Photos: Marcos Calomeno
Pyde Studio emerged in 2020 as a response to a search for meaning in the world of fashion. Its founders, already immersed in the industry, decided to create a brand that transcended fleeting trends and expressed their identities and passions. During the pandemic, a global moment of pause, they had the opportunity to refine their ideas and shape the essence of Pyde: a space dedicated to celebrating individuality.
The name Pyde comes from “Dépaysement,” a French term describing the feeling of being out of place. This sense of displacement lies at the heart of the brand, inspiring everything from its creative concept to the designs and narratives of its collections. Asymmetric cuts, contrasting stitches, and surreal prints embody this spirit. Each piece is crafted to provoke thought and highlight the uniqueness of the wearer.
From the beginning, Pyde embraced a conscious and exclusive production approach. Its pieces, often numbered, are crafted on a small scale to ensure quality and authenticity. The brand avoids restocking and wholesale sales, reinforcing its commitment to exclusivity and its clients' individuality. This approach challenges the traditional market, where speed and volume often overshadow purpose.
One of its most iconic collections, The Outsider, delves into the journey of self-discovery. Divided into three acts—Le Voyage, L’Appel, and Le Passage—the collection uses distressed fabrics, earthy tones, and symbolic details to narrate the individual's quest for purpose. The complexity of the creative process posed challenges but resulted in pieces imbued with a profound and intimate message.
For Pyde, fashion is more than clothing; it is a form of art in motion and a medium for emotional connection. Their creations are designed to inspire conscious consumption and enable every client to fully express themselves through their choices. With exclusive packaging and special souvenirs for early buyers, the brand values every interaction with its customers, reinforcing the idea that dressing is an act of expression and connection.
In today's fast fashion-dominated landscape, Pyde Studio challenges the status quo by offering pieces rich in identity and meaning. Its goal is to create a lasting impact on how people engage with fashion, encouraging the appreciation of authenticity and purpose.
Check out the interview with Andreza Godoi (Co-founder and Designer of the brand):
1. Pyde Studio was born during a moment of global uncertainty. How did this forced pause influence the essence and values of the brand we know today?
The pandemic gave us the opportunity to shift our focus from creating pieces that merely follow trends to appeal to a broader market. Our intention has always been to deliver something meaningful to the person choosing our brand. We take special care in our processes, aiming to convey to our customers that they are special and deserve the best. In a world saturated with brands replicating successful formulas, Pyde sought to create a space for differentiation and identity.
This pause helped us mature our business vision and clarify the value we wanted future clients to see in us. From there, we designed a brand that avoids large-scale production and trend heavy collections. We decided to produce only 15 units of each product to ensure that every piece feels like a meaningful, unique choice for our customers. Additionally, in our early collections, we committed to not restocking items or offering wholesale sales, ensuring that our essence remained intact and allowed us to build a solid foundation for future steps.
Some might think, "Okay, but aren't you losing money this way?" Perhaps we are, but for us, the focus isn't on quick profits. Instead, it's about building a brand worth following and that remains relevant regardless of the next "hype."
2. The word "Dépaysement" inspires Pyde's name and philosophy. How is this sense of displacement translated into the designs and narratives of its collections?
The feeling of displacement is embedded in every detail of the brand, from its branding to the aesthetic of its pieces. This concept is reflected in surreal prints depicting cars in the sky, train stations in space, and journeys to uncharted destinations. Each print is titled as a work of art, reinforcing Pyde's commitment to expressing unique perspectives.
This idea is further embodied in asymmetric cuts, contrasting stitches, and design elements that evoke a sense of estrangement.
One standout example is found in Pyde’s jeans and shorts. The back pockets are not symmetrical: the left follows a traditional design, while the right features an intentionally displaced structure. The bar tacks use contrasting threads, standing out against the rest of the seams. Every detail is meticulously crafted to symbolize this feeling, which is at the core of the brand’s identity.
As for narratives, Pyde has been developing its storytelling over time. While the initial launches focused on establishing the brand's essence, starting from the fourth collection, the brand began weaving narratives that not only embody its identity but also evoke a shared, deep-rooted sentiment that resonates with its audience.
