Riachuelo innovates once again and launches a partnership with Approve, a streetwear brand with great digital visibility and which completes a decade this year. Under the manifesto “Approve Yourself”, the collab celebrates this moment and reinforces what both brands believe: each person is unique and their own approval is what matters.
“The collab strengthens our mission to offer fashion that connects and values real people. We have a history of successful partnerships, bringing pieces from big brands to retail and we are very excited about the engagement of our audience with Approve, which has its own style and has built its history in the digital environment, in a genuine and organic way”, comments Thais Lima, head of Marketing at Riachuelo.
Approve’s purpose of developing creative and genderless clothing is present in each piece developed – hoodies, tops, buttons, t-shirts, underwear, as well as accessories such as caps and, for the first time in the brand’s product mix, sneakers with exclusive design – arrives on the shelves of Riachuelo. Cargo pants, cropped jeans and options that value cutouts and modern prints, in line with the hottest trends of the moment, are the highlights of the collection, which celebrates ten years of the brand founded by Leo Picon and his friends.
“Looking back, the truth is that it seems like yesterday we started. I’m very proud of everything we’ve built so far. And to think that the brand started in my house and I thought I was going to sell just to my friends, now it is launching an exclusive collab with Riachuelo, one of the biggest retailers in Brazil, which will allow Approve to reach even more people” , says Leo Picon, founder of Approve.
The Approve <3 Riachuelo collection will be available from May 31st, in pre-sale on e-commerce and on the 1st, in Riachuelo's physical stores.
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