Give us your elevator pitch.

PrettyBallads is a fashion label, an art collective, and a record label all rolled into one and born out of the need for more honest, emotional, and forward-thinking expression. It’s a project grounded in circularity, surrealism, and sound. What started as a DIY experiment in a bedroom in Puerto Rico has evolved into a cross-disciplinary platform — creating clothing, throwing raves, designing visuals, and amplifying stories that push against the traditional fashion cycle. PrettyBallads isn’t about chasing trends. It’s about building a world where clothing, music, and memory exist in the same conversation. It’s for people who want to feel powerful and soft at the same time and who want to wear something that says more than words can.

The Five Ws

Who is wearing PrettyBallads?

Your friend’s cool mom. Your neighbor whom you never see. Musicians, artists, designers, your favorite DJ’s favorite DJ. People who resonate with the codes and feelings behind the work—those who want to express identity, emotion, and individuality through what they wear.

What is PrettyBallads’ main message?

That fashion can be emotional, transformative, and kind to the planet. We don’t believe in perfection — we believe in presence. In embracing flaws, reworking what already exists, and creating beauty that empowers rather than exploits. It’s about making things that feel personal, that resonate, that allow people to see themselves differently. We’re building an ecosystem of creativity that doesn’t rely on constant extraction, but instead on reinvention, connection, and care.

When did you launch PrettyBallads?

The seeds were planted in late 2020 during the COVID pandemic. I was in Puerto Rico, experimenting with screen printing and garment manipulation in my bedroom. I started designing pieces for musicians and creatives in the local scene and quickly realized I wanted to dive deeper. That led me to Parsons, where I expanded my technical skills and redefined my design philosophy. Since then, the brand has grown organically through collaborations, community, and constant reinvention. The official launch is this summer, with activations planned across NYC, LA, and Puerto Rico.

Where are people wearing PrettyBallads?

To a sweaty basement rave, a hot date, a gallery opening, a business meeting, a sound check, or just a moment alone with themselves. PrettyBallads is fluid. It moves with you, wherever you are.

Why was PrettyBallads created?

Because nothing I saw around me felt like me. When I started the brand there weren’t many fashion voices that felt aligned with my vision in Puerto Rico, so I decided to build my own. I started making pieces I wanted to see in the world, pieces that carried meaning, memory, and presence. Over time, that vision expanded into something much larger: a way of working, of collaborating, of designing new systems. PrettyBallads exists to make clothes that reflect the people we are, the stories we carry, and the world we want to live in.

 

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About The Brand

What was the spark that catalyzed the creation of PrettyBallads?

PrettyBallads was born during lockdown. I had a sewing machine, a screen printing kit, a closet full of clothes, and too much time. The spark came from being stuck inside and deciding to make clothing that felt exciting and reflective of my world. I started with DIY pieces for friends and local artists, and the energy grew from there. PrettyBallads was me creating what I didn’t see in the market.

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

It all started with curiosity, and me studying the clothes in my closet, breaking them down to see how they were made. That evolved into working with musicians like Álvaro Díaz, Miky Woodz, Matt Louis, Enyel C, just to name a few, and eventually creating graphics and merch for Rauw Alejandro’s world tour. After that, I knew I wanted to go deeper, so I applied to Parsons. Learning design thinking and garment construction completely shifted how I saw fashion and my place in it.

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

Clothing with an edge. A lot of the styles are rooted in familiar references, but then something’s been tweaked, reimagined, pushed. I’m really interested in garments with multiple functions—a jacket that turns into a tent, a coat that transforms into a bag. I think of clothes as systems, not just outfits. It’s all about adaptability and interacting with the world around us.

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

We prioritize material reuse. Over 80% of each release comes from existing sources like deadstock, overstock, factory waste, and secondhand clothing. But beyond the materials, we’re about community. We’re building something larger: raves, gallery shows, pop-ups, bar and restaurant takeovers. It’s a world, not just a product. We believe in creating beautiful, empowering clothes and making sure everyone feels like they have a seat at the table.

Many know PrettyBallads for its unique material recycling systems. Can you tell me more about how this design process came to represent the brand?

In the beginning, no fabric stores were open, so I turned to what I had. Old clothes, Walmart supplies, whatever I could get my hands on. That shaped the way I think about materials to this day. Later at Parsons, I was introduced to the traditional Take-Make-Waste model, but it never felt fully right. During my senior year, I visited a rag house and saw literal tons of discarded clothing. That moment changed everything. There’s enough clothing on Earth right now to dress humanity for the next 250 years. Rethinking what materials are, and designing new systems to make circularity scalable and real became a cornerstone of the brand’s DNA.

What style codes or eras do you draw inspiration from?

My parents, 90s/2000s fashion, music, nightlife, and the movement between NYC, Puerto Rico, and California. I get inspired by sculpture, objects, memories, and the digital world we’re navigating now. A lot of the references are emotional before they’re visual.

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

Scaling a brand based on existing materials is a real design challenge. You’re not just designing clothes. You’re designing an entire system to make it possible. Sourcing, inconsistencies, damage — all of those things force you to think differently. Making one-offs is one thing, but scaling this kind of practice is where the work gets exciting.

What’s next for PrettyBallads?

We’re officially launching this summer with events in NYC, LA, and Puerto Rico — immersive pop-ups, events, and more. We’re also working on some exciting collaborations, expanding into new retail spaces, and laying the groundwork for a PrettyBallads flagship store. You’ll start seeing more in-depth content about how the pieces are made—behind-the-scenes of the process, from material sourcing to construction. We’re also working on a collaborative music album featuring all of the artists and collaborators who’ve helped shape the brand over the years, continuing to build PrettyBallads as a full ecosystem where fashion, sound, and storytelling all collide. And of course, there are more special projects in the works that we’re keeping under wraps for now … but they’re coming.