Lekondo'sOntology of Fashion Brands

2119 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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linePart ofRiachuelo

Pool Riachuelo

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.

Fashion History

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.

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