Brazilian Streetwear Brand PIET Opens its First Flagship Store in the Heart of Jardins

The new space aims to be a hub for culture, bringing the community together for in-store activations and exhibitions.

Fashion 
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PIET, the São Paulo-based label known for its disruptive streetwear designs, announces its first store in Brazil. The two-story flagship offers an immersive and sensory experience for its shoppers. Featuring an in-store café and a permanent exhibition created in partnership with Rider, PIET and its new space transcends the traditional definition of brick-and-mortar retail, instead creating a community hub for aspiring creatives.

PIET’s new store puts a Brazilian touch on contemporary and modern architecture. The design is a reflection of the brand’s founder and creative director, Pedro Andrade’s creative ethos. He taps into his background in industrial design to create the furniture and fixtures for the shop. In collaboration with Portuguese architects Pedro and Joaquim Mântua, Andrade has turned his dream into reality—creating a space that embodies the spirit and culture of his home country of Brazil.

“We’re setting up activations every Thursday of the year, with a few exceptions,” Andrade shares. “These won’t just be product drops. We’re also focusing on artistic activations, exhibitions, and other events that energize the Brazilian creative industry.”

The new store spans two floors, each designed with its own identity. The first floor is inspired by São Paulo’s subway system and is furnished with elements that mimic the hustle and bustle of city life. The second floor offers a serene retreat, reflecting the tranquility of the Brazilian countryside. Here, visitors can explore special collections, such as the luxury p_____andrade line, and enjoy a coffee at the NOTTHESAMO café.

To celebrate PIET’s latest milestone, Hypebeast sits down with Andrade to discuss the new store and what it signifies for the brand’s future.

Opening a physical store in 2024 seems daunting, especially in today’s digital world. Can you describe the journey of bringing this project to life?

Speed has never been my priority, but having my own physical space has always been a dream. It was only last year that I felt ready. I started with pop-ups in Brazil, South Korea, and China. That year of groundwork and preparation was essential to understanding the operational nuances, customer engagement, and the experiences needed to create a physical store.

piet flagship store sao paulo brazil white colorful contemporary

The new store encapsulates the spirit of your brand beautifully. How does this physical space fit into the brand you’ve built over the years?

Our store speaks the same language as our products. We dive into often-overlooked Brazilian symbols with a contemporary and humorous twist. The store itself creates a playful universe. It chronicles my relationship with São Paulo and my rural memories—the pink construction barriers, subway motifs, fire hydrant boxes, and the countryside.

Can you elaborate on the type of events that will take place at the store?

We’re setting up activations every Thursday of the year, with a few exceptions. These won’t just be product drops. We’re also focusing on artistic activations, exhibitions, and other events that energize the Brazilian creative industry.

Will the store feature the same products you can shop at PIET’s online store?

The store will have a broader assortment than our website. In addition to exclusive in-store products, we’ll also carry all our group’s brands—Piet, P_Andrade, M.I.L., Lapô, and Viga—besides incubating other Brazilian indie brands.

Would you say that 2024 is the best year in PIET’s history?

It’s hard to claim that it’s the best year, as I see that PIET’s story is just beginning. But undoubtedly, it will be unforgettable. This year, we launched our first store, I designed Olympic uniforms for three different countries, we engaged in global collaborations, and we even discovered a new frog species through one of our projects. I hope 2024 is just the start of a new chapter—but nonetheless, one I’ll never forget.

What should we expect in the coming months?

We have a great lineup of launches and global collaborations planned, which I hope will further solidify Brazil’s image in the world of fashion. Local collaborations as well as continuing to use sustainable materials, are important to me. These are part of our larger commitment to creativity and sustainability.

Piet Flagship São Paulo
722 Padre João Manuel Street, Jardins, São Paulo

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