about us
about us
about us
Puerto Rican Streetwear: Art Meets Fashion
“From the walls of ENCANTOS Pop-Up Gallery, birthed by art, shaped by heritage, LATISHÉL came to life”
LATISHÉL is more than just a brand; it’s a celebration of Puerto Rican streetwear and culture, brought to life by artist Pepe Villegas and designer Jeffrey Grübb. Their collaboration began in 2021, inspired by a shared creative vision and the memory of their late friend, photographer Karin Kohlberg.
Roots in Art and Design
Pepe Villegas, a Pratt Institute-trained architect and self-taught artist, has spent decades immersed in New York City’s art and fashion scenes. A former model featured in Vogue’s 100th Anniversary issue, he transitioned to studio art, creating wearable art under his label ARTKTR. Now based in his native Puerto Rico, Pepe serves as LATISHÉL’s Creative Director, infusing each piece with his unique artistic vision.
Jef Grübb, a celebrated activewear designer, launched his career in New York and built brands like FAL, sold by Bergdorf Goodman, Net-a-Porter, Equinox, ESCAPE @ TheCOVE Atlantis, and ONE & ONLY Resorts. Later, founding House of Alchemi, Jef developed collections for HSN and other outlets. Now as LATISHÉL’s Fashion Director, he merges Puerto Rican heritage with modern design.
Born from Art and Culture
The journey began in 2022 at the ENCANTOS Pop-Up Gallery in Old San Juan, where Pepe and Jef transformed an empty storefront into an artistic and retail showcase. Featuring Pepe’s works like El Nuevo Jíbaro and Tierra Adentro, the exhibition celebrated Puerto Rico’s enchantments, inspiring LATISHÉL’s launch.
Explore LATISHÉL’s Boricua lifestyle apparel, Puerto Rico-inspired fragrances, and designs grounded in heritage and creativity.
