EPISODE #13 | MADE IN BRAZIL: THE OSKLEN SUCCESS STORY

Imagine a doctor who trades his stethoscope for a sewing machine. Who climbs the Andes, makes his own jacket by hand, and somewhere between the altitude and the ice, decides: this is what I want to build. That man is Oskar Metsavaht. And what he built is Osklen.

A brand born in 1989 from a tiny store in Búzios, a beach town in Rio de Janeiro, became one of the most forward-thinking labels in the world.

Osklen didn’t wait for sustainability to become a buzzword. They were working with Amazonian pirarucu fish leather, organic cotton, and recycled polyester before most brands had even heard the word ESG.

They built the Instituto-E, a non-profit dedicated to proving that beauty and responsibility are not opposites. They’ve increased the income of over a thousand riverside communities in the Amazon. They made a sneaker sole from natural latex tapped directly from the forest.

This year Oskar signed the uniforms for Brazil’s delegation at the Winter Olympics in collaboration with the italian Moncler.

About our PODCAST

During the Fashion Label Brasil Podcast our host the journalist Alexandra Farah, talks to the designers and creative minds ahead of amazing Brazilian brands to show their expertise worldwide.

Presented by Fashion Label Brasil, in a partnership between The Brazilian Association of the Fashion Designers (ABEST) and The Brazilian Trade and Investment Promotion Agency (ApexBrasil).

New episode of our Podcast is available. Listen to the full episodes on your favorite platform!

About FASHION LABEL BRASIL
Fashion Label Brasil is the Value-Added Brazilian Fashion Internationalization Program by ABEST (Brazilian Association of Fashion Designers). Created over 20 years ago in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency), it currently counts around 180 participating brands, 85% of which are women-led and 40% incorporate sustainable and eco-friendly practices. Its purpose is to position Brazilian fashion abroad, enhancing the image of an innovative and contemporary Brazil.

About ABEST
Created in 2003, the Brazilian Association of Fashion Designers (ABEST) aims to strengthen and promote Brazilian design and independent fashion. Its primary goal is to assist in the development of Brazilian brands with international reach and promote the Brazilian lifestyle, contributing to the growth of all fashion-related segments. The association serves as an environment for exchanging information and experiences among its members, addressing individual needs through training, market data, product promotion, and the identification of business opportunities in Brazil and abroad.

About APEXBRASIL
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investments to strategic sectors of the Brazilian economy.

In order to achieve its goals, ApexBrasil carries out several trade promotion initiatives aimed at promoting Brazilian products and services abroad, such as prospective and trade missions, business rounds, support to the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian productive structure, among other business platforms that also aim at strengthening the Brazil brand.

The Agency also acts in a coordinated way with public and private players to attract foreign direct investment (FDI) to Brazil with a focus on strategic sectors for the development of the competitiveness of Brazilian companies and the country.

A group of 46 Brazilian brands participated in a series of events during Miami Swim Week 2026 in the United States, delivering impressive results. Immediate closed deals exceeded US$ 1.65 million, with a 12-month sales forecast of approximately US$ 4.7 million. Together, the brands established over 1,500 business contacts.

Click here to check our catalog with the Brazilian brands:
Miami Swim Week Brazilian Brands

Of the total, 21 companies received support from Texbrasil (the Brazilian Textile and Fashion Industry Internationalization Program)—a partnership between Abit (Brazilian Textile and Apparel Industry Association) and ApexBrasil (Brazilian Trade and Investment Promotion Agency). Out of these, 18 showcased their collections at SwimShow, widely regarded as one of the world’s most traditional and influential swimwear trade shows, which took place from May 30 to June 1 at the Miami Beach Convention Center. The participating brands were: Akera, Constantinopla, Das Meninas, Falésia Carioca, Ga-Ha, Guilff, Guria Beachwear, Jungle Society, Karla Vivian, Kopsch, Lybethras, MOS Beachwear, Nidas, Planet Sea, Rio de Sol, Rygy, Silvia Schaefer, and Zillê Rio.

Simultaneously at the same venue, two other Brazilian companies made their debut at Curve Miami, also supported by the Texbrasil Program: Mari M and Plié. In another unprecedented move for this year’s edition, Colombiamoda Miami opened its doors to international brands for the first time, with Borana representing Brazil. The event took place at Throw Social from May 27 to 29.

