Written By Carolina Oliveira
Founders Bastos & Barros
Now seen on the likes of Taylor Swift, Jennifer Lopez and numerous TikTok fashion influencers, the Brazilian brand FARM RIO started in 1997 at a small stand in a fashion market in Rio de Janeiro. Co-founders Katia Barros and Marcello Bastos where recovering from a failed venture, when Katia decided to make and sell colourful bodysuits at her stand in the market. FARM was born.
Katia describes FARM as "(a) very joyful thing, of celebration, a thing of courage, they are colors, big elements.” This along with their use of unique patterns is what makes FARM unique. “We’re a pattern school,” says Bastos. As we’ll see below, FARM doesn’t follow the traditional branding expectation of set colour, patterns, or “branding guidelines”, yet FARM’s branding is still cohesive, largely due to their commitment to their sustainability pillars.
The brand name FARM deeply reflects its Rio origins, drawing inspiration from Farme de Amoedo, a street besides the iconic Ipanema Beach. Katia notes that this spot was a popular hangout for Rio's trendy youth. Common phrases like ‘Heading to the beach at Farme’ or ‘Meeting up at Farme’ cemented its local significance. The deliberate exclusion of the 'E' resonates with the English word "farm", symbolizing nature and organic growth for Katia. Given the brand’s global expansion, Katia's foresight in anticipating the brand's international appeal has been impressively on point.
As FARM's reach expanded, it later came under the prestigious fashion conglomerate Grupo SOMA banner, uniting with other vibrant Brazilian brands and sharing a collective vision. In this spirit of expansion and catering to a broader audience, FARM RIO also introduced Fábula, a children's wear line that captures the same lively spirit and joy but tailored for the younger crowd. These ventures showcase FARM's dedication to growth while staying true to its vibrant Brazilian roots.
CORE VALUES: The four Pillars of FARM's Branding and Sustainability
People: Building and Uplifting Communities
In the wake of a tragic incident involving an employee, FARM reinforced its commitment to its workforce and the broader community. They rolled out a Diversity and Inclusion Acceleration Plan, emphasizing the importance of a diverse workforce. FARM also ensures ethical practices throughout its supply chain and is part of the Brazilian national pact, InPacto, against forced labor. 50% of the team is made up of Black and/or Indigenous people.
Fashion has become a platform through which, collectively, we can make the world a fairer place.
Nature: A Testament to Bio-Diversity
FARM's roots are deeply embedded in nature, which is evident in their various initiatives. This includes collaborations with local NGOs like Ampara Animal, where FARM will be putting together a collection with a mix of jaguar-inspired prints to support projects for the protection of jaguars; Instituto Vida Livre, an NGO that works on the rehabilitation and release of wild animals in Rio de Janeiro. In 2020 they launched the “one thousand trees per day, every day” initiative, and in 2022 reached one million trees planted. Instead of Black Friday, FARM partakes in “Green Friday,” through which they donate to various social causes, and as of 2021 they are completely carbon neutral. Their focus continues to be supporting Brazil’s biodiversity across fauna and flora, you can find out more about their initiatives here.
Circularity: Redefining Sustainable Fashion
FARM emphasizes circularity as a core commitment, focuses on sustainable processes that minimize environmental impact through reuse, recycling, and regeneration. With initiatives such as repurposing surplus fabric, upcycling defective items, and environmentally responsible waste disposal, they target zero waste to landfill by 2030 and aim to increase products with extended life cycles by 20% by 2025.
Incorporating sustainable practices throughout production, they prioritize eco-efficiency by assessing environmental impacts, limit non-renewable inputs, optimize packaging, and in 2022, repurposed 82 tons of fabric, benefiting vulnerable communities through responsible textile waste management.
FARM Rio, under Grupo SOMA, adopts the Eureciclo seal, investing in a cooperative network for waste recycling, thus ensuring transparency and responsibility in offsetting the environmental impact of 100% of its packaging throughout the product's journey to consumers.
Culture: A Celebration of Brazilian Heritage
For 25 years, FARM has embodied Brazilian enchantment and culture, valuing dressing as an act of love and art, partnering with local artisans and supporting diverse cultural expressions throughout the country. This dedication is intricately woven into their designs: FARM celebrates Brazilian culture, embedding its patterns with iconic symbols, native fruits, plants, and popular sayings.
Since 2017, FARM has fostered a partnership with the Yawanawa people, supporting their artisanal chain, cultural festivals, and digital inclusion in seven villages. In 2021, FARM strengthened the Yawanawa's Life Plan by creating five agroforests for food security and planted 7,000 trees in the indigenous land.
COHESIVE BRAND IDENTITY
Unlike many brands that adhere to stringent branding guidelines, FARM RIO has managed to create an identity that is refreshingly fluid yet instantly recognizable. Their patterns, often a nod to Brazil's lush landscapes, native fruits, iconic symbols, and spirited festivities, capture the essence of the nation's zest for life. This deliberate departure from the conventional has empowered FARM RIO to establish a distinctive voice in the global fashion scene, resonating with individuals who see fashion as an expression of life's vivacity, as seen in the recent social media trend of “Dopamine Dressing”.
FARM’s brand’s aesthetics and sustainability pillars reflects their brick and mortar stores. In their flagship store in São Paulo, FARM partnered with designer Marcelo Rosenbaum, who according to FARM’s latest sustainability report, “sees these spaces transversally, combining anthropology and geography, art and politics within the different realities of each place”.
Rosenbaum fused craftsmanship and technological innovation, exemplified by the selection of textured materials. A large bamboo roof with thermally insulated metal tiles replaces the former design, while the existing round eucalyptus structure is preserved, and a former parking area is transformed into a tropical forest garden. It feels like an oasis inside the city. Their motto and mission to plant “1,000 trees a day, every day” has been painted by renowned graphic artist Filipe Grimaldi outside the store in lettering that is also used throughout FARM’s social media. Here are some snippets of the store, you can find more here.
"1,000 trees per day every day" outside of the FARM store in SP
Outside FARM Store in Moema, São Paulo
Inside FARM Store in São Paulo
Inside FARM Store in São Paulo
Branding Recommendations for FARM
As they set their sights on further international expansion, FARM can consider:
Strengthening Digital Innovations: Embrace augmented reality and virtual try-ons to enhance the online shopping experience.
Collaborating on Global Sustainability Projects: Engage with international sustainability organizations to amplify their brand identity.
Narrating Their Story: Emphasize FARM's rich heritage and journey to resonate with authenticity-seeking audiences.
FARM RIO, with its distinctive designs and sustainable ethos, has carved a unique niche in the fashion world. Their continued success hinges on honoring their core pillars while innovatively adapting to global markets.
SOURCES
All images from Farm Rio Instagram and/or www.FarmRio.com.br or www.FarmRio.com unless otherwise noted.
https://resultplace.com.br/entrevista-com-ceos-da-farm-katia-barros-e-marcello-bastos/
https://www.anthropologie.com/stories-community-meet-katia-barros
https://oglobo.globo.com/rio/katia-barros-estilista-preferida-das-garotas-cariocas-11072963
Carolina Oliveira
