Ipiranga and Je M'appelle Brasil Subvert the "Vira-Lata" Brazilian Complex in New Collection
Brazilian fashion collective and fuel company partner to redefine national identity and celebrate street culture.
The Brazilian company Ipiranga and fashion project Je M’appelle Brazil, formed by Pace, Carnan, Mad Enlatados, Sufgang and Quadro Creations, have joined forces to launch a unique fashion collection, aiming to challenge the negative connotations associated with the term “vira-lata” (stray dog) and embrace Brazilian identity.
The “vira-lata complex” is a psychological term created by the Brazilian writer Nelson Rodrigues. It’s a deep-seated feeling of being less than, of not measuring up on a global scale. By reimagining the term “vira-lata,” the collaboration seeks to challenge the inferiority complex often associated with Brazilian culture, embracing the traditional concept as a source of pride.
The collaboration between Ipiranga and this collective with six important Brazilian brands is a bold move to showcase the country’s creative and cultural landscape internationally. The limited-edition collection features five versatile pieces designed to embody the adaptability and resilience of the country.
Ipiranga
Ipiranga
Ipiranga
Ipiranga
From the multi-functional jacket to the comfy t-shirt, each item is inspired by the diverse culture. The color palette, ranging from earthy tones to bold accents, reflects the vibrant spirit of Brazil. Notably, the collection includes a pixelated image of a stray dog, symbolizing this subversion.
Ipiranga has been working to position itself as more than just a fuel company. In Brazilian culture, a gas station is a meeting point, as well as a place of services.
By supporting local creatives and launching this fashion collection, the company wants to connect with a culturally engaged audience. It transcends the meaning of a gas station being a pioneer in creating fashion in this niche. As a result, they are making a statement about the power of fashion to challenge stereotypes and promote positive cultural change.
To learn more about the collection follow Iprianga on Instagram at @Ipiranga.
