[2] Described by Vogue as "explosive and aggressive",[3] Velez's work has been inspired by the historic craftsmanship and manufacturing legacy of the American Rust Belt and is the product of collaboration with local metalsmith artisans to revisit the regional craft.

[13] Of Puerto Rican heritage[5] but raised in Milwaukee, Wisconsin, Velez claims in recent interviews that the "industrial" nature of her "nontraditional upbringing" as the only child to a single mother who is a ship's captain on the Great Lakes influenced her current artistic identity, which she says draws heavily on "the relationship between femininity and force".

[18] Velez was first named by I-D Magazine in 2018 as "one of five under the radar designers to discover at New York Fashion Week" after first gaining viral success on VFILES Runway.

[40] The company was subsequently profiled in Forbes for its work with Midwestern makers and mission to "democratize resources and recognition" for artists outside of traditional creative capitals.

[52] Velez is an outspoken advocate for transparency around the struggles of being a young designer, detailing in a profile for the New York Times her difficulties around growing a brand without private wealth.