We want customers to feel embraced by the culture and colors of Rio de Janeiro when wearing FARM Rio styles. Every detail in our collection is inspired by Brazilian elements, but with a twist. Our prints and designs symbolize the joy of life. Through our products, stores, and experiences, we look to help customers share in the values of community, celebration, and creativity that Brazil inspires and FARM Rio embodies.
We approached adidas around six years ago and were initially turned down. We took matters into our own hands and had our design team use products from the adidas collection and make them colorful and vibrant, similar to our typical campaigns. We also made printed surfboards, skateboards, bikes, and roller skates to give it that Rio flair. When we sent it to their team, they fell in love and we’ve had a successful partnership, with our co-designed pieces available in 133 countries, ever since.
There isn’t a single memory of Carnival that’s my favorite—I love every element of it. It’s genuinely a joyous event that captures the spirit of Rio de Janeiro. Every year, we take our colors and joy to the street with our own FARM Rio Bloco, a parade and party where our employees play music and enjoy this special time.
Our customer is young at heart and has a playful spirit. She is authentic, solar, and free-spirited.
We begin with a collaborative brainstorm across all our creative departments to determine our inspiration. After deciding on a theme for the collection, we design our prints. It's the first element we create and the canvas for how we tell our stories. From there, we think about the shapes and silhouettes that accentuate our prints and fit into the collection theme, rounding out our story.
Our in-house design team creates all of the prints—over 400 for each collection. We use textures and colors we've seen in nature or draw from our signature motifs, like toucans, bananas, and cashews. Through print engineering, all of our patterns are specifically designed for each piece, allowing for the perfect positioning of elements on each garment.
After having success in the US market through partnerships with brands such as adidas, we knew there was demand for a permanent presence here. SoHo is at the heart of NYC fashion so it felt like a natural first location for the brand. Last year we opened a second permanent location in Miami, as well as pop-ups in Los Angeles and Montauk.
We’re focused on global expansion, including new partnerships and pop-ups in Le Bon Marché (Paris), De Bijenkorf (Amsterdam), and Beymen (Turkey). Additionally, this year we’re thrilled to be launching in Neiman Marcus as well as on Rent The Runway and Intermix.
We joined forces with One Tree Planted, an organization whose mission is to make it simple for people to give back to the environment. For every purchase on FARMRio.com and at our retail locations, we donate one tree to be planted in the Amazon Rainforest. Our goal is to help recover endangered forest ecosystems and protect fresh water supply.
I do yoga every day and I focus on eating real food—plenty of fruits and vegetables and always 100 percent organic. I love fresh juice and tea and I drink a lot of water.