Sounds, Soles, and Roots: A Conversation with ViraDJ

At Noirfonce, we explore the stories behind the culture. Today, we sit down with a figure who has lived at the intersection of two worlds that constantly feed into each other: music and sneakers. You might know him from the decks at Pacha Ibiza, or perhaps you’ve crossed paths with him at 24 Kilates or Solebox in Barcelona. But beyond the alias, there is a deep story of heritage, family, and evolution. We caught up with ViraDJ to talk about his return to the Canary Islands, his sneaker obsessions, and the chapters that define him.

Let’s start with the basics. Who is ViraDJ?

It’s hard to really define myself. Yes, "DJ" is in my alias, but it’s not all there is to me. I collect sneakers, I collect memories, I love to travel, and I deeply value my friends and family. I don't know... I’m just Vira.

That’s the essence, but tell us a bit more about your story. How did you get started?

I come from a tech and music background. I was born in Gran Canaria in 1989 to Hindu parents, so I grew up with a unique mix of music and sport. My dad has a massive passion for music and always had instruments and gear around the house. Whether that was synthesizers or some kind of new apparatus, I grew up surrounded by technology and sound.

At 13, I tried out mixing for the first time, and that was it. I was hooked. It was as if I found my true calling. Of course, I was too young for clubs, so family gatherings and small parties became my go-to. My big debut would come at 17, four years after mixing for the first time. I was still underage, but I was mixing at a club.

It was a pretty amazing moment that eventually led me to DJ in big clubs like Pacha Ibiza next to some of my idols. I’ve shared the booth with names like David Guetta, Afrojack, DJ Nano, Grossomodo, and Piem, to name a few. Some of whom have turned into great friends of mine.

Regarding your craft, is it strictly mixing, or do you also produce?

Up until recently, it was all about mixing -finding new and fresh tracks, and blending them into my style and flow. But lately, I have been dabbling in producing in a more serious manner, and it is a blast. It’s a new way to express that same passion.

If you had to divide your life into chapters or stages, how would you title them?

I see it in three distinct parts.

The first chapter would be "The Discovery." This was the moment of experimentation -from music to fashion, to traveling. It was as if a blindfold was removed from my eyes, and I discovered the enormous world all of a sudden.

The second chapter would be "Parties and travel" This was the excitement of the beginning of the journey. The hype was real, and all of a sudden it was non-stop. back to back airplanes, clubs...

And it catches up quick - I found myself in too many hotel rooms in faraway lands, not enjoying the moment as much as I should have. I wasn't being fully honest with myself about who I wanted to be. So, I started to shift.

The third chapter, I would title "Sneakers and Cosmopolitan Life" - I had a bit of a crisis moment. I had to settle down, because the pace was too fast, the whirlwind was real, and I was having a tough time keeping a level head. So I focused on Sneakers. I moved to Barcelona to have that city-life and buzz still accessible, but started to slow down. 

And finally, the current one, I would title "Work in Progress/ Back to the Roots." After years in Barcelona, I moved back to Gran Canaria to be close to my father. I’m still in pursuit of happiness, still working on myself as a person, and focusing, finally, on my true needs.

We view music, fashion, and cooking as art forms. What inspires you to pursue your art?

If I were to talk about a person, it would be my closest entourage -from my partner to my closest friends.

If I were to talk about a place, it would be India, and specifically the Siddhivinayak Temple. It is truly special, and India for me now represents the purest way of being close to my roots and my family.

And if I had to choose a moment, it would be the last few months. I have moved back to the Canary Islands to be close to my father. He is ill, and although it's tough, it has been a life-changing moment where I'm finding peace. Seeing the silver linings and being with him has been great.

You’ve talked about music, but there’s another side of you many of us know within the sneaker world. Tell us about your journey in the industry.

Sneakers, like music, started off as something in the background -a low hum that became a deafening buzz and a bit of an obsession at one point.

To tell the full story, I need to go back to age 12 or 13. My love affair comes from sport. I was playing basketball, and Jordans were, of course, the sneakers everyone wanted. The brand represented a superhuman athlete, and wearing them made you feel empowered, a true winner without even having to play the game.

My first pair was the AJXIII "He Got Game," and the rest is history. I started collecting immediately. Of course, the Canary Islands wasn't the easiest place to get limited releases, especially when brands started to focus more on key cities, but I still managed.

Then, in 2015, everything changed. I placed my first order at 24 Kilates. The Barcelona store soon became a usual destination, and Pol and Ricard became an extension of my family. Not long after, they offered me a position as store manager, which I carried out until they decided to move to Bangkok.

I was in Barcelona during a bit of a darker period—COVID hit, and an iconic store was closing. But then Solebox decided to expand to the city. I went on to manage their store in Barcelona for a few years and had a blast. I made some incredible friends and helped make that space more than just a store.

Eventually, my father's illness made it clear: I had to come back to the Canary Islands. But sneakers remain a huge part of my life. I even have a Jordan 1 tattooed on my body. If that isn't dedication and love, what is?

To wrap it up, how do you see the future?

I'm focusing on the present. I think the future at this time is hard to predict, but I see a lot of promise and hope with the younger generations. There is a lot of entrepreneurship and risk-taking. I love to see individuality making a comeback.

As for Spain and the Canary Islands, I think we are finally starting to get the recognition we deserve as a force. It’s more than just a destination; it’s a small piece of paradise with a lot to offer.