J Balvin is bringing a little piece of Medellín to the middle of New York City.

The Colombian reggaeton superstar has teamed up with iconic Colombian leather brand Vélez for a special pop-up in SoHo, transforming Shopify’s New York space into a celebration of Colombian fashion, craftsmanship and culture during New York Fashion Week.

Called “Artisan Gang in the City,” the limited-time experience is taking place at Shopify NY at 131 Greene Street and runs through Sunday, September 13.

And for Balvin, this one is personal.

“We Brought Medellín, Colombia to SoHo”

The collaboration between J Balvin and Vélez draws heavily from their shared roots in Antioquia.

Speaking from the pop-up, Balvin said the goal was to bring a piece of his home directly to New York.

“We brought Medellín, Colombia to SoHo, New York,” Balvin told Secret NYC.

The collection combines Vélez’s decades of Colombian leather craftsmanship with Balvin’s colourful, streetwear-driven aesthetic.

Its inspiration also goes deeper into Antioquian culture, paying tribute to the region’s traditional arrieros — the muleteers who historically transported goods through Colombia’s mountainous terrain and became an important symbol of hard work and Paisa identity.

The result is Colombian heritage reimagined for the streets of New York.

From Walking Dogs in New York to Taking Over SoHo

There’s also something very full-circle about the location.

Long before “Mi Gente,” global tours, Grammys and collaborations with some of the biggest brands in the world, Balvin spent time living in New York while trying to figure out his future.

He recalled working as a dog walker and sleeping on the floor in Queens during those early years.

New York would later become one of the first American cities to embrace his music.

Balvin says that history is part of why bringing this Colombian collaboration to the city means so much to him.

“If you make it in New York, you make it anywhere,” he said, adding that Colombia will always come first but New York has also become part of his DNA.

Colombian Fashion on the Global Stage

Vélez has been producing leather goods in Colombia for decades and has grown into one of the country’s most recognizable fashion brands.

Pairing that history with one of Colombia’s biggest global music stars puts another spotlight on the creativity coming out of the country.

And doing it during New York Fashion Week makes the statement even bigger.

This isn’t simply Colombian-inspired fashion being shown in New York.

It’s Colombians telling their own story.

From Medellín and Antioquia to SoHo — Colombian culture continues showing up on some of the biggest stages in the world. 🇨🇴🔥