PrettyBallads, founded in Puerto Rico, is redefining fashion as an emotional and creative outlet that prioritizes sustainability and personal expression.
PrettyBallads is carving out a unique niche in the fashion industry, functioning not only as a clothing brand but also as an art collective and record label. The creative enterprise was founded on the principles of honest expression, emotional resonance, and innovative design. Originating in late 2020 in Puerto Rico, PrettyBallads began as a DIY initiative and has evolved into a multi-faceted platform that hosts raves, crafts clothing, and tells compelling stories that challenge conventional fashion cycles.
The founder, whose identity is deeply interwoven with the brand, noted that PrettyBallads is intended for those who seek to express their individuality and emotions through their attire. Describing the typical audience, the founder articulated, “Your friend’s cool mom. Your neighbor whom you never see. Musicians, artists, designers, your favorite DJ’s favorite DJ.” This diverse base aligns with the brand’s core message that fashion should represent emotional depth and environmental responsibility. As stated by the founder, “We don’t believe in perfection — we believe in presence.”
Launched officially this summer, PrettyBallads showcases its clothing in various settings—from energetic basement raves to gallery openings and personal moments of introspection. The formation of the label was a response to a void the founder perceived in the local fashion scene, which left them yearning for styles that complemented their identity. “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,” the founder reflected.
PrettyBallads is distinguished not only by its aesthetic but also by its commitment to sustainability and circular fashion practices. The brand prioritizes material reuse, with over 80% of each collection sourced from existing materials such as deadstock, factory waste, and secondhand clothing. This approach stems from the founder’s early experiences during the pandemic when traditional fabric sources were unavailable. “In the beginning, no fabric stores were open, so I turned to what I had,” the founder explained.
The brand’s design ethos revolves around multi-functional garments, where clothing serves adaptable purposes—for instance, a jacket that can transform into a tent. This rethinking of clothing as systems rather than mere outfits emphasizes interaction with the environment and personal lifestyle. The founder’s background has also shaped the visual language of PrettyBallads, drawing inspiration from various cultural elements such as 90s and 2000s fashion, music, and the vibrant nightlife shared between New York City, Puerto Rico, and California.
Looking to the future, PrettyBallads plans to further expand its presence with immersive pop-ups and events across major cities like New York City, Los Angeles, and Puerto Rico. Collaborations and a flagship store are also on the horizon, alongside a new music album featuring artists who have been pivotal in the brand’s journey. The founder expressed enthusiasm for sharing more detailed content regarding the processes behind the clothing, emphasizing a commitment to transparency and storytelling within the fashion narrative.
PrettyBallads represents a unique amalgamation of fashion, art, and music, designed for a generation seeking deeper connection to the clothing they wear and the narratives they convey. The movement rooted in this brand encapsulates a holistic approach to creativity, celebrating emotional richness, sustainable practices, and community engagement.
Source: Noah Wire Services
