"De Rua": documentary analyzes the Brazilian street fashion scene

In recent years, streetwear has transcended the underground scene and become a global craze, appearing in runway shows of major maisons and in collaborations of independent brands with industry powerhouses. What was once synonymous with rebellion and part of a counterculture has found favor with the mainstream and is now generating millions around the world.

How does this scenario impact Brazil and the lifestyle of Brazilians? The communication agency Press Pass commissioned the newest language production company, Fresh People, to provide an overview of the scene in the country, recalling the beginning of street fashion here and bringing projections for the future.

In its first 30-minute version, the documentary tells the stories of those who shaped the Brazilian streetwear scene and made it happen across various fronts - whether as creators, specialized media, sneaker shops, or audiovisual production. "There have always been those who wanted to dictate rules, it comes with a story of what can or cannot be. ‘Cannot’ is bullshit, it’s about the streets,” says Marco TwoThousand, founder of Guadalupe Store, about his view of the niche.

In addition to TwoThousand and his partner Pedro Prado, a heavyweight team and reference on the subject was assembled to tell this first part of the story. Pedro Andrade, from Piet; Bruno Luciano, creator of the site Notthesamo; Marco Grilo, photographer and art director; Pérsio Tagawa, CEO of Maze Shop; Rodolfo Tavares, producer; and Augusto Mariotti, from FFW.

The documentary premieres today and you can check it out on YouTube and on Press Pass’s social media (@presspassrocks) and it is the first chapter of a series of stories on the subject, such as the relationship of music and skate as fundamental pillars of this movement and the monetization of youth subculture movements via the internet.

The complete version, bringing together all the chapters, is scheduled to premiere in 2022, featuring interviews with João Gordo from Ratos de Porão; Clemente Nascimento from Inocentes; Flávio Samello, photographer and skate videomaker; Xande Marten from Vista SKT; and Olivia Merquior, founder of the fashion trends event BRIFW; among others.

The motivation for this record comes from Christine Caterina's passion, founder of Press Pass, for streetwear. “One of the things that shaped the agency’s personality was fashion connected to street movements, especially how music shaped this behavior,” she says.

https://www.youtube.com/watch?v=vPWe9NBp23c