Hypebeast Community Center: PrettyBallads

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Give us your elevator pitch.

PrettyBallads is a multi-faceted brand that encompasses fashion, art, and music, stemming from a desire for genuine, emotive, and progressive self-expression. Rooted in circularity, surrealism, and sound, this project was initially a DIY endeavor in a Puerto Rico bedroom but has since grown into a versatile platform. This includes designing clothing, hosting events, creating visuals, and amplifying narratives that challenge conventional fashion norms. PrettyBallads doesn’t focus on following trends; instead, it aims to construct a realm where clothing, music, and personal experiences coexist within the same dialogue. It caters to individuals who seek a sense of empowerment and softness simultaneously, desiring attire that speaks volumes beyond mere words.





The Five Ws

Who is wearing PrettyBallads?

Friend’s stylish mother. Neighbor who rarely appears. Musicians, artists, designers, even famous DJs’ preferred DJs. These are individuals who understand and feel the symbols and emotions behind the creations – those who wish to express their identity, feelings, and uniqueness through their attire.

What is PrettyBallads’ main message?

Fashion can have a deep emotional impact, bring transformation, and be gentle on the environment. Instead of striving for perfection, we advocate for authenticity. By accepting imperfections, reimagining existing items, and crafting pieces that empower rather than exploit, we aim to create something meaningful. Our focus is on making items that are personal, relatable, and encourage self-discovery. We’re cultivating a creative environment that thrives on reinvention, connection, and compassion, rather than exhaustive extraction.

When did you launch PrettyBallads?

In late 2020, amidst the COVID-19 pandemic, I found myself in Puerto Rico. There, I began to explore screen printing and garment modification in my bedroom. As I delved into the local music and creative scene, I started creating designs for them. It didn’t take long for me to realize that I wanted to delve further, which led me to Parsons School of Design. This was where I honed my technical abilities and rethought my design approach. Since then, the brand has grown steadily through collaborations, community involvement, and continuous evolution. The official launch is set for this summer, with events planned in New York City, Los Angeles, and Puerto Rico.

Where are people wearing PrettyBallads?

Wherever it’s a sweltering dance party in the basement, a romantic rendezvous, an art exhibit debut, a corporate conference, a musical rehearsal, or simply a solitary moment – PrettyBallads adapts effortlessly to accompany you wherever you go.

Why was PrettyBallads created?

Since I didn’t see anything around me that resonated with my identity, when I launched my brand, there weren’t many fashion voices in Puerto Rico that seemed to align with my vision. Consequently, I decided to create my own. I began crafting items that I yearned to see within the global fashion scene, pieces imbued with meaning, memory, and a sense of presence. As time went on, my initial idea evolved into something far more expansive: a unique approach to work, collaboration, and design innovation. PrettyBallads was born to produce clothing that reflects who we are, the tales we bear, and the world we aspire to inhabit.

 

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About The Brand

What was the spark that catalyzed the creation of PrettyBallads?

Amidst the lockdown, I found myself with a sewing machine, screen printing kit, a wardrobe overflowing, and an abundance of time on my hands. The inspiration struck when I realized the monotony of being confined indoors, and decided to craft clothing that was vibrant and echoed my reality. I began by making DIY garments for friends and local artists, and the enthusiasm snowballed from there. PrettyBallads came to life as a reflection of me filling a void in the market with my creations.

When did fashion design become a passion for you—and on top of that, an intended career path?

My journey began with simple curiosity, examining the items in my wardrobe and dissecting them to understand their construction. This led me to collaborate with artists such as Álvaro Díaz, Miky Woodz, Matt Louis, Enyel C, among others, designing graphics and merchandise for Rauw Alejandro’s global tour. Inspired by this experience, I decided to delve deeper into the world of fashion, which led me to apply to Parsons. There, I immersed myself in design thinking and garment construction, transforming my perspective on fashion and my role within it.

How would you define PrettyBallads’ style in your own words?

Unconventional attire that blends traditional aesthetics with modern twists and innovations. I’m particularly drawn to garments serving multiple purposes – for instance, a versatile jacket that doubles as a tent or a transformable coat that can be converted into a bag. To me, clothing represents more than just an ensemble; it embodies adaptability and interaction with the environment we inhabit.

What do you think makes PrettyBallads stand out in today’s sea of emerging fashion brands?

Our focus lies on recycling materials. More than 80% of our output is sourced from resources such as leftover stock, excess production, factory scraps, and used garments. Yet, it’s not just about the materials; we’re all about fostering a sense of community. We’re constructing an expansive experience encompassing events like raves, art exhibitions, pop-ups, bar and restaurant takeovers. It’s a universe, not merely a commodity. We strive to produce stunning, empowering attire while ensuring everyone feels included in our venture.





Could you provide some additional details on how PrettyBallads’ distinctive approach to material reuse became such a defining characteristic of their brand identity?

Initially, all fabric stores were closed, leaving me with no choice but to work with whatever resources I could find. This included old clothes, supplies from Walmart, and any other items I could get my hands on. This experience has significantly influenced how I view materials up until now. Later at Parsons, I was exposed to the conventional Take-Make-Waste model, but it never seemed entirely fitting. During my final year, a visit to a rag house opened my eyes to an overwhelming amount of discarded clothing. That moment sparked a transformation in me. Currently, there is enough clothing on Earth to outfit humanity for the next 250 years. This realization led me to reconsider the nature of materials and strive towards designing innovative systems that can make circularity practical and achievable, which has become a fundamental aspect of the brand’s identity.

What style codes or eras do you draw inspiration from?

I draw inspiration from various aspects of my parents’ era, including fashion trends from the 90s/2000s, music, nightlife, and the cultural shifts experienced while moving between New York City, Puerto Rico, and California. Sculpture, physical objects, personal memories, and our current digital world are also significant sources of inspiration for me. Often, these references evoke emotions before they present as visual imagery.

What was the biggest challenge you’ve faced while building PrettyBallads?

Transforming a brand using available resources presents a true design conundrum. It’s not merely about creating garments; it’s about establishing an intricate infrastructure to support that process. Issues like sourcing inconsistencies, potential damage, and other challenges demand innovative solutions. Crafting individual pieces is manageable, but scaling such practices is where the real excitement lies.

What’s next for PrettyBallads?

Starting this summer, we’ll kick off with events taking place in New York City, Los Angeles, and Puerto Rico. These will include pop-ups, events, and other surprises. Additionally, we’re developing some thrilling partnerships, expanding into new retail locations, and setting up the infrastructure for our first PrettyBallads flagship store. You can expect to see detailed content about the creation of our pieces—from the sourcing of materials to their construction. We’re also collaborating on a music album featuring artists who’ve contributed to our brand over the years, further establishing PrettyBallads as an all-encompassing environment where fashion, music, and storytelling intersect. Of course, there are more unique projects in the pipeline that we’re not revealing just yet… but they’ll be here soon!

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2025-04-05 00:26