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Twenty two years ago, at the ripe age of 8, Maluma picked out his own sneakers. In fact, from top to bottom, the Latin superstar wore what he wanted—he even accessorized with an earring. “I had these crazy outfits,” he says over the phone. “I was wearing boots with jeans, oversized shirts with hats and bandanas. I used to have braids when I was 10 years old.”
Suffice to say, experimenting with fashion was always important to him. Both of Maluma’s parents had an interest in style, and even now, he can often be spotted in the front row during fashion week. And last night, he took his sartorial fascination a step further, launching a new athleisure line, Remanence, with a grandiose runway show in his hometown of Medellín, Colombia.
As owner and creative director of the new project, Maluma plans to keep all design and production efforts for Remanence local, while focusing on sustainability, water preservation, and responsible textile use. Another goal has been to generate jobs. “We’re creating culture,” he says. “It’s not only about creating a brand and making the brand super famous or successful.”
The first collection is called NEXIS, and includes parkas, pants, and shorts that are equal parts minimalist and comfortable. The pieces are designed to function in just about any setting—something that was very much needed for the singer’s busy schedule. “After the gym, I need to go to a meeting or maybe a lunch,” Maluma says. “I didn’t feel comfortable wearing the outfits that I was wearing for the gym. I was like, man, there is no brand that we could find that I can use for the whole day. That’s what I felt that we were missing.”
Below, Maluma talks about his new project, upcoming music releases, and the Latin designer he has his eye on.
Why was it important for you to host Remanence’s first show in Medellín?
This is very important for our Colombian culture. We’ve been working on this experience for at least a couple of years, trying to imagine which kind of brand people in the streets were asking for. For me right now, it’s a pretty epic moment. It had to be in Medellín because that’s my roots. I’m from here. I feel that Medellín is the place where I take all my music, all my inspiration to. It had to be here in Medellín because I feel proud of my city. I want the world to know about Medellín and this awesome place that we live in right now.
Maluma and the Remanence team at the Medellín fashion show
What prompted your interest in sustainability?
I’ve been this way since I was a kid. When I was young, I used to think a lot about water and all the water that we were using. Then, I was like, okay, how in the world are we going to make this happen while trying to improve the environment? That’s what we’re doing right now. We have a beautiful process where we’re taking care of water, electricity, energy, and many things.
How did having a daughter influence the way you work?
That’s why we wanted to create an outfit that could last the whole day. I’m an artist, and I have to go to interviews and I have to do shows, and, you know, I have to also be with my family. I’m changing three, almost four, times per day. The amount of water that [was used to create those clothes] is a lot. The main reason that I really wanted to create this [clothing line] was to help the world a little bit and plant the seeds for the next generation.
What inspired the name Remanence?
It means what it states: between two magnets. We want this brand to stay in everyone’s heart and in everyone’s soul around the world.
What other Latin designers are inspiring to you right now?
These big Latin designers, they made me make the decision to make this brand, because before all these things and all these Latin heavyweights, there were only a couple of Latin designers. They wanted to make it, but maybe they were a little bit too afraid, maybe they thought that they were not able to make it. Now, we see all these Latinos around that are killing it. People are actually paying attention to the Latin industry and culture.
What can you tease about your upcoming music?
I’m working on my new single; I have a new song. We are working on the whole plan, because we are going back to my first character. My first album was Magia, then the second one was Pretty Boy, Dirty Boy. I felt like everyone was so in love with Pretty Boy, Dirty Boy, and then I became Papi Juancho, and then I became Don Juan, and all of this crazy stuff started happening. When I went to the studio later on, I was like, man, I need this guy back. We started working on all these Reggaeton melodies, the music that made people fall in love with me. That’s what we’re doing right now. The cycle is coming back to the beginning, and it is the perfect moment to release the music that I just love doing.
I’m so inspired. I don’t know, maybe it’s my daughter. She was born, and she brought so many beautiful things, so much joy to my life, that I’m just doing what I love. I feel people are realizing that we’re working hard and doing things with passion. I am at a very grateful moment in my life, my career, and [I’m] planting a lot of seeds. We’re on the right path. Musically, beautiful things are coming in less than a month. We have a big surprise.
This interview has been edited and condensed for clarity.
Samuel is the Associate Editor at ELLE Magazine. Prior to this role, he was the Assistant to ELLE’s Editor-in-Chief, Nina Garcia. At ELLE, Samuel writes about music, fashion, arts, and culture, interviewing Normani, Lola Tung, Sara Bareilles, Kelli O’Hara, Nicholas Galitzine, Tate McRae, and more. Raised in Des Moines, Iowa, Samuel attended Northwestern University and currently resides in New York City.