A Night at Lust: Streetwear Meets Music

Earlier this year, we teamed up with Lust, one of Mexico’s leading streetwear brands, for a collaboration that combined fashion, sports, and music. Lust has established itself as a powerhouse in the industry, working with giants like Adidas, Reebok, Nike, Converse, and New Era. In 2024, they partnered with our friends at the Kings League to launch a line of products inspired by the league—and that’s where we came in.

The Setup

The launch party took place at Lust’s flagship store on Masaryk Avenue in Polanco. Their space, a classic French-style Polanco house adapted into a sneaker gallery, was the perfect venue. The store even has a patio with a basketball court, which we transformed into the ultimate event space. Throwing a party on Masaryk Avenue is no small feat—the street’s strict rules meant we had to get creative with our audio setup.

A Star-Studded Night

The event brought together personalities from the worlds of sports, streetwear, and fashion. Miguel Layún, president of the Kings League Mexico, was with us all night, enjoying the vibe and mingling with guests. The collection’s pieces were on display, turning the event into part gallery, part nightclub. What started as a launch party quickly became an impromptu nightclub, with music spilling out into the night and even catching the attention of people walking down Masaryk.

‍

‍

Music & Energy

Our DJ for the night, Dan Delbouis, took charge of the music, keeping the energy high well past midnight. What was supposed to wrap up early turned into a full-blown party that lasted until 4 AM—on a weekday! Lust Masaryk was buzzing, and we couldn’t have been more excited to turn this place into a crazy experience.

‍

‍

Polanco and Us

For us, this collaboration was more than just another project. Masaryk Avenue has a special place in our story—it’s where we founded our office and built so many of our dreams. To come back and turn this iconic space into a celebration of creativity felt like coming full circle. Here’s to more nights like this!

‍