Founded in 2012, the trend brand Piet draws inspiration from music, art, local communities, and subcultures, gradually making the world aware of Brazil's street fashion. Founder Pedro Andrade reveals that working in fashion in São Paulo isn't an easy task, but being able to showcase the fashion atmosphere of his hometown to the world brings him immense satisfaction. However, this is not the end. In 2021, with years of experience running Piet, Pedro, along with his fashion designer wife Paula Kim, launched the new brand P_Andrade. Innovative designs like derby shoes made from leaves quickly gained attention for the new brand.
With a vision grounded in higher dimensions, P_Andrade promotes sustainable development by using recycled fibers, biodegradable, and bio-based materials. Perhaps stemming from Pedro's background in product design, P_Andrade is more like an innovative laboratory than a fashion brand, exploring innovative materials produced locally and continuing to propel the culture of Brazil and Latin America to the world through fashion and design. Hypebeast invited Pedro Andrade, the mastermind behind Piet and P_Andrade, to share his essentials and behind-the-scenes of the brands.
P_Andrade Leaf Derbys
Few items can match the essential nature of black shoes in a wardrobe. These leaf derby shoes are my current favorite black shoes.
Piet x Oakley Kitchen Sink Backpack
When I was young, my dream was to own an Oakley Kitchen Sink Backpack, but the price at the time was completely beyond my family's affordability. So, one Christmas, my mother gave me a fake one. Many years later, I finally got my first genuine Kitchen Sink Backpack, but this time with my personal label.
18K White Gold Necklace with Diamonds
I'm not someone who wears a lot of jewelry. All I need is an exquisite, low-key diamond necklace, a timeless accessory.
Kungyokudo Incense box + Incense Holder
I consider myself very picky about scents. Whether it's perfume, candles, or incense, at home or in the studio, I always need something to add fragrance to the room. Kungyokudo is undoubtedly my favorite incense brand, and the experience of entering the brand's space and choosing different scents is fantastic.
Nike Shox XT (2001)
As a Brazilian, I love Nike Shox, especially XT, which is probably my cherished holy grail. For those unfamiliar with Nike, they may not know that Nike sneakers are famous in Brazil for symbolizing street culture and funk style. When I was in a teenager, I couldn't afford Shox, so now I spend a lot of time searching for old Shox online. Yes, I am a Nike sneaker collector.
Could you introduce yourself to our readers?
I studied product design and currently reside in São Paulo, Brazil. I had a brief experience in furniture design, but in 2012, I discovered my future in the fashion industry. I always knew I would become a designer from a young age, and I chose product design because my dream at that time was to become a footwear designer. Years later, I found myself naturally talented in fashion, so I decided to study fashion and invest my time in it.
What was the inspiration behind founding Piet and P_Andrade? How are the two brands different?
They represent different eras. When founding Piet, I had no knowledge of fashion, so I started with just making T-shirts. After three years of testing and learning, I felt confident in creating a complete collection, and that's when Nike discovered me. I think the turning point was the moment we signed a contract with Nike, undoubtedly a turning point in my career, as Brazilian brands had very low recognition in the fashion industry at that time. P_Andrade was born when I had more experience. My wife, Paula Kim, and I are responsible for the brand's creative direction, which greatly helps our work because we not only have a good workflow, but she also brings her rich experience as a designer at brands like Dior, Diane von Furstenberg, Tommy Hilfiger, including her studies at Central Saint Martins. We hope P_A can be our innovation laboratory. In this lab, I will use all the connections and partnerships we have cultivated over the past decade to create special projects, exploring the future of fashion. In short, both brands talk about Brazil, but from different perspectives. Piet talks about the roots of Brazilian streetwear and community, while P_A sees Brazil as a resource for innovative sustainable development and technical solutions in the creative industry.
How does it feel to work in fashion in São Paulo?
It's a significant challenge, but at the same time, I am very proud to contribute to the creative economy and industrial development of my hometown. For us, it's a form of resistance, and it gives our work more purpose, if you know what I mean?
Currently, what is your favorite or most representative item in the brands?
Overall, I love Piet's pants, especially those with stories behind them. We recently produced a beautiful twill heavy cotton fabric in Brazil, using Japanese weaving machines from the 1940s, organic yarn, and hand-dyed. I am a denim enthusiast, and when I saw this product, I was truly proud. For P_A, I really like the Leaf Derby shoes. They are made from leaves! Do you know how innovative that is? We have been involved in testing this material from the beginning, and we are very proud that it is produced locally in Brazil. In addition to leaves, the laces and soles are also produced by small communities in the Amazon rainforest.
Where do you usually draw your inspiration from?
My country, my people.
Can you share some works that have inspired you the most?
I recently started reading "Status and Culture" by W. David Marx. Such literary works help me see fashion as an anthropological study. A few months ago, I also visited Naoshima in Japan, and after visiting Lee Ufan's gallery, I became even more fascinated by his works.
Seeing your latest collaborations with Oakley, adidas, and other brands, collaborations seem important and common for Piet and P_Andrade. What new areas will you explore in upcoming collaboration projects?
Collaborations help us build a better ecosystem. The philosophy behind collaborating with brands is to make consumers see our products as part of a universe, a lifestyle, and that's why we are always looking for new collaborations. This year, we will launch some great products in clothing, accessories, shoes, and even furniture, but I can't reveal details at the moment. If one day I can design cars and watches, that would be even better because those are two things I really love.
Can you share plans for the future of the brands?
I hope to continue propelling the culture of Brazil and Latin America to the world through fashion and design. I believe Brazil is an endless resource treasure trove that will help us find wise solutions to societal and environmental issues. We hope to create a culture of regenerative economy in the fashion industry. We are about to launch a product that has led us to discover a new species in the Amazon rainforest. It's a unique product that goes beyond the boundaries of fashion, combining us with science and the environment.
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