Texbrasil announces finalists of BtoBe Contest

The list of finalists for the third edition of the BtoBe (Brazilians to Be) Contest has just been released by Texbrasil, the Brazilian Fashion Industry Internationalization Program, maintained by Abit and Apex-Brasil. The main goal of BtoBe is to discover, train and promote new entrepreneurial fashion designers in the international market. After assessing items such as the most recent collection, business plan and the entrepreneurs’ vision of the global fashion market, the following brands were selected: Cacete Company, Cycleland, Iara Wisnik, Japonique and Miwa.

The BtoBe Contest is a partnership between Casa de Criadores (House of Creators) and Texbrasil. Its goal is to form a global mentality at young companies so that they are able to compete in the international market from the very start. In addition, as part of the contest the five finalists will have one look from their brands on display at the 38th edition of Casa de Criadores, held from October 13 to 16 in the city of Sao Paulo. The two winners will also be announced during the event.

Cacete Company is a men’s casualwear and underwear brand. The authentic and contemporary design is 100% made in Brazil, with strict quality control. The brand’s proposal is items for people that do not want to shop at department stores and see fashion as a tool for affirmation. The brand is free-spirited, notably young and representative of a carefree and uncomplicated lifestyle.

Fashion designer Naly Cabral and graphic designer Rafael Afonso are behind Cycleland, whose collections promote reflection on the urban lifestyle and mobility. The pair believes that the bike materializes fundamental concepts such as independence, ecological awareness and well-being. These values are conveyed to clothing, which is produced in small quantities and with an authentic design.

Fashion designer Iara Wisnik launched her eponymous brand in 2014, in opposition of fast fashion. Clean design, geometric cut-outs and bold colors set the contemporary tone for the items, which are made using sustainable Brazilian materials, processes and techniques. Collections are created in small quantities and are conceived so that products can be sold and worn during a one-year cycle.

Japonique is a reference in Oriental pop culture in a unique space, offering a vast product mix in its Sao Paulo and Curitiba stores. A year and a half ago, the brand began to make kimonos based on traditional elements of Japanese imagery, with a modern look and adapted to the culture and climate of Brazil. Partners Janaina Tahira and Agustina Comas are behind this brand new concept. The brand does not work with collections, but rather with four permanent cuts, and prefers natural fabrics and dyes.

Miwa is a slow fashion brand, with handcrafted and conscientious items, made to last without following fads. Behind the brand is Carol Nemoto, a Brazilian of Asian descent who studied fashion in Milan, Italy. The brand’s apparel is made using fine or technological fabrics and its target public is women that are neither into fads nor big on ostentatious displays.

“To make the selection, we considered criteria based on the product, structure and company’s vision, its position and, especially, its potential for internationalization. All finalist projects featured these components at different levels,” says Evilasio Miranda, Texbrasil’s fashion and design manager.

Upon joining the BtoBe Project, the two winning companies will receive consulting, training and mentoring on topics that are strategic to growth, in addition to support for participation in an international trade initiative with costs paid by the contest organizers.

Launched in September 2013, BtoBe is an annual competition that was set up to replace the Ponto Zero contest and to grow operations for professionals from across Brazil. Among cases of success from previous editions are Karin Feller, Trendt and Cynthia Hayashi, names that are already established in the fashion market and are still project members.

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