Sumol surprises once again with the creation of a pop-up store in the Degrau space (Rua do Alecrim) launching the ‘Sumol X’ an irreverent collection that brings together eight Portuguese brands. “‘Sumol X’ is the materialization of the new Sumol image and positioning by eight different brands. Each brand has interpreted Sumol’s new position and image in its own way maintaining the authenticity of each one, so all brands have had creative freedom to interpret their Sumol universe style, said “the company in a statement.
The brand challenged the fashion designer Alexandra Moura for her irreverence and unique identity; the Latte that at the moment is a reference of urban culture; the iconic Monte Campo brand that is the tailor of the Portuguese backpacks; the young and irreverent brands 38Graus (swimwear), Mustique (shirts) and Flowt (surfboards); the partner since the first year, the Degrau with the brand Paez. The project developed for Moda Lisboa with Alexandra Moura was already anticipating what was coming. The Sumol / Alexandra Moura partnership also includes a part of the collection created by the son of the designer who designed a piece that was materialized in a kid’s t-shirt because he was in love with the Sumol brand through the Kiddo brand.
The brand manager of Sumol, Bruno Oliveira, emphasizes that “this collection reinforces the new positioning – ‘proudly Sumol'”. “We launched a cool and irreverent concept without any shame and all the brands were not ashamed to risk maintaining its authenticity and reinforcing the Sumol brand as wearable and love brand,” he says.
The Pop-Up Store has an innovative concept and was developed and implemented by the Oficina, the collection was photographed by Mind Cut, the photos transformed by designer Filipa Freire and the video is Madstudios.