Ipiranga and Je M’appelle Brasil Subvert the “Vira-Lata” Brazilian Complex in New Collection

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As a proud Brazilian with a deep appreciation for my culture and heritage, I find this collaboration between Ipiranga and Je M’appelle Brazil to be nothing short of inspiring! Growing up, I’ve often grappled with the “vira-lata complex,” a feeling that our unique Brazilian identity isn’t always appreciated or understood on a global scale.

The companies Ipiranga from Brazil and Je M’appelle Brazil, which consists of Pace, Carnan, Mad Enlatados, Sufgang, and Quadro Creations, have teamed up to introduce an exclusive fashion line. Their goal is to counteract the negative perceptions linked with the phrase “vira-lata” (stray dog) and instead celebrate Brazilian culture.

As a fan, I’d like to share some thoughts about the “vira-lata syndrome” – a psychological concept coined by Nelson Rodrigues, a renowned Brazilian writer. This term embodies a profound sense of inadequacy, a feeling that one doesn’t quite stack up on a global scale. By redefining “vira-lata,” this collaboration aims to confront the inferiority complex that has become synonymous with Brazilian culture. Instead, it encourages us to cherish our traditional roots as a source of pride, rather than a reason for self-doubt.

Partnering Ipiranga with a group of six significant Brazilian brands represents a daring step to exhibit the nation’s artistic and cultural panorama on a global scale. This exclusive collection presents five multifunctional items, skillfully designed to symbolize the flexibility and tenacity of the country.




From the multi-functional jacket to the comfy t-shirt, each item is inspired by the diverse culture. The color palette, ranging from earthy tones to bold accents, reflects the vibrant spirit of Brazil. Notably, the collection includes a pixelated image of a stray dog, symbolizing this subversion.

Ipiranga aims to be recognized for more than its fuel services; in Brazilian culture, a gas station like Ipiranga serves not only as a refueling spot but also as a gathering place offering various services.

Through backing local artists and introducing their unique fashion line, the company aims to resonate with an audience that values culture. This goes beyond just a gas station pioneering fashion in this particular niche. Instead, it’s a bold declaration about how fashion can disrupt stereotypes and drive constructive cultural transformation.

To learn more about the collection follow Iprianga on Instagram at @Ipiranga.

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2024-08-30 22:26