The cohort of companies backed by Texbrasil recorded 467 contacts, generating around US$ 426,500 in immediate sales and a 12-month forecast of US$ 2.03 million. “Brazilian swimwear stood out due to its high-quality products, creativity reflecting the country’s identity, and an internationally recognized standard of excellence. These attributes boosted the competitiveness of our domestic brands and consolidated Brazil as a global benchmark in this segment,” stated Adriana D´Agostini, Trade Promotion Manager at Abit.

The other 25 companies in the Brazilian delegation attended Cabana Show, supported by Fashion Label Brasil—the Value-Added Brazilian Fashion Internationalization Program, created by ABEST (Brazilian Association of Fashion Designers) in partnership with ApexBrasil. The brands included: Água de Coco, Catarina Mina, Cecília Prado, Cristina Sabatini, Despi, Dress To, Empress, Gapaz, La Sirène, Lavish, Lenny, Lis Fiaschi, Maria Pavan, Melissa, Naked, Osklen, Patbo, Serpui, Sinesia Karol, Sophia Hegg, Ventura Eyewear, Vix, Waiwai, Yukio, and Zoew. They reported making 1,060 contacts, which resulted in approximately US$ 1.23 million in sales during the event and an estimated US$ 2.67 million in future business over the next 12 months.

“Brazilian resort wear has been carving out a prominent space in the international market through a unique combination of creativity, quality, and authenticity. The collections presented by our domestic brands reflect not only the Brazilian lifestyle but also a strong commitment to sustainability, local craftsmanship, and handmade techniques—elements that are increasingly valued by global buyers and consumers,” commented Aurea Yamashita, International Project Manager at ABEST.

About Abit

Founded on February 21, 1957, the Brazilian Textile and Apparel Industry Association (Abit) is one of the most significant entities within the country’s economic sectors. It represents the productive force of 25,700 companies of all sizes across the national territory, employing over 1.34 million workers and collectively generating an annual revenue of R$ 221 billion (as of 2024).

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with textile and apparel companies to develop strategies for conquering the global market. Over more than 25 years, it has helped around 2,000 brands enter the export path, generating US$ 11 billion in business. The Program is a partnership between Abit (Brazilian Textile and Apparel Industry Association) and ApexBrasil (Brazilian Trade and Investment Promotion Agency).

About ABEST

Created in 2003, the Brazilian Association of Fashion Designers (ABEST) aims to strengthen and promote Brazilian design and independent fashion. Its primary goal is to assist in the development of Brazilian brands with international reach and promote the Brazilian lifestyle, contributing to the growth of all fashion-related segments. The association serves as an environment for exchanging information and experiences among its members, addressing individual needs through training, market data, product promotion, and the identification of business opportunities in Brazil and abroad.

About Fashion Label Brasil

Fashion Label Brasil is the Value-Added Brazilian Fashion Internationalization Program by ABEST (Brazilian Association of Fashion Designers). Created over 20 years ago in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency), it currently counts around 180 participating brands, 85% of which are women-led and 40% incorporate sustainable and eco-friendly practices. Its purpose is to position Brazilian fashion abroad, enhancing the image of an innovative and contemporary Brazil.

About ApexBrasil

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve these goals, ApexBrasil carries out diverse trade promotion initiatives aimed at boosting exports and adding value to Brazilian products and services abroad. These include prospective and trade missions, business matchmaking rounds, support for Brazilian participation in major international trade shows, and hosting foreign buyers and opinion leaders to experience the Brazilian production infrastructure firsthand, among other business platforms designed to strengthen the Brazil brand. The Agency also works in coordination with public and private stakeholders to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors to develop the competitiveness of Brazilian companies and the country as a whole.

Glorinha Paranaguá’s granddaughter, Yasmine Paranaguá, elevates the brand’s legacy to new heights

The world of Glorinha Paranaguá blends tangible beauty with deep family affection. Observing its exquisitely curated pieces and understanding their origins enhances the entire fashion experience. The signature bamboo — the material behind the brand’s iconic handbags — is a legacy of founder Glorinha’s refined taste.

It all began in the 1990s, in a charming boutique in Ipanema — an authentic meeting point that was both artisanal and cosmopolitan. From there, the brand flourished and became a reference for the international projection of Brazilian fashion. That’s how true luxury is born: creative pieces of singular originality that capture the world’s attention through their excellence.

Glorinha had already traveled extensively — her husband, Paulo, was a diplomat — and collected experiences in Morocco, Austria, Kuwait, France, Argentina, and beyond. Throughout those journeys, she carried — and elevated — the value of Brazilian materials wherever she went.

