Project developed by Mutato was presented at Paris Men’s Fashion Week and includes actions on social media
Ipiranga and Je M’appelle Brasil presented the first collection co-created by a fashion collective and a fuel distributor. “Complètement Vira-lata” features four pieces and was developed based on the idea of valuing the “mongrel” concept, paying homage to the versatility, resilience and adaptability of Brazilian culture. This is the first time that national brands Carnan, Class, Mad, Quadro Creations, Sufgang and Pace have developed a collection together. The project was developed by Mutato.
The street wear pieces that make up the collection are complementary and, at the same time, versatile, such as a quilted jacket that can be transformed into a vest; a black t-shirt with details of the brands that make up the collective, which can be worn on several occasions; a pair of pants that turns into shorts; and a cap, an essential accessory to guarantee style.
“This collaboration fills us with pride because it shows how it is possible to go beyond the obvious without giving up the brand’s most basic truths. A gas station is alive, it is part of city life, just like streetwear. Redefining and embracing virality in a fashion collab is at the same time surreal, but super genuine, and that is why it is so powerful”, says Carol Freitas, associate creative director at Mutato.
During Paris Men’s Fashion Week, pieces from the collection were displayed in a pop-up store and a variety of content was produced on Ipiranga’s social media channels, showing behind-the-scenes footage of the work. This month, as part of the launch, a photoshoot and fashion film were held at a real Ipiranga gas station in the capital of São Paulo. In addition to the models, authentic caramel-colored mutts also participated: the gas station attendant dogs “Matuê” and “Poze”, adopted by a gas station in the interior of São Paulo.
“Ipiranga has been part of Brazilians’ lives for over 86 years. To get here, we are always innovating, doing something different and reinventing ourselves. The collaboration with Je M’appelle Brasil, while representing the diversity and creativity of our brand and Brazilian culture, also brings us closer to new audiences. At Ipiranga, we are proud to be ‘mongrels’ every day, with campaigns that represent the country, including the caramel mutts that are mascots at our gas stations and ‘fill’ consumers with joy”, explains Rafaella Gobara, Ipiranga’s marketing director.
The collection is available for sale online to the public.
