Brazilian fashion presents creativity and innovation at SXSW 2017

From March 10 to 17, Brazilian brands 2Rios, Japonique and Puket took part in one of the world’s biggest creative economy and technology events in the world, South by Southwest (SXSW) 2017, held in Austin, in the USA. The brands, which are members of Texbrasil – the Brazilian Textile and Fashion Industry Internationalization Program – are among the 68 Brazilian companies that the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) is bringing to the festival with the aim of promoting business, investments and international partnerships. This is the biggest Brazilian delegation since the Agency began to organize national participation at the festival, in 2014.

For Matheus Fagundes, president of 2Rios, technology from our day-to-day needs to also be taken to the textile and apparel industries. “2Rios is excited to take part in SXSW, because we believe in not only opening doors to new business, but that it is also a huge step in the innovation process at the company, exchanging experiences with other companies and sectors in an atmosphere that is very open to new ideas,” he says. 2Rios is betting on innovative products to win over attendees at the event: in addition to bringing prototypes for clean or ready-to-use underwear, the brand is also showing a bra that moves with the body, the result of a coworking partnership with Brazilian brand Moovexx. “We are showing the market that we are not only able to deliver fashion and quality, but also technology and innovation created in Brazil,” adds Matheus.

While Japonique is coming to the USA with the hope of attracting technology, innovation and management partners, as well as investors and distributors interested in spreading sustainable cultural values. “First, Japonique wants to position itself internationally as a culturally blended brand, using its slogan of ‘The HAFU way of being Brazilian.’ SXSW is the ideal event for publicizing this concept because it is so culturally diverse and supports different forms of expression and innovation,” says Jana Tahira, the owner of the brand which will feature kimonos and hakamas, traditionally Japanese garments, with Brazilian references. “The American market is very interesting for the brand, since it is the second largest country in terms of Japanese descendents and a huge consumer market. I see that they are interested in new experiences and in a new type of more conscientious consumption,” she adds.

Puket, which will bring socks, pajamas, accessories and underwear to the event, is hoping that its first time will provide positive feedback from the public in relation to its products and concepts. “The North American market is hugely competitive, and you need to be extremely prepared and strong in every aspect to enter it, since it is a clash of titans. We certainly see an excellent opportunity for Puket in the American market and we are getting ready to enter this market shortly,” says Joana Wichmann, foreign market manager. In 2016 alone, SXSW gathered 350,000 people, including entrepreneurs, foreign investors and leaders from major companies, who took part in over 2,400 discussion panels.

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