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Pool is a Brazilian fashion label owned by the Riachuelo group. The brand focuses on youthful, casual apparel with a heavy emphasis on denim and streetwear. It represents a relaxed, urban ethos influenced by surf and skate subcultures, providing accessible and contemporary clothing for daily wear.
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Established in the 1980s by the Guararapes Group, Pool became a significant cultural fixture in Brazilian fashion history. It gained prominence through strategic media partnerships and sponsorships of high-profile sporting events. The brand transitioned from a standalone label to a core private brand within Riachuelo department stores. Its legacy is defined by its association with the 1980s youth movement and the expansion of mass-market retail in Brazil.
