This Wednesday (1), Riachuelo officially launches its collab with Approve. To celebrate this moment and a decade of the streetwear brand, founded by Leo Picon and his friends, the two brands brought together friends and guests at an event at Casa das Caldeiras, west of São Paulo.
The party featured an interactive structure for guests from brands such as Bianca Andrade, Maria Eugênia, Rayssa Santana, Letticia Muniz, Paula Amorim and personal friends of Leo Picon, such as Gabi Lopes, Tata Estanieck, Boo Unzueta, Rafa Uccman, among others. With instagrammable environments that even brought a replica of the brand’s first office, the space also had a tattoo studio where those present could mark this experience on the skin.
In addition to being a host, Approve’s founder, Leo Picon, was one of the party’s DJs, alongside Pedro Sampaio. “It is very gratifying to celebrate the brand’s ten years in style, with an event that is the face of the brand and also brings the presence of special people in the journey of construction and growth of Approve”,says Leo Picon, founder of Approve.
Praising the streetwear lifestyle already characteristic of the brand’s pieces, the collab “Approve Yourself” brings clothes full of attitude and without gender. Among the products available are 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 an exclusive design.
Cargo pants, cropped jeans and options that value cutouts and modern prints, in line with current trends, are the great highlights of the collection.“The whole process of building this collab was really cool, from a brand I thought I would only sell to my friends and which is now on sale at one of the biggest retailers in the country, allowing the brand to reach even more people”, says Leo Picon.
With a focus on digital, the collab has a strong presence on social networks and brings influencers and great friends of the founder of the streetwear brand, such as the former partner of Approve, Tata Estanieck, as well as Bruna Unzueta, Gabi Lopes, Álvaro Xaro and Lucas Guedes, among other names.
“It’s great to be able to have big events like this again. This party is a celebration of Approve, our collab and our purpose in connecting our clients’ dreams to accomplishments. When we partner with major fashion brands, this is our goal”, comments Thais Castro, Head of Marketing at Riachuelo.
The Approve <3 Riachuelo collection is available in physical stores, digital channels, Riachuelo's website and app and can also be purchased through WhatsApp purchases at number 800 772 3555.
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