Juan de La Paz — From the Andes to the World

Juan de La Paz is a Bolivian fashion house and Responsible Project rooted in culture, heritage, and conscious luxury. Since its founding in 2009 by Juan Carlos Pereira Paz, the brand has been weaving stories of identity and conscious luxury alongside artisan workshops, cooperatives, and indigenous communities. Each piece emerges from a dialogue between ancestral techniques and experimental supra-recycling, reimagining sustainability with a modern pulse that even embraces the realm of digital fashion. In 2015, designer Andrés Jordán joined as co-designer, enriching the creative vision of the house until 2023.

Our work has led a movement of positive cultural representation for Bolivia, proving that being local enables us to be global. From La Paz to the world, Juan de La Paz has reached global press as Vogue USA, Vogue UK, Vogue Italia, Vogue México y Latinoamérica, Vogue India, Harper’s Bazaar Russia, Harper’s Bazaar México, Elle China, Elle México, L’Officiel Argentina, L’Officiel España, Glamour South Africa, among others, and presented collections at Mercedes-Benz Fashion Week Russia, Brazil Immersive Fashion Week, Alpaca Fiesta – Perú Moda and DAB Bolivia, the platform the brand founded to promote Latin design, education, and sustainability.

In 2022, Juan de La Paz was selected by Edward Enninful for British Vogue’s Global Sustainability Portfolio, a cultural milestone later echoed across other international editions of Vogue.

The brand’s impact extends to academia, making Juan de La Paz a case study in universities across America, Europe, and Asia, and part of the historic exhibition “Latin American and Latinx Fashion Design Today: ¡Moda Hoy!” at The Museum at FIT.

At the core of our philosophy is mutual nurturing (YANAK UYWAÑA), honoring our relationship with Mother Earth, artisans, and every community we engage. Luxury is authenticity, quality, and cultural resonance. Every piece tells a story, honoring tradition while embracing the future.

Juan de La Paz is more than fashion: it is a cultural phenomenon bridging tradition, craft, couture, and technology — from the Andes to the world.

About the Founder

Juan Carlos Pereira Paz is a Bolivian designer, communicator, and cultural researcher whose work redefines the intersection of heritage, innovation, and sustainability. With more than fifteen years of experience, he has emerged as a leading voice in Latin American design, advocating for a vision of fashion as both cultural expression and social responsibility.

His academic and cultural trajectory includes lectures and collaborations with The Museum at FIT (New York), the National University of Seoul, the Museo Nacional de Etnografía y Folklore (MUSEF), and the Fundación Cultural del Banco Central de Bolivia. He has also been featured in international platforms such as BAF Buenos Aires Fashion Week, Monumental Moda Lima, the Latin American Fashion Summit (LAFS), and Mercedes-Benz Fashion Week Russia.

Pereira Paz’s work embodies a philosophy of mutual nurturing, honoring artisans, communities, and Mother Earth, while positioning Latin American creativity within the global stage. For him, design is not just creation—it is a cultural phenomenon, where tradition, innovation, and sustainability converge to shape the future.