Earlier this week, the letters in UPS took on a brand new which means: “Unidos Para Siempre,” or, in English, “United Perpetually.”
For this 12 months’s New York Style Week and in time for the start of Hispanic Heritage Month, the transport firm partnered with Angelo Baque, clothes designer and founding father of streetwear model Awake NY, to launch a limited-edition assortment titled “Unidos Para Siempre.” The gathering features a jacket, hoodie, bucket hat and t-shirt, every adorned with the UPS and Awake NY logos.
UPS put these things up on the market at a pop-up store a couple of blocks from the NYFW venue known as “La Bodega Baque,” the place different Latinx-owned small companies additionally had merchandise, artwork and clothes displayed.
This clothes assortment is the second that UPS has launched, following a limited-edition attire line designed by The Martin Company that the model launched throughout final 12 months’s NYFW. That assortment, together with “Unidos Para Siempre,” are a part of UPS’s “Proudly Unstoppable” marketing campaign, which began throughout the pandemic to offer grants to small companies owned by folks of shade. Via this initiative, UPS has offered greater than $1 million in grants and partnerships, based on a launch from the model.
The model selected to accomplice with Awake NY to each assist a Latinx designer and draw consideration to the truth that solely 4% of probably the most influential figures within the style trade are Latinx, based on the 2021 BoF 500, an annual index of main gamers in style. To additional uplift Latinx designers, proceeds from the “Unidos Para Siempre” assortment will go to the Excessive Faculty of Style Industries in New York Metropolis.
“UPS is concentrated on supporting causes and giving again to the group in a means that can affect them in the long term, whether or not it’s with grants to assist small companies or giving [them] an area the place they often wouldn’t have the chance to be,” stated Rique Santiago, inventive director of the Martin Company, which partnered with UPS and Awake NY on the gathering. “After we noticed … the shortage of funding and visual management for the [Latinx] group within the style trade, we knew we would have liked to do one thing completely different. We determined that investing in the way forward for Latinx style designers was a strategy to affect in a giant means.”
Baque launched the concept of making a pop-up expertise paying homage to a standard bodega, which he described as “a spot for the group to collect and develop collectively, not solely to purchase stuff and depart in seconds,” based on Santiago. La Bodega Baque obtained roughly 1,350 guests throughout the three days it was open to the general public and rapidly offered out of the objects from the Unidos Para Siempre assortment, based on Katherine Sheehan, director of brand name communications on the Martin Company.
Along with the clothes assortment and pop-up expertise, UPS additionally hosted a panel dialog known as “Cultivating the Future for Latinx Creators” at Spring Studios, the NYFW venue. Karla Martinez de Salas, editor-in-chief of Vogue Mexico and Latin America, moderated the dialogue, the place panelists—together with Baque; up-and-coming designers Angelo Daniel Buezo and Thermal Taveras; and Carlos Cueto, UPS senior supervisor of digital commerce—spoke on the need of accelerating the illustration of the Latinx group in style.
The significance of group shaped the center of the marketing campaign, with a map of North and South America printed on the jacket and bucket hat reflecting the idea of uniting the Latinx group, ”which is extraordinarily giant, numerous, and sometimes fragmented,” Santiago stated.
“We all know Latinx artists and creators are unstoppable, significantly when given entry and assist to succeed in their full potential, and we couldn’t consider a greater strategy to uplift these next-generation entrepreneurs than on the worldwide stage of New York Style Week,” UPS CMO Kevin Warren stated.
The UPS line was simply one among a pair of brand name “style launches” we noticed this week. NerdWallet additionally debuted its quirky “Inflashion” assortment from Deutsch LA and designer Jack Irving to carry shoppers cash recommendation in a contemporary away.