, Miller Lite Beer And Music Superstar J Balvin Introduce New Streetwear

(Courtesy Miller Lite)

Over the course of the partnership, J Balvin has taken fans behind the scenes when he’s hanging with friends and just being himself – Jose – for what the brand called Es Jose Time.

, Miller Lite Beer And Music Superstar J Balvin Introduce New Streetwear

“At the end of the day, I’m José, a guy who loves spending time with his close friends, and ‘Es José Time’ shows just that,” said J Balvin.  “I’m proud to be working with a legendary beer like Miller Lite, and I appreciate that they embrace me for who I am.”

The musician starred in several TV spots, and Miller Lite handed over its iconic white pint to J Balvin, whose bright insignia adorned the

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