Amid the whirlwind of 2021, when the world seemed to have come to a halt, Winona was born—a brand whose DNA fuses art, fashion, and resilience. Founded by Victória Vacari de Brum in Pelotas, Brazil, Winona emerged from a personal reconnection with art during the pandemic, transforming illustrations into clothing pieces that express memories, culture, and ideals.
The beginning was modest, almost unassuming. With dental school on pause, Victória immersed herself in drawing, a habit she had nurtured since childhood. The idea of printing her creations on T-shirts started as an experiment, encouraged by friends who saw potential in those pieces. In August 2021, the first collection was launched, and although success wasn’t immediate, each sale represented a step toward something greater. The decision to learn screen printing and master the textile production process gave the brand an artisanal and passionate touch, solidifying its identity over the months.
The turning point came with the Ringer Tee, a retro-cut piece inspired by the 1970s that became the brand’s signature. Victória shares that her fascination with vintage style was sparked by a Pink Floyd T-shirt, igniting a desire to bring the past into dialogue with the present. “Over time, I realized I was creating something that inherently reflected Winona’s identity – without needing our name printed on it, just through the cut and colorful collars,” she says.
But not everything was linear. In 2023, Winona faced its greatest challenge: losing its Instagram profile, the brand’s main communication channel. The setback was profound, and Victória even considered giving up. However, what kept the brand alive was the realization that Winona was more than just a business – it was a part of her essence, a space for artistic expression. With support from the community and friends, the profile was rebuilt, and the experience brought a new perspective: “Today, I’m certain that I only managed to start over because Winona is much more than a brand; it’s a space for artistic expression and ideals.”
This vision is reflected in Winona’s future, especially with the launch of a collection inspired by Latin America, with a focus on Brazil. For Victória, fashion is also a form of resistance, and this new collection seeks to honor national cinema, music, and culture. “I want to highlight our cinema and music, which have resisted for decades. We’ll have pieces inspired by genres like MPB, bossa nova, and samba, as well as a tribute to Walter Salles’ film Still Here,” she reveals.
More than just clothing, Winona provokes. The brand believes that fashion is political and uses its creations to spark discussions about identity, culture, and ideals. “I aim to inspire reflection and dialogue by bringing these topics to the brand’s platform and reinforcing that wearing a T-shirt goes far beyond style – it’s an act of expression.”
Looking ahead, Winona remains committed to exploring the new without losing its connection to the past. Victória plans collaborations that resonate with the brand’s essence and strengthen its role as a bridge between art, fashion, and resistance. Winona’s story is just beginning, but its impact is already being felt—one vintage detail at a time.
Interview with the Founder of Winona, Victória Vacari de Brum:
1. When did you realize that a hobby could turn into a business?
I’ve always been very interested in art – I took illustration classes as a child, and during the pandemic, while completely isolated with my parents in the Amazon, in Rondônia, I started creating again. I began sharing my illustrations with friends, and to my surprise, they showed interest in buying them. That was the moment I realized it could be more than just a hobby – there was a real opportunity to turn my art into a business.
2. The Ringer Tee became the brand’s signature. What inspired you to invest in this retro cut, and how do you think this piece connects your audience to Winona’s essence?
The first pieces I created were inspired by 1970s bands – Winona’s very first T-shirt, for example, was based on a Pink Floyd merch tee from a U.S. concert. That sparked my interest in the fashion context of that era, and I realized I could revive that style and connect it to other realms, such as cinema and contemporary pop music. Over time, I noticed I was creating something that inherently evoked Winona’s identity – without needing our name printed, just through the cut and colorful collars.
3. In 2023, the brand faced the loss of its Instagram profile, a crucial moment. What motivated you to keep going, and what did you learn from that experience?
To be honest, I wasn’t very strong during that time. My biggest motivation came when I realized I hadn’t just lost a profile or a job, but a part of myself – the part that took years for me to reconnect with: my art. Today, I’m certain that I only managed to start over because Winona is much more than a brand; it’s a space for artistic expression and ideals. And this comeback was only possible because I had the support of friends and the community, who, even without the profile, continued to send me messages and shop through the website. That support showed me that Winona had already become bigger than any social media platform.
4. The new collection has Latin America, especially Brazil, as its central theme. What inspired this choice, and how will national culture be represented in the pieces?
As I mentioned earlier, Winona’s first collections were heavily influenced by bands and cinema, which inevitably brought more international culture into focus. However, given the current context – especially with the resurgence of extremist politics – I felt the need to create a collection that honors our culture. I want to celebrate our cinema and music, which have resisted for decades. This collection will feature pieces inspired by the genres that shaped Brazil’s musical identity, such as MPB, bossa nova, and samba. Additionally, we’ll have a special piece inspired by Walter Salles’ film Still Here, celebrating over 126 years of Brazilian cinema, which is only now beginning to receive the recognition it has always deserved abroad.
5. You mention that fashion is also political. How does Winona aim to provoke reflection and engage with cultural and social issues through its creations?
In recent years, we’ve seen a rise in the visibility of hate speech, and my purpose with Winona has always been to use the brand’s reach to show that fashion goes beyond aesthetics – it is also a way to express not just identity, but individual ideals. I aim to provoke reflection and dialogue by bringing these issues to the brand’s platform, encouraging discussions and new perspectives on these matters. Additionally, I make a point of showing the meaning behind every piece we sell, reinforcing that wearing a T-shirt goes far beyond style – it’s an act of expression. Our pieces carry a political context and an ideal behind them, giving voice to messages that need to be heard.
6. Looking ahead, what are the next steps for Winona? Are there any new projects or collaborations we can expect?
Our goal is to continue following current trends while always bringing back what was once in fashion – especially when there’s essence and meaning behind it. I believe that revisiting the work of great artists who used music, cinema, and art as forms of expression, and bringing that inspiration into our collections, is also a political act. We want to merge contemporary fashion with retro references, continuously deepening this identity and leaving our mark on the world.
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