For cultural spectators, Kiko Baez and his meteoric rise to dressing the world’s biggest celebrities and athletes borders on “overnight success.” His brand, after all, hit the market for the first time just three years ago. The brand debuted with a bang, with the first design linked to Colombian artist, J Balvin, which unintentionally set the precedent for success.
But Baez’s trajectory is anything but “overnight.” In fact, it is generations in the making. In his hometown of Tijuana, Mexico, Baez’s grandfather owns a clothing manufacturing company that produces clothing for American businesses. “I used to run around the factory,” says Baez as he reflects on his past, describing the factory as “his playground.”
His youthful play turned into a blooming curiosity, as he witnessed the details that went into producing clothes – from threading a needle to setting down the first stitch. But despite producing clothing for mass audiences, including celebrities and athletes, his family’s name never received recognition. “We never saw the possibility of making our own brand. We always worked for so many people,” says Baez. This lifelong query became the driving force behind his work — to carry on his father’s legacy and become a premiere Mexican designer.
Since launching his brand in 2021, Baez’s designs have made their way across several landmarks: on the runway for NYFW, the boxing ring with Canelo Alvarez, and most recently on the main stage at Coachella, where Baez is credited with designing the jackets and sets worn on stage by J Balvin, Jowell & Randy, De la Ghetto, and Santa Fe Klan during Coachella.
The leather sets and the matching jackets were custom-made for the performers, each with a tropical barrio design: monochromatic palm trees, sprawling flames, and a collation of colors inspired by the national flags of Puerto Rico and Colombia. The sets were Coachella-fied with a Baez Twist. What once was a hidden trademark, is now boldly stamped on the back of every leather jacket.
Baez’s touch went beyond the lead performers, “Dancers were wearing Baez, Musicians were wearing Baez, the second singers were wearing Baez,” he says as he reflects on his designs for Santa Fe Klan’s Coachella performance. The thematic design was established in September of last year, where Baez met with Santa Fe Klan’s manager over dinner to discuss the collaboration.
“I want to take the hood, barrio, to Coachella. I want the outfits to tell the story of who Santa Fe (Klan) is.” The Mexican rapper who is known for oversized fits and Chicano-inspired silhouettes was open to Baez’s interpretation, despite warning from Baez about the reality of leather material and the Coachella heat. “No bro, trust me. Angel (Santa Fe Klan) doesn’t even care if it’s hot. If he works with you, he wants it to be leather,” recalls Baez.
After Coachella, Baez made a custom outfit for Gabito Ballesteros for his Latin American Music Awards performance. That outfit was a white two-piece tracksuit with “The GB” emblazoned on the back and a blue streak across the middle. The “GB” on the back had hand-laid rhinestones, showing Baez’s commitment to creating unique designs that have a personal touch.
But that’s not all, he also worked with Eladio Carrion on a custom jersey with Swarovski crystals. It reads, “Sol Maria, hoy te doy tus flores. Gracias por tus valores.” And from the videos posted on Instagram, the same care was taken in constructing this piece.
While Kiko Baez is living out his dream, he doesn’t feel that he has reached that “pinch me” moment just yet. “I am just floating, just dreaming,” says Baez as he reflects on his ascent. Wherever his dreams take him, one thing is for certain, he’ll continue to design for the culture. “My biggest dream is having an impact on culture, because that’s more than fashion, more than anything you can imagine.” And that’s just what he’s doing with every piece he makes.
To learn more about Kiko Baez and his work (especially if you want a piece of your own) visit his site here.