Three decades later, the brand stands under a new light — with the same essence, but an expanded family. Glorinha’s granddaughter, Yasmine Paranaguá, the first female heir in a family of sons, graduated in Design and inherited her grandmother’s cosmopolitan fashion sense. Naturally, she took over as Creative Director.

Yasmine’s mother, Naná, Glorinha’s daughter-in-law, had already joined the team — uniting a mother-in-law and daughter-in-law bonded by their shared passion for fashion’s savoir-faire. This trio of women remains the foundation of the brand’s DNA to this day. Between national and international commitments, Yasmine Paranaguá spoke with Fashion Label Brasil.

Glorinha Paranaguá has now spanned three generations. How do you perceive this heritage and the responsibility of carrying your grandmother’s legacy forward?

I grew up inside the company and was always very close to my grandmother. We lived nearby and did everything together. Since my grandmother only had sons, being her first granddaughter — and loving this creative world from an early age — brought us even closer.

Another beautiful aspect is the relationship between my mother and grandmother — daughter-in-law and mother-in-law, right? They’ve always had a wonderful bond and very similar tastes. I think my mother joining the company was a gift to my grandmother — and to me as well. My mother, beyond being my mom, is my right hand. We have incredible synergy working together. I see it as a true privilege to continue the legacy of Glorinha Paranaguá.

What has changed in the brand’s DNA since its foundation?

The brand’s DNA is very strong and distinctive — and we make a point of preserving it. That’s what defines the brand and makes our products recognizable.

What’s new is that there’s now a younger, fresher perspective — someone who has lived abroad, eager to bring innovation and add new layers. Also, as a mother constantly on the move with my child, I think a lot about functionality. How can I have a handbag that looks elegant but is also practical? It’s about adding new elements and usability to each piece — that’s a meaningful shift that came with my arrival.

I also brought my passion for embroidery into the brand. I’ve studied it formally and continue to refine my craft. Often, I create the first sample myself. So I feel this embroidered world has truly become part of the brand’s identity since I joined.

How do you translate tradition for a contemporary audience?

To me, tradition means passing something from mother to daughter — allowing different generations to wear the same piece in completely different ways.

In a sense, it’s also about reuse. For a modern audience that values making the most of what they own — and who are mindful about reducing waste and consuming more consciously — this idea of durability and versatility is incredibly appealing.

You lived in Singapore and Shanghai. How did your time in Asia influence your creative and aesthetic vision?

I absolutely loved living in Asia — in Singapore and Shanghai. That experience opened a new window for me to understand the East. I was able to absorb techniques and cultural nuances. There, people deeply value what has been crafted and what already exists, and hierarchy is highly respected. I find that very beautiful — and it has become deeply rooted in my creative process.

Beyond creative and aesthetic influences, Asia also brought me many behavioral insights. I observed the social dynamics of each country — how people adapt and evolve. That was an immense learning experience for me.

Are there elements of Asian culture that you’ve incorporated into your design process or brand identity?

Yes — it’s all connected to mindset. The Asian public has a profound appreciation for craftsmanship, for what’s handmade, and for the time invested in creating something. I remember that when I studied at Lesage, many of my classmates were Japanese — they place incredible value on hand-embellished work, especially embroidery, treating it as a true art form.

How has your international experience influenced the way you manage the brand, beyond design itself?

Living abroad brings a wealth of experience. In my case, it gave me independence — the ability to understand professional life, beginnings, and family balance. It shapes you in every sense: being away from your country, your comfort zone, and your family. So, that experience was not only essential to my creative vision but also to my personal growth. And yes, I believe that’s reflected in how we run the brand today.

In terms of physical presence, how many points of sale does the brand currently have?

We have two flagship stores — one in Rio de Janeiro and one in São Paulo. We sell throughout Brazil and internationally, and we’re continuously expanding. Among our multi-brand partners, we have around 30 to 35 clients distributed across Brazil and abroad.

Who tends to identify most with the brand in Brazil? And how does that compare to your international audience?

I believe our clientele — both in Brazil and internationally — shares very similar values. They appreciate the handmade, value brands with an authentic and distinctive touch, and look for products with impeccable craftsmanship rather than a logo to display.

We’re constantly refining our product mix so that our clients can style our handbags for a variety of occasions.

What materials do you use most often, and how does your design process work? Is it a collaborative team effort?

Our signature material is bamboo — it’s truly our hallmark. My mother and I love mixing materials; we find that richness in contrasts. We often combine bamboo with leather, and straw appears in certain seasons. In winter, for example, we play with velvet and create unexpected combinations.

