with an unexpected idea that caught our attention. Someone Somewhere proposed a bold collaboration: create a jersey that honors the artistry of Mexican craftswomen. We listened. And we moved fast.

Together, we launched New Skin, a limited-edition Mexico national team jersey hand-embroidered by women artisans from Puebla. Each piece took over 11 hours to complete and used more than 100 meters of thread—symbols of the team, the pitch length, and the hands that shaped them.

Worn during Copa América 2024, the collection turned heads globally. But beyond the beauty, it created real social impact, offering meaningful work and celebrating the traditions of a community often unseen.

A small message became a global statement — proof that when brands listen, culture wins.