Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Approve

Approve is a Brazilian streetwear brand characterized by an urban, genderless aesthetic. It represents a youth-driven subculture that prioritizes comfort and self-expression through bold graphics and oversized silhouettes. The brand’s ethos centers on inclusivity and the democratization of contemporary fashion within the digital landscape.

History

Founded in 2012 by Leo Picon and Guilherme Quelhas, Approve emerged as a digital-first enterprise in Joinville, Brazil. It played a significant role in the evolution of Brazilian streetwear by leveraging social media influence to build a direct-to-consumer model. The brand is recognized for its early adoption of gender-neutral collections and its contribution to the mainstreaming of urban aesthetics in the Brazilian market, marking a shift in traditional retail dynamics.
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