Worldwide Sneakerography: Brazil
Brazil: Ygor Do Almo @notharden713
A short while ago, I was looking around at sneaker social media and asked myself...'why does it all look the same?'
It's almost like a byproduct of living in America...the homogeny. You just kind of take advantage of the fact that we are so ignorant to believe that the American sneaker scene is omniscient. Like...our conversation revolves around us and what we're doing. And...I dunno...the fact that there are quite a few international collectors in my DMs tells me that this thing is so much bigger than us. So in the words of Michael Jordan: 'I took offense to that'.
I've had the opportunity to do a bit of traveling, and I'm constantly amazed at the regional differences that exist between sneakerheads. As a kid, I found it supremely frustrating that I had to ask my parents to drive a half hour or more for me to find a cool pair of shoes. As a kid, I found it frustrating that everything I saw in The Source and Slam Magazine was virtually inaccessible to me in the mountains of Northern California.
And now that the internet has made nearly everything available to everyone on the world...it made me think of the people in those places that choose to participate in sneaker culture, whether that be prefaced with 'American...' or not.
So I reached out to a bunch of people in international cities who volunteered...I wanted to hear about 'sneaker culture' in their world.
So that's what this is all about...welcome to our first installment of 'Worldwide Sneakerography' with the homie from Brazil!
Introduction:
Can you tell me a bit about yourself and your involvement in the sneaker culture in Brazil?
My name is Ygor do Almo and I am 27 years old. I think it’s fair to say that
in my city and neighborhood I am a pioneer in collecting sneakers. Ever
since I was a kid, out of all my friends I was always the one with the most
shoes and soccer cleats in the closet and I was looked at weirdly for it. But
it was when I moved to Houston at 14 years of age that I realized I was a
collector. Growing up in Brazil, soccer is our main entertainment so without
a Michael Jordan to look up to, I also was always with the freshest soccer
cleats. Ever since moving back to Brazil after spending 10 years in
Houston, every time I go to a sneaker store people love my stories and the
kicks I am wearing.
Local Influence:
How would you describe the overall sneaker culture in Brazil? Are there specific local influences that stand out?
I believe that there was always a sneaker culture in our fashion capital (São Paulo), but being from a small town in Rio state kept me from getting to know that culture better but even then I don’t think it was mainstream enough for me to know more about it. I mean, kids always wanted new shoes, but nothing like America. I can share a few of the profiles I follow, @SneakersBr, @Pradelicious who is the owner of GDLP a sneaker shop from São Paulo and I will also share the store I buy from sometimes @youngplugbr which is my favorite resell shop. These three are my main references but I believe I would have some more if I didn’t grow up out of Brazil or if I was honestly interested enough to get to know more collectors.
Favorite Brands:
What are the most popular or preferred sneaker brands in Brazil? Are there any local brands that have a significant presence?
Im my opinion, from what I see in the streets, Adidas, Nike, Vans, and Puma
have always been the 4 favorite brands among Brazilians. Even though
Nike sponsors the national soccer team, in my opinion, Nike has always
been viewed as an expensive brand making the majority of Brazilians have
Adidas as their main brand. When I was a kid, the most coveted pair was
the Nike Shox and the Adidas Superstars. Since shoes are expensive
anywhere in the world, I see that the market for fakes here is very big I
personally see fakes all the time (not a problem with it at all). The kids I see
out in the streets are always wearing (fake or not) the Old Skool, Air Max
95, Vapormax, Jordan 1, white AF1’s, Chuck 70, Adidas Superstar, Adidas
Forum, Yeezy sliders, Yeezy 350’s, Puma Suedes. Our sneaker culture is
heavily influence by instagram and soccer players.
Buying Habits:
How do sneakerheads in Brazil typically acquire their sneakers? Are there preferred retail channels or marketplaces?
I honestly can’t give you an accurate answer. With the rise of sneakers,
there are stores like Foot Locker everywhere out here now so that is a way
of buying it which I think people buy from, Farfetch is big here as well. But I
still believe most of people buy shoes from instagram retailers who sell
fakes, some might sell OG pairs, but people will always go for the
cheapest. I remember talking to a Mcdonalds employee once and he said he
would buy a lot of dunks from “Shopee” due to the high price on the
original pairs from retailers and the nike store.
*Shopee is like a DHGATE
Trends and Styles:
Are there specific sneaker styles or trends that are particularly popular in Brazil? How do these differ from global trends?
