Photo: Lucas Aguiar - Collab Barc X Mãolee
Since its founding in 2021, Barc has been making waves in the fashion world with its ability to bridge the gap between streetwear and tailoring. Founded by Guilherme Martins, the brand embodies a unique vision that blends family heritage, personal experiences, and a refined interpretation of Brazilian culture. Inspired by the legacy of his grandfather, a tailor from Rio de Janeiro, Barc brings the precision and care of classic tailoring into the urban realm. Each piece is crafted with meticulous attention to quality and durability, reviving the value of garments designed to endure beyond fleeting trends.
The brand is defined by its ability to merge distinct worlds into a singular identity. In Barc’s collections, structured cuts and refined finishes harmonize effortlessly with the ease and functionality of streetwear. This synergy extends to the brand's editorials, where the classic meets the urban in settings that capture the essence of a contemporary and authentic aesthetic. Avoiding tropical clichés, Guilherme infuses Brazilian identity into subtle details and narratives that celebrate the country's cultural complexity, offering an introspective and sophisticated perspective on national identity.
Photo of the last collection: Guilherme Frem
More than just a clothing brand, Barc positions itself as a platform for expression, challenging norms and sparking critical reflections. Its collections delve into social and cultural themes, such as the "Welcome to Real Rio" beanie, which deconstructs the idealized image of Rio de Janeiro, offering a more authentic portrayal of the city. Another standout is the "Get Hit" t-shirt, critiquing cultural appropriation by foreign brands that exploit Brazilian aesthetics without truly understanding or respecting their essence. These provocations, far from being superficial, establish Barc as a brand that transcends commercial goals, inviting meaningful reflection and dialogue.
Barc’s communication strategy further reinforces its distinctive identity. The launch video for its latest collection, which gained widespread attention on social media, exemplifies how the brand leverages visual narratives to amplify its message. Rich in references to Brazilian culture, the video highlights Barc's commitment to forging deep connections with its audience, moving beyond mere aesthetics to elegantly and provocatively address cultural and social issues.
Photo: Lucas Aguiar - Collab Barc X Mãolee
Exclusive Interview:
1. How did your grandfather’s story as a tailor in Rio de Janeiro directly influence Barc’s aesthetics and values?
Barc's aesthetic is defined by the combination of streetwear with tailoring references and classic fashion elements—a fusion that shapes the brand’s identity. My first connection to this more classic side of fashion came through my grandfather, a tailor in Rio de Janeiro. Observing the suits and pieces he crafted throughout his career, I came to appreciate the meticulous care and attention to detail he embodied—qualities that are increasingly rare in today’s fashion industry. This perspective on classic tailoring inspired me to incorporate principles of precision and durability into Barc’s creations.
By blending the influence of tailoring with streetwear, I aim to design pieces that are not disposable but timeless and high-quality, meant to last for years like the garments of the past. Barc strives to maintain this dedication to craftsmanship while preserving the essence of streetwear, bringing together the best of both worlds.
Photo of the last collection: Guilherme Frem
2. Barc combines streetwear with tailoring. How do you balance these distinct elements to create harmonious and authentic pieces?
This connection goes beyond the pieces themselves. Often, the classic aesthetic appears in the editorial settings or in the styling, where we complement with tailored pieces to create an atmosphere that reflects the brand's identity. In the collections, this fusion is reflected in pieces that transition between streetwear and classic, whether in cuts, color palettes, or even trimmings. It is this attention to connecting both worlds that defines Barc.
Photo of the last collection: Guilherme Frem
3. The brand addresses social and cultural issues in its collections, such as the "Welcome to Real Rio" beanie and the "Get Hit" t-shirt. Why is it important for you to bring critical reflections into the fashion world?
For me, fashion is a cultural and political tool. I'm not leading Barc just to make cool pieces; there are already many brands doing that. When I created Barc, my intention wasn't just to put beautiful pieces on the market, but to use the brand to spark discussions. The "Welcome to Real Rio" beanie, for example, questions the approach of brands that depict Rio only through the touristy lens of the South Zone, while the "Get Hit" t-shirt challenges foreign brands that appropriate elements of our culture. Even though sometimes this might not be the most commercially viable choice, Barc’s goal is to provoke and go beyond aesthetics, creating a space for reflections that impact not only consumers but the industry as a whole. We want to move beyond the surface and bring meaning because I believe fashion plays a significant role in culture and society.
4. Brazilian culture is central to Barc’s identity, but with a sophisticated and non-obvious perspective. How do you translate Brazil into your pieces without falling into clichés?
I believe everything starts with the perspective, where we choose to seek references. If you only look in the same places, the results will always be the same. I try to explore less obvious references and stories that aren’t widely told.
Brazilianness is reflected in the details of the pieces and the narratives we aim to create, always respecting the cultural complexity of the country. The idea is to go beyond clichés and show an authentic perspective, bringing out a more questioning and unconventional side.
Photo of the last collection: Guilherme Frem
5. The launch video for the latest collection had a great impact. What is the role of visual storytelling and provocative marketing in building the brand's identity?
Telling stories is essential for any brand, but there are limitations in what we can convey through clothes alone. That’s where visual storytelling comes in, creating an atmosphere that goes beyond the garment itself. They help complement the brand's message and connect with the audience on a deeper level.
The provocative marketing we adopt has a questioning stance, always aiming to raise important discussions, but in a subtle and elegant way. In the case of the launch video, we wanted to provoke reflection and address relevant issues. We know that part of people's attention is tied to aesthetics, so we always aim to bring a lot of aesthetics alongside the message.
This kind of marketing requires authenticity, precisely because it may go against what is considered commercially safe. Many brands avoid taking a relevant stand to avoid risking their image or losing revenue, which is the primary focus of the industry. However, this questioning stance strengthens Barc's identity and creates a genuine connection with those who resonate with this deeper perspective.
Photo: Lucas Aguiar - Collab Barc X Mãolee
6. What is the main legacy you want to build with Barc in the fashion scene?
Barc is part of a movement, streetwear, that truly impacts fashion in a broader sense. This movement has the ability to communicate with everyone, breaking down the barriers that often exist in other fashion niches. We try to play our part within this movement in our own way, which is, in a sense, to provoke reflections on what we believe is truly relevant in our social and cultural context. The legacy of Barc is, in fact, to be part of this broader cultural movement, where fashion is a way to connect people and communities, without being limited to a specific audience.
Comments