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De La Vega Builds His Brand Online

DSC03593 copy - Version 2Suzanne Rozdeba James De La Vega puffs on a cigar outside the former home of his East Village Museum.

James De La Vega, who shut down his East Village museum in August of last year and left followers wondering where he’ll end up next, has taken his brand online.

“De La Vega is now writing on the sidewalks of cyberspace,” said the artist, famous for his street art, often adorned with the catch phrase, “Realiza Tu Sueno / Become Your Dream.” In January, Mr. De La Vega said he was working on a “digital experience.” Now, that experience has been revealed: an online store, featuring De La Vega T-shirts, tote bags and even an organic baby body suit with his signature fish jumping out of a bowl. An assortment of coffee mugs, shot glasses and water bottles range from $10-$18.

Mr. De La Vega remained confident that his followers — who see him as an artistic prophet of sorts — would follow him in his new, commercial direction.
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