The creative process is mostly handled by my mother and me. Production is outsourced, and our teams are split between São Paulo and Rio. We conduct research both together and independently — drawing inspiration from online references, fashion shows, travels, and exhibitions.

The bamboo handbag is an icon of Glorinha Paranaguá. How do you keep this classic alive while still innovating?

The bamboo handbag is our true icon — our flagship piece. It’s timeless. From it, we’ve developed an entire bamboo line. Alongside this bestseller, we also have other signature pieces: leather handbags, our bamboo-button belt bags, and our beloved hand-crocheted items.

What international events have been significant for the brand? Have you participated in international trade fairs? Yes — my mother and grandmother participated in several fairs. In October 2019, we took part in Coterie in New York. We had to pause due to the pandemic, but we plan to return next year and participate in more fairs, particularly in Europe.

What are the next steps in terms of national and international expansion?

Expansion is always the goal. We want to strengthen brand awareness and increase our reach — both across Brazil and in international markets.

What can we expect from the brand in the coming years?

We like to flirt with the new while honoring the past. I truly believe in collaborations — so we’re always thinking about and planning the next one. And of course, the plan is to keep growing, creating, selling, and bringing more beautiful handbags to our clients.

By Juliana Lopes, editor at Fashion Label Brasil
Photos: Courtesy of Glorinha Paranaguá

TALKING TO Ventura

Talking about “Made in Brazil” brands is much more complex than one might think — a wonderful complexity, in fact, full of diversity and different ways of working. A continental country has many faces, colors, neighborhoods, and stories, and Ventura shares its original narrative in this interview with Flávio Ventura.

Ventura around the world

Do you usually participate in international trade shows? Is the support from Fashion Label Brasil – Abest relevant to Ventura?

At the beginning of Ventura, we took part in numerous trade shows across Brazil, promoting the brand and opening sales points. But the world and the market have changed, and only recently did I decide to reopen this path that once brought us such great returns. After the success in Lisbon and José Ignacio, I felt it was time to count on the support of Fashion Label Brasil – Abest to increase our global presence.

Since when have you been focused on expanding internationally?

Since the end of last year, our focus has been entirely on foreign markets. I started by opening sales points through direct contacts, in stores that aligned with our brand’s concept, and we’ve been growing this way. When I realized this would only continue to grow, I hired an international sales and marketing consultancy to guide us in this new direction and help us identify the best path. I did a photoshoot aligned with this new direction, and now I’m negotiating with three trade shows—two in Paris and one in Milan—to present our best version to boutiques, multibrand stores, and optical shops worldwide.

Have you previously participated in any project with Fashion Label Brasil – Abest?

We had an experience with Fashion Label Brasil – Abest at the end of last year when I was invited to take part in an event where they brought in international buyers from incredible stores. Receiving positive feedback on the brand’s design, colors, quality, and story gave us a lot of confidence and reassurance to invest in this expansion.

Ventura’s Identity

How do you define the brand’s identity?

The main characteristic of our DNA is offering bold design and handcrafted quality eyewear, produced in small batches to meet the dynamic demands of the fashion world. Unlike traditional eyewear brands, which operate with rigid processes and large runs, Ventura brings innovation and flexibility, creating exclusive collections tailored to the unique identity of multibrand boutiques. With a solid heritage in handcrafted eyewear and a bold approach to style, Ventura turns sunglasses into high-impact, customizable accessories that enrich retail assortments and inspire individual expression.

And how do international clients respond to this DNA?

One thing people always say about Ventura is how impressive our variety of models and colors is. Since we also have an optical side—not just fashion—I need models that suit all face shapes and different prescriptions.

What was your strategy for curating the internationally-focused collection?

In this new international positioning, I selected some best-selling models in unique color variations and called it the DNA Ventura Collection. To complement it, I designed a limited-edition collection made with an exclusive Italian acetate sheet, which I called OpArt, based on the 1960s art movement. These two lines will be the stars of our new chapter.

The Origin of It All

We’d like to know a bit about the brand’s trajectory—how it was conceived and how long it took to get established.

My family has been in the optical business since 1945 when my grandfather opened his first store. In 1988, my parents, Deborah and Francisco, identified a demand for distinctive design at more accessible prices. That’s when they created Brazil’s first eyewear boutique in a charming house in the Jardins district — the same address we’re at today — where the fashion world inspired them. My mother created a cozy, family-like atmosphere with clean architecture, and to this day, the store retains that welcoming feeling. Our eyewear has appeared in many editions of São Paulo Fashion Week; for years, we partnered with at least ten brands on the runway.

