AHLMA
AHLMA is a Brazilian fashion brand from Rio de Janeiro built around reused, organic and recycled materials. Co-created by André Carvalhal with Grupo Reserva, it sells clothing and objects online and through its Leblon concept space.
| Origin | Rio de Janeiro, Brazil |
|---|---|
| Co-creator | André Carvalhal |
| Backer | Grupo Reserva |
| Concept space | Leblon, Rio de Janeiro |
| Website | ahlma.com.br |
What is AHLMA?
AHLMA is a purpose-led fashion brand from Rio de Janeiro, conceived by co-creative director André Carvalhal together with Grupo Reserva. It was designed around sustainability and collaboration rather than a conventional seasonal collection model.
Products and positioning
AHLMA reverses the usual design process by first sourcing available materials for reuse and then creating products from them. It favours organic, biodegradable and recycled materials and designs pieces to last longer.
- Monthly collections created with around 30 collaborators and emerging designers
- Products from partner brands such as Vert and Zerezes
- A wider lifestyle range from scented candles to motorcycle helmets
Distribution
The brand sells online and through the Academia da AHLMA in Leblon, a space that combines a shop with services such as an ecological laundry, a personalisation lab, a clothing library and a local producers' market. Customers can also join co-creation briefings through a crowdsourcing platform.
Why it matters
AHLMA is an early Brazilian example of a fashion brand designed around upcycling, co-creation and services, testing alternatives to the traditional collection cycle.
Frequently asked questions
Where is AHLMA from?
AHLMA is a Brazilian brand from Rio de Janeiro, with a concept space in Leblon.
What is AHLMA known for?
AHLMA is known for using reused, organic and recycled materials and for co-creating collections with independent designers.