Designers Behind Walmart’s ‘The Nuevolution Project’ Share What Their Latinidad Means
A unique assortment of bold, style-forward home and apparel items created by Hispanic visionaries are now available at Walmart.
As part of The Nuevolution Project, the popular retailer is shining a spotlight on creatives that are shaping culture. Featuring two popular brands, WISH ME LUCK and Roberto Lugo, with a capsule collection starting at $8.98 and ranging in products from premium tee-shirts to carefully crafted ceramic bowls.
The innovators behind the popular brands include Alex Ordonez and Sam Dameshek of Wish Me Luck, and Roberto Lugo of his self-titled brand. With the exciting announcement during Hispanic and Latinx Heritage Month, the creatives share how they are shaping culture, the importance of this first-of-its-kind release, what their Latinidad means to them, and more.
WISH ME LUCK
Wish Me Luck’s founders Alex Ordonez and Sam Dameshek met on the set of a 2017 fashion campaign in Lake Tahoe and ultimately became best friends. While the two came from very different places, their coinciding dreams and akin struggles united them to create WISH ME LUCK.
J: Why was it important to have messages like “Dreamers Win” and “Dreamers from the Motherland” in this collection?
WML: “At Wish Me Luck, the concept of 'Dreamers of the Motherland' resonates deeply with us. As individuals of Hispanic descent—myself (Alex), David, and Daz—we all share stories rooted in dreaming big. David is a first-generation from Mexico, while Daz is Puerto Rican, with many Puerto Ricans arriving in the U.S. in the 60s and 70s. I (Alex) am Puerto Rican and Colombian, and our journeys reflect a shared heritage of aspiration.”
J: How does it feel to have this collection released in time for Hispanic/Latinx Heritage Month?
WML: “This collaboration honors not only Hispanics but all risk-takers who pursue their dreams. We’re incredibly grateful for this opportunity to represent our community. It feels like a full-circle moment for all of us.”
J: How do you hope people are inspired or feel from wearing your designs?
WML: “Being a dreamer means embracing the freedom to be whoever you want to be. Our designs are inclusive, created for everyone. When you wear them, we want you to feel empowered, just like when you don your favorite sports jersey.”
J: Being a part of the Nuevolution Project, how would you say you are shaping the future?
WML: “By showcasing our cultures on larger platforms, we’re helping shape the future and inspiring others to do the same.”
“Being apart of the Nuevolution project makes me feel like I’m making a contribution to giving Hispanic creatives the podium they’ve always deserved”
Co-Founder of Wish Me Luck- Sam Dameshek
J: To have your collection be a part of this Walmart initiative, what do you hope it shows other Latinx creators? And even Latinx customers.
WML: “The Latin community inspires and influences so much in pop culture. But we’re hoping this collection can show other Latin creators and customers that we can also take the spotlight and show who we really are without being overshadowed by other entities.”
J: Complete the phrase, "Mi latinidad es…."
WML: “Grandeza”
ROBERT LUGO:
Roberto Lugo is a Philadelphia-based artist, ceramicist, social activist, poet, and educator. Lugo utilizes classical pottery forms in conjunction with portraiture and surface design reminiscent of his North Philadelphia upbringing and Hip Hop culture to highlight themes of poverty, inequality, and racial injustice. Lugo’s works utilize traditional European and Asian ceramic techniques reimagined with a 21st-century street sensibility. Their hand-painted surfaces feature classic decorative patterns and motifs combined with elements of modern urban graffiti and portraits of individuals whose faces are historically absent on this type of luxury item - people like Sojourner Truth, Dr. Cornel West, and The Notorious BIG, as well as Lugo’s family members and, very often, himself.
J: How are your upbringing and heritage incorporated in this collection?
RL: "Well, I grew up doing graffiti in a Philadelphia neighborhood called Kensington, where lots of immigrant families lived. My artistic practice draws from the imagery I'd see every day like pigeons or chickens in people's backyards. In my community, the Afro pick was about as common as a brush or a comb. So, in this collection, I wanted to create visuals with a distinct homage to my Puerto Rican heritage and lived experience in Philly, but that also shares the Afro-Latino experience that I know so many other people can relate to."
J: How does it feel to have this collection released in time for Hispanic/Latinx Heritage Month?
RL: "Creating this collection for Hispanic/Latinx Heritage Month is a dream come true for me. I believe it's very important to celebrate Latino culture, especially since many people aren't familiar with how influential and significant the contributions of Latino folks have been in our country and around the world. This dedicated time to celebrate culture also gives us a wonderful opportunity to explore what Latino identity means in contemporary culture and society. Our heritage and stories are rich and deeply varied. Having this moment to show the world what that means, like showing people that potters are Latino, can demonstrate an evolution of public perception and blur stereotypes."
J: From clothing to ceramic items, any item that has a special significance or representation to you? And why?
RL: "This entire collection is very special to me, but if I have to pick one item, I think the hoodies are the most significant for a few reasons. In my own life, hoodies have always been an iconic clothing item worn in the community I grew up in. They also come up frequently in Hip Hop and are a streetwear staple. Unfortunately, some folks have negative perceptions of hoodies and the people who wear them, as they believe it can make someone appear 'dangerous' or that they're trying to disguise their appearance. I wanted to complicate that narrative and challenge that stigma by creating the traditional shape and form of a hooded sweatshirt with bright, inviting patterns. One of the sweatshirts that immediately comes to mind is pink with pandas and Caribbean flowers, which I hope creates some contrast between someone being perceived as dangerous and joyful fashion that puts a smile on everyone's face."
J: Being a part of the Nuevolution Project, how would you say you are shaping the future?
RL: "I hope this collaboration shapes the future in a few ways. I recently met some of the wonderful people who work at a Walmart near me, and seeing their interpretation of the work, how proud they were of it, and how excited they were to see the work in the store reminded me how much of an impact this opportunity can make. Even the marketing and the visual representation of a Latino person working in the arts and doing something that's maybe nontraditional for someone who looks like me or what people perceive to be traditional, I think it's complicating and expanding people's perspectives. Whether a child or an adult sees me making pottery and designing work to be sold at Walmart, I hope it inspires them to dream big and honor their innate creativity."
J: To have your collection be a part of this Walmart initiative, what do you hope it shows other Latinx creators? And even Latinx customers.
RL: "I hope my collection with Walmart inspires others to stop limiting themselves to what has been done before in their field. Very rarely does someone who comes from a place like I do and who has the cultural background that I do wind up designing things for a place like Walmart. Very rarely does that person do something like work in crafts and make pottery or get exhibited in museums. And so I think that by me having the exposure in my career and life in this context and platform, it gives people an example of what is possible and that their opportunities and growth are limitless."
J: Complete the phrase, "Mi latinidad es…."
RL: "Mi latinidad es mi orgullo"
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About Walmart
Walmart Inc. (NYSE: WMT) is a people-led, tech-powered omnichannel retailer helping people save money and live better — anytime and anywhere — in stores, online, and through their mobile devices. Each week, approximately 255 million customers and members visit more than 10,500 stores and numerous eCommerce websites in 19 countries. With fiscal year 2024 revenue of $648 billion, Walmart employs approximately 2.1 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy, and employment opportunity. Additional information about Walmart can be found by visiting corporate.walmart.com, on Facebook at facebook.com/walmart, on X (formerly known as Twitter) at twitter.com/walmart, and on LinkedIn at linkedin.com/company/walmart.
