CLASS: the creative process behind the brand

Oct 2, 2019

For

The inevitable success of the brand CLASS is well known, as well as its importance to the current scenario of Brazilian streetwear. Exclusively, we obtained information and photos of the brand's creation process, which have never been revealed.

CLASS usually does not showcase its inspirations and the creative process behind its products. Its founders, Eric and Rafaela, believe that interpretation also comes from their consumers, so they end up leaving everything quite implied. However, when it comes to creation, everything has its proper meaning.

The brand was born in the mid-2014 on the streets of Santo André, with the proposal to offer exclusive products with a story. The creations stood out from the others because there was a concern with good modeling and durability of the products. All this to meet the needs of skaters.

The artisan work developed by the founders was essential for the positioning of the products in the market. It all started with hats manually produced by them, from creation to sewing and delivery to the customer. The production was completely different because there was due attention to details, seams, and materials flawlessly.

For its latest release, CLASS created a line of three pieces titled CLASS Selectos. The name was given in reference to the Cuban cigar produced and distributed only in local shops. The new line symbolizes the rarity of a limited product developed especially for the local audience.

In addition to the new line, the brand brings two t-shirts with graphic prints that reflect its inspirations for the collection: Adoniran Barbosa and Forbidden Art.

CLASS Selectos

For CLASS Selectos, the brand developed a new embroidered logo, which gives the pieces a sophisticated touch and differentiates them from the others. The line consists of three items: cap, pants, and a bag; limited and exclusive.

Adoniran Barbosa

João Rubinato, known by his stage name Adoniran Barbosa, is honored through a t-shirt. His journey had two versions of the same life - before and after fame - and it is exactly this transition that the brand wanted to demonstrate.

Although many know his story as a sambista, before becoming Adoniran, João Rubinato was a loader, a lunch deliverer, and a sweeper in a textile factory. His life transformed after moving to Santo André, where he came into contact with art and established himself as a singer, songwriter, comedian, and radio actor.

CLASS extracts the experience and representation of the singer, as he symbolizes the root of daily life in São Paulo, from the streets, and that is what the brand identifies with.

A camiseta faz homenagem ao cantor Adoniram Barbosa

Forbidden Art

Finally, Forbidden Art portrays what its own name means, the "forbidden art". The t-shirt features a print of a balloon made with small cuts of colored paper, glue, and a frame. Its production can take months or years and requires teamwork. The ritual of releasing balloons is a tradition, culture, and criminalized art. Thus, the brand demonstrates through the print one of the strong points of its DNA.