THE LAB77®

In 2012, I founded Lab77. The brand was born innovative with the purpose of creating inclusive, customized, and on-demand fashion. Inspired by an unusual Rio de Janeiro that challenged common sense, Lab77 manufactured all pieces only after customers placed orders. With agile and intelligent production, this format allowed the brand to be expressive, creative, and always up-to-date. As creative director, I was responsible for the entire creative expression of Lab77. For 10 years, I led the development of the e-commerce platform, packaging, social media, style department, and the design department that created the brand's prints.

T-shirts were our favorite product, but soon we realized that this model could succeed with a larger product line. By 2018, Lab was a unisex brand recognized for sustainability, creating, producing, and selling a full range of products directly from the flagship store in Downtown Rio de Janeiro. Within this space of over 200 square meters, housed our creative office, production workshop, and digital printing studio. The flagship was frequented by conscious and creative young people who came for the pieces and got to know closely the people who made everything happen. Sustainability was a commitment for Lab, and by 2020, we were the only brand in Brazil developing T-shirts with Brazilian organic cotton. In addition to visual identity and style, one of my most important tasks was directing content creation and communication on our social media channels. We built a community with over 130K followers, closely following the content editorial that blended commercial aspects, brand positioning, and the latest trends, all while maintaining the desired aesthetic for each moment of the brand.