LATIR: conscious fashion with heart, the new collaboration between Vélez and NEW FOR YOU
● Vélez and New For You launch LATIR, The Beat of Heart, a capsule collection that unites sustainability, creativity and conscious design.
● Available from September 3rd in Vélez stores and on their website, it includes two key pieces: the Beat Bag and the Heart Jean, with hearts in recycled leather.
● The collaboration stems from a shared commitment to giving materials a second life and promoting responsible fashion that transforms surplus into designs with history and purpose.
Colombia, September 2025. - Colombian fashion is thrumming with sustainable energy. Vélez, through its Leather for Good initiative, announces a groundbreaking collaboration with NEW FOR YOU, an emerging brand that promotes circular fashion in the country. Together they present 'LATIR, The Beat of Heart', a capsule collection that combines purpose, creativity, and conscious design, available from September 3rd in Vélez stores and on their website.
The heart is the central symbol of this collection. It appears in two iconic pieces: the Beat Bag and the Heart Jeans, where fragments of reclaimed leather become unique details, reminding us that every material can have a second life. More than accessories or garments, these are objects with a story, capable of transforming what seemed formless into something new, meaningful, and inspiring.
The union of these two brands stems from the conviction that fashion can be responsible without sacrificing freshness or innovation. “ At Vélez, we believe that the most valuable things aren't always born perfect; often they emerge from what's left over. With LATIR, we repurpose discarded materials, transforming them into pieces with a purpose, reminding fashion that true beauty also lies in second chances ,” says Juliana Quintero, marketing director at Vélez.
Leather for Good , Vélez's movement, has paved the way in the industry toward responsible and sustainable leather, crafted in harmony with nature. With LATIR, this purpose aligns with the disruptive vision of NEW FOR YOU, founded by Paulina Franco and Verónica Bacci, two friends who seek to give new life to the surplus of fashion companies to reduce their environmental impact.
More than just a collection, this capsule is a bridge between tradition and sustainability, between the human and the natural. Just as the heart sets the rhythm of life, each piece in this limited-edition co-creation beats with a new rhythm, its materials transformed into designs that celebrate second chances. With LATIR, Vélez and NEW FOR YOU demonstrate that style and consciousness are not opposites, but complementary forces capable of rewriting the future of fashion in Colombia.
For more information, contact
Vanessa Cifuentes
Cell: 3218314293 - vanessa.cifuentes@toptalkcomms.com