PIET AND OAKLEY PAY HOMAGE TO BRAZILIAN SUBCULTURES IN A NEW COLLABORATIVE COLLECTION

Friday, December 8, 2023 — Following the search for the codes that gave rise to the roots of Brazilian streetwear, Pedro Andrade, Piet's creative director, once again scoured the Oakley archives to portray the importance of the North American brand in the foundation of street fashion and the lifestyle of many Brazilians. Since the first collection, fictional narratives have been created that travel between the past, the present and the future, in order to lead the viewer into a parallel universe, but full of emotional memories.
  
"My partnership with Oakley goes far beyond the clothes. Over the next few years, we aim to build ever stronger narratives about the real codes that gave rise to this unique style on the streets of Brazil. An unusual mix, born in peripheral regions such as favelas and coastal communities, which has strangely brought together cultures such as Funk, surfwear, electronic music and even subcultures such as Grau and Sarro over the years. Brazilian streetwear can't be explained in words alone, it's very complex, which is why it needs to be shown in images and products. It's time for Brazilians to feel proud of this aesthetic," says Andrade, who has spent the last two years studying Brazilian clothing from the 70s to the 2000s.

“To work with Piet is amazing. The sensibility of Pedro to understand the Oakley DNA and to apply to the brazilian culture is unique! It is a great pride for me to see our collaboration transcending the barriers of the Brazilian market. We received requests from all over the world, and we are proudly spreading the word of Oakley & Piet globally” Caio Amato, Oakley ́s Global Chief Marketing.
 
The collection talks about Oakley's past and future, bringing back classics that had never been seen before, such as the Monster Dog character, the Oakley Baret and the Teeth sneaker in its "obscure" Slip-On version, created in the early 2000s and now reinterpreted through the eyes of Piet's creative team. In Eyewear, the São Paulo’s based brand also followed the same reasoning, recording its journey to the past through the Eye Jacket model and the future in a version of the Radar EV.
  
With a campaign photographed by Fernando Mendes and a short film directed by Sabrina Duarte, Piet x Oakley II is an ode to Brazilian subcultures. The short film portrays the Grau(wheelie) culture in a poetic way, through a story about a young boy who mirrors the past of his father, a big name in the Grau scene in São Paulo. With the desire to be part of this universe, he uses his inherited Oakley collection as the key to joining a group that will lead him into the world of motorcycles. The short film features the participation of well-known figures in the world of fashion, music and street culture in Brazil, such as rapper Kyan, Elle Brasil editor Suyane Ynaya, skateboarder Gabriel Leandro and young creative Iago Paiva, a name discovered by Pedro Andrade who now leads the direction of some of the brand's campaigns. In addition to these names, it is also possible to contemplate the beauty of Grau's culture through the performance of the young Brazilian motorcyclists Vini Grau, Gabriel Santos, Rafael Queiroz e Juninho Grau.

For the launch of the collection, the brands have prepared an immersive physical experience, in a pop-up store in Sao Paulo, designed by the artist Emerson Freire, where in addition to purchasing the collab products, consumers will be able to enter in a futuristic environment inspired by Oakley's origins, and will be able to watch the film and experience the interaction of fashion and technology through installations involving interactive design and augmented reality, which are part of the brand's new Piet technology and innovation program.
  
The Collection is head-to-toe and consists of twenty products, with prices ranging from $20 (pair of socks) to $280 (Jacket). The official launch will take place in phases, the first on December 8 at the collab's pop-up store in São Paulo and at international retailers, and the second on December 11, on the Piet and Oakley websites, and other official stockists of the brands in Brazil. In addition, Piet has prepared two international pop-up stores which will also open on the 8th, one at the Beaker store in Seoul, South Korea, and the other at the SKP store in Beijing, China.