Brazil has a big culture of Flip Flops, which are not sneakers per se (to me
they are though lol). Havaianas (world’s most famous flip flop) even
collaborated with Bape 2 years ago for 2 versions of flip flops. Now, we see
national brands like Kenner, Rider (flip flop) in the spot and collaborating
with music artists and brands. When I think of sneakers trends, I notice that
anything that is popular on instagram people buy in, so just like in America,
the Panda Dunks were a huge hit here, Air Jordan 1, Air Force 1, Yeezys
etc.
Community and Events:
How do sneaker enthusiasts in Brazil connect with each other? Are there community events, meet-ups, or online forums that are widely used?
I would say through instagram, events, and meet ups. Even though I
haven’t been to any of it, I heard of events like that happening.
Collecting Habits:
Do sneakerheads in Brazil have unique collecting habits or preferences? For example, do they focus on certain collaborations, limited editions, or vintage sneakers?
If I look at the state of it at the moment, everyone I see only buys
collaborations + Limited editions that are hyped. But there are collectors
who buy what they like, like myself.
Cultural Influences:
How does the overall culture and lifestyle of Brazil influence the sneaker choices and preferences of enthusiasts?
Brazil is a tropical country. Since the weather is mainly hot and we have a
lot of nature people have a preference to wear low top shoes with no show
socks and even flip flops as mentioned before. Making shoes like the Old
Stool low, AF1 Low, Superstar, Puma Suede, and many others very popular
among Brazilians
.
Collaborations with Local Artists:
Are there collaborations between sneaker brands and local artists or designers that are notable in Brazil?
I am yet to see more collaborations, I wish I had seen more, honestly..
André Saraiva is an artist who collaborated with Adidas not long ago in a
collection with shoes like the superstar, Adidas Forum, Stan Smith, and the
Nizza Hi. Neymar Jr was probably the first latino ever to have a Jordan
shoe which was the Jordan 5 low and two Nike Shox and one Jordan
Soccer Cleat the first ever. Stores like GDLP have collaborated with Adidas
for Stan Smith, New Balance, Asics and probably many others that I don’t
know about. Streetwear brand PIET recently collaborated with Oakley for
shoes as well and the Adidas Forum, and Brazilian brand Rider for a dope
sandal. PIET also has an Nike Air Force 1 in their portfolio
.
Sneakerhead Language:
Are there specific terms or slang used by sneaker enthusiasts in Brazil? How does the language of sneaker culture differ locally?
Honestly, I think that most of the slangs/terms are from the USA and we
brought it our culture. “Fugazi”, “fake”, “Hype”, "Plug" etc. are words that
come to mind as an example.
Challenges and Hurdles:
What challenges or obstacles do sneakerheads in Brazil face, whether related to availability, pricing, or other factors?
Personally, my wardrobe is built by rejected sneakers, clothes and
accessories. I love wearing what most people did not understand and
therefore did not buy. So the shoes I love (Jordans and whatnot) are always
available. Every time I go to sneaker stores online, SNKRS, or the Adidas
app, rarely I see shoes sold out even the most coveted collaborations.
Shoes are expensive so that is why I think the shoes are often available.
Innovation and Technology:
How do sneaker technologies and innovations impact the choices of sneaker enthusiasts in Brazil?
Brazilians love the new technologies and they buy into it. I remember that
the Puma Disc (not very innovative but crazy looking shoe) was very
popular here just like the Air Maxes. I see a lot of people wearing the
Vapormax Scorpion for example. Nike Shox was very popular, the
ultraboost as well. So people buy into it.
Social Media Presence:
How influential is social media in shaping and showcasing the sneaker culture in Brazil? Are there specific platforms that dominate?
A lot. The most sold shoes and looked for shoes are the ones influencers
are wearing hence your dunks, Adidas Campus, Jordan 1 and 4, NB 550,
and many others.
Cultural Traditions:
Are there any cultural traditions or rituals related to sneaker culture in Brazil that might be unique or interesting?
None that I know of.
Future Trends:
Where do you see the future of the sneaker culture in Brazil heading? Are there emerging trends or shifts in preferences?
I honestly think that it’s in the endgame. Shoes are expensive and I think
most of people still think it’s weird to have many shoes. However, the rise
was noticeable and it was fun while it lasted. I am honestly satured from it
all and I can’t wait to be back in my world with the few people I know who
also love it.
Wow!! This is was an Awesome Read!
It was a pleasure my guy!