Approve
Approve is a Brazilian streetwear brand started around 2012 by Leo Picon and friends, known for genderless hoodies, tees and accessories. It has grown through digital media and collaborations with retailers and global brands.
| Country | Brazil |
|---|---|
| Founder | Leo Picon |
| Launched | Around 2012 |
| Manifesto | Approve Yourself |
| Website | approve.com.br |
What is Approve?
Approve is a streetwear brand from Brazil started by Leo Picon and his friends, beginning in his home. The brand celebrated its tenth anniversary in 2022 and grew organically through digital media.
Products and positioning
Approve designs creative, genderless clothing built around the manifesto Approve Yourself, the idea that each person is unique and their own approval matters most. The range includes:
- Hoodies, tops and t-shirts
- Trousers, cargo pants and cropped jeans
- Intimate apparel
- Accessories such as beanies, and sneakers in collaboration collections
Collaborations
The brand has become known for partnerships with large companies. For its tenth anniversary in 2022 it released a collection with the Brazilian retailer Riachuelo, sold online and in Riachuelo stores, which included its first exclusive sneaker. Approve has also launched streetwear collections with the NFL, Fanta and Sprite.
Why it matters
Approve shows how a Brazilian streetwear label born online can use brand collaborations and mass-market retail partnerships to reach a much wider audience.
Frequently asked questions
Who founded Approve?
Approve was started by Leo Picon together with friends, beginning in his home.
What does Approve sell?
Approve sells genderless streetwear such as hoodies, t-shirts, trousers and accessories.
