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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Esquadrão

Esquadrão is the in-house sportswear brand of the Brazilian football club Esporte Clube Bahia. It focuses on athletic apparel and fan merchandise. The brand represents a subculture of regional pride and democratic fan participation, emphasizing the club's identity through functional sports designs.

History

Launched in 2018, Esquadrão marked a shift in Brazilian sports marketing by replacing external manufacturers with a self-managed production model. The initiative aimed to reduce consumer prices and increase the club's profit margins. It gained cultural significance for its democratic design process, where fans voted on jersey designs. This model influenced other Brazilian clubs to adopt independent brands, altering the traditional relationship between sports organizations and global apparel corporations.
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