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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Mad Rats

Mad Rats is a Brazilian streetwear brand rooted in skateboarding and punk subcultures. Its aesthetic emphasizes functional footwear and apparel designed for urban environments. The brand represents an anti-establishment ethos, prioritizing durability and accessibility within the local skate scene through minimalist and utilitarian designs.

History

Founded in 1983 by Márcio Tanabe, Mad Rats is recognized as the first Brazilian company to produce specialized skateboarding shoes. The brand emerged during a period of restricted imports, providing domestic athletes with technical equipment previously unavailable in the country. It played a central role in the professionalization of Brazilian skateboarding. Over four decades, the label has maintained its relevance by documenting and supporting the evolution of national street culture and extreme sports.
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