3. With small-scale production and numbered pieces, exclusivity is a defining feature of Pyde. How do you balance this focus with the growing demand for authentic and sustainable fashion?
Exclusivity is a cornerstone of Pyde, ingrained in every creation. Our small-scale production and numbered pieces reflect a commitment to quality and authenticity. However, we also understand the need to evolve and meet the rising demand for authentic and sustainable fashion.
To strike this balance, we have broadened our product range, including accessories that provide more options for customers while preserving the exclusivity of our core offerings. Additionally, we have restructured our release strategy, moving away from large collections or widely spaced drops to more curated, frequent launches. This approach keeps our audience engaged, ensures a steady stream of new items, and upholds our principles of mindful production.
This balance is vital, allowing us to meet the ongoing expectations of our customers without compromising the essence that sets Pyde apart in the market.
4. Your collection "The Outsider" delves into the journey of self-discovery and the strength found in displacement. What were the main challenges and inspirations behind creating such a symbolic narrative?
The primary inspiration for the collection came from personal moments that profoundly transformed me. I wanted to align these experiences with what others also go through because, deep down, we are all pilgrims searching for purpose.
We named the collection "The Outsider" because, in the realm of inner exploration, we are all strangers navigating an unfamiliar path. The collection unfolds in three chapters. It begins with the initial journey, where we feel the need to reassess what surrounds us. Then comes the call for something new—a yearning for change and the reorganization of emotions. Finally, we face the challenges that lead us to a renewed self. This narrative is expressed through intimate prints, weathered pieces, and earthy tones interwoven with colors inspired by forests and skies—symbolizing the arduous and complex journey a pilgrim undertakes in search of meaning.
The main challenges with this collection were ensuring that the entire project translated as envisioned into pieces that truly told this story. We went through multiple processes involving laundry treatments and intricate finishes, which were uncommon for our suppliers' usual production routines. This required significant dedication from the team to ensure everything turned out as planned.
Time was a key factor. Since the designs were highly specific, we had a tight deadline to execute all the intricate details. However, through tremendous effort, we successfully brought this deeply meaningful collection to life, allowing us to share its essence with those who follow and support us.
5. Pyde seeks to create a deep connection with its customers, reflecting their identities through its pieces. What specific design elements help build this emotional bridge between the brand and its audience?
Pyde was created to deliver value to its consumers. From the beginning, we have focused on design and details that make our pieces unique. We work with patterns that ensure an excellent fit, durable, high-quality fabrics, and incorporate multiple techniques into a single piece, such as sublimation, embroidery, and screen printing. This diversity caters to customers who value fashion knowledge and appreciate the craftsmanship behind good design.
Prints play a standout role, representing a surreal universe with messages that resonate with our audience. Our pieces become a medium of expression and attitude, reinforcing the identity of those who wear them.
Shipping is another aspect I like to highlight. We’ve developed packaging that offers a special unboxing experience for our customers. Additionally, with each launch, we create exclusive souvenirs for early buyers as a way to show that they are seen and appreciated.
6. Art, design, and emotion are the pillars of Pyde’s work. How do you envision the impact of these creations on the current fashion landscape and the way people connect with clothing?
We believe our creations play an essential role in today’s fashion scene and that art is not meant to be confined to galleries but should move freely through the streets. We live in a time when it is increasingly necessary for brands to present thoughtfully designed pieces with identity and authenticity, challenging the relentless production of purposeless garments that fast fashion offers. Today, we occupy positions in the industry where we can showcase through our work how powerful fashion can be as a vehicle for self-expression and for fostering values essential to future societies.
That’s why we consider initiatives like this one (providing space and a voice for creators) extremely important. They help amplify the message that fashion can go beyond the consumption of fleeting trends. Clothing can be a powerful means of reflecting the personality and principles of the wearer.
At Pyde, our goal is to offer pieces that not only tell stories but also encourage conscious consumption, aligned with each individual’s identity. We believe that dressing should be an act of connection with who you are, and our creations reflect this philosophy, helping our clients navigate their unique journeys.
Best Brasilian Brand! Love it.