What are the main features of Ventura eyewear?

Ventura offers Brazilian-designed, handmade products developed with Italian Mazzuchelli acetate and German lenses with UVA/UVB protection. Now that I’ve taken over the brand, I’ve brought in new designs, technologies, and initiatives that, together with our 80-year history, make Ventura a landmark in São Paulo.

Have you done collaborations with other brands or influencers?

We revolutionized the market with exclusive lines, including numbered fabric pieces, which led to a collab with the British brand Basso&Brooke. We’ve also collaborated with artists and influencers like Marília Gabriela and Anna Fasano, and with brands such as Misci, Lino Villaventura, Adriana Degreas, Amém, FRNC, and Lenny.

Ventura Family: The Heart of the Business

You convey a strong connection between the brand and its clients, both through lifestyle and customer service. How long have you worked this way?

Since Ventura’s early days, we’ve been very close to our customers—they’re part of our family. This connection makes people feel like they must stop by and see us. We had a store inside Daslu for over 15 years and learned a lot from Eliana Tranchesi; every detail matters. Today, our focus is our Jardins store, where there’s always a family member to greet friends, along with over 20 points of sale in Brazil and abroad, and our ecommerce, which delivers anywhere.

Do you plan to open a new space in São Paulo?

Soon, I’ll be launching our eyewear space at Cidade Matarazzo, a new landmark in São Paulo and a milestone in my own story. I’m very honored by this invitation—it’s my first solo project in such an important location in the city, and I’ll definitely bring the most exclusive and fashion-forward offerings into this incredible space.

Production and Sustainability

What sustainable practices do you follow, and what materials do you usually work with?

We work with Italian acetate sheets. Acetate is a recyclable and eco-friendly material derived from cotton. It not only reflects a refined fashion sense but also a commitment to environmental preservation. It’s a conscious and stylish way to express concern for sustainability without compromising the quality and glamour associated with high-end fashion. The production of Italian acetate involves using recycled, biodegradable, or renewable source materials, contributing to carbon footprint reduction and promoting a circular economy. Italian acetate eyewear is often designed to be timeless, aiming for durability and resilience. This aligns with the philosophy of conscious consumption, encouraging customers to invest in pieces that go beyond fleeting trends.

How would you define your design process?

We have a family database of models that have stood the test of time. Bridging the fashion world with optical health has always been a challenge. When I design our frames, I always bring in classic elements and the language of our original models. Reflecting this in the pieces is the greatest legacy past generations have left me. All production—both frames and lenses—is closely monitored by us to ensure the best aesthetic and technical results.

Which products are Ventura’s best sellers?

In the DNA campaign, I selected pieces that are our signature when people think of Ventura. Round, cat-eye, square styles, in color variations that express this new phase. I feel this collection offers the complete mix for those seeking unique, artisanal, and authentic products—with a Brazilian twist and optical quality.

Eyewear as a Fashion Statement

What role do eyewear play in building a fashion look?

Eyewear tells a story—it says who you are, what you want to express, how you’re feeling. Those who wear Ventura can spot others wearing it too. It’s more than a pair of glasses—it’s a piece of São Paulo, a piece of our history, our heritage, our family. And this attention to timeless details is what makes Ventura special. I often hear people say when they put on our glasses, “These are definitely the best glasses I’ve ever had!” And that is priceless.

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Ventura: Brand Snapshot

Name: Ventura

Segment: Eyewear

Where it sells: Physical store in São Paulo (R. Bela Cintra, 1845, Jardins) and points of sale in cities like Rio de Janeiro, Salvador, Lisbon, Singapore, José Ignacio, and the Bahamas.

Where it’s made: Handmade in Brazil

Founded: 1988

Official Website: www.oticaventura.com.br

Instagram: @oticaventura

By Juliana Lopes – fashion journalist and consultant. @j.u.lopes

Also part of this week’s agenda in Paris, @AbestOficial joined other organizations with sectorial projects supported by @ApexBrasil — including @Abit_Brasil, @Abicalcadosoficial, @AbihpecOficial, and @BrazilianLeather — at the Brazil-France Economic Forum, which featured the presence of President Luiz Inácio Lula da Silva.

This meeting served as a strategic step toward strengthening ties between the two countries.

Key highlights of the event included the importance of the Mercosur–European Union agreement and the united efforts of both nations in tackling climate change, among the forum’s most significant outcomes.