Photo: @acid.vk
The story of the brand COROA began long before its first collection was launched in March 2020. Created by Lucas Pacheco, the brand embodies a unique essence that combines authenticity, memory, and a deep sense of identity. Lucas grew up in Divinópolis, Brazil, selling pineapples at the local market with his grandparents and uncles. This activity not only helped support his family but also shaped his values and creativity. This experience became the foundation for the creation of COROA, whose name references the pineapple crown, a symbol of this emotional connection.
In 2019, while still studying Biological Sciences in São João del Rei, Lucas began questioning his academic path. The search for a direction that truly represented him sparked the desire to create something of his own. Initially, the idea was simple: to sell T-shirts inspired by popular brands of the time. However, encouraged by his father, he decided to invest in an original brand that would translate his experiences and values into something meaningful. Thus, COROA was born—a brand that defies the ordinary by transforming personal memories into collections full of significance.
Photo @safesilva
From the start, COROA stood out for its ability to blend fashion and storytelling. Its first collections were inspired by the vibrant world of local markets, featuring prints that evoked pineapples and the daily life of those immersed in that environment. Over time, the creative focus evolved, but the essence remained unchanged: each piece tells a story—whether it’s a tribute to family members, a childhood memory, or a striking cultural reference.
The journey to transform the initial idea into a well-established brand was filled with challenges. Lucas faced difficulties in finding reliable suppliers and had to learn through experience how to build a strong identity for his brand. Furthermore, launching COROA at the onset of the pandemic brought unexpected obstacles. Sales, which initially took place locally and in-person, had to be paused due to lockdowns. However, this break allowed Lucas to rethink his strategies and reinforce his vision for the brand.
Photo: @acid.vk
Lucas believes that the brand's unique strength lies in this emotional connection. When wearing a piece from COROA, the customer isn’t just following a trend—they’re connecting with a genuine story. The brand, born from a mix of intuition, persistence, and passion, inspires not only through the quality of its products but also through the authenticity of its purpose.
Exclusive Interview with Lucas Pacheco, Founder of COROA:
1. How did the idea of associating the brand COROA with pineapples and your personal story come about? Do you think this connection is a unique advantage in the market?
The idea came from the desire to convey something deeply meaningful to me through collections and campaigns. I truly believe it’s a unique advantage. Many people connect with stories and with what resonates with them personally.
Photo @safesilva
2. What were the biggest challenges you faced in transforming your initial idea—selling counterfeit T-shirts—into an authentic, original brand?
There were many challenges in the beginning, and there still are. The lack of knowledge combined with the difficulty of finding good suppliers made the brand’s progress much harder. This significantly impacts brand establishment since quality is one of the main pillars, especially in the early stages.
3. COROA’s first collection was launched in March 2020, just before the pandemic. How did this timing affect the brand's start and your strategies?
In the beginning, sales were limited to friends and acquaintances, and I personally delivered the products myself. With the lockdown, having direct contact with customers was no longer possible. As a result, it became unfeasible to work, and we had to pause operations for several months. It was a very challenging time.
Photo @safesilva
4. Your collections are strongly connected to your life experiences and personal memories. How do you decide which stories or themes will be portrayed in each new collection?
Essentially, if something makes sense to me and touches me in some way, I transform it into a campaign and try to convey that to my audience.
5. Your experience at the farmers’ market played a central role in the beginning of COROA. How do these roots continue to influence the brand, even indirectly?
I believe it’s about the essence of conveying something meaningful from my life.
Photo: @acid.vk
6. What advice would you give to young entrepreneurs who, like you, are trying to balance studies, work, and the dream of creating something of their own?
Believe in your intuition, do what truly makes sense to you, and seek as much knowledge as you can. One important thing is to always take the first step and not wait for perfect conditions to start.
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