On the eve of the football World Cup, luxury clothing brand Manzan Brand is investing R$200,000 in a collection inspired by elements of Brazilian symbols. The expectation is to triple the value in revenue to surf the “Brasilcore” wave.
With the idea of capturing the increase in retail spending promoted by the World Cup, the launch is made in a capsule collection format, with 21 pieces, a smaller number than conventional mass retail collections.
“The investment in this collection follows the pattern of strategic launches of the brand, focusing mainly on product development, choice of materials and execution of manual embroidery”, says Letícia Manzan. “We’re not just making clothes to cheer; we’re delivering fashion assets that have resale value and exclusivity.”
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In addition to direct sales, the collection also plays an important role in positioning and generating flow, points out Manzan. The expectation of tripling revenue with an investment of R$200,000 in the collection is driven by an increase in the average ticket and the demand for personalized pieces.
The luxury sector in Brazil generated a turnover of around R$100 billion in 2025 and the tendency is for World Cup years to increase spending in the experience and retail sectors.
Although Brazilians are preparing to cheer in the colors green, blue and yellow, “brasilcore” is a global trend that explores both visual elements of the national flag and national identity and culture, ranging from shirts inspired by football teams to flip-flops.
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“Major sporting events, such as the World Cup and the Olympics, have always moved the fashion market because they generate a collective phenomenon of desire, belonging and visual identity. The difference is that, today, sport is no longer seen just as a uniform or merchandising and has started to be treated as a cultural language”, says Manzan.
The universe of sporting goods has collided with the luxury market in recent years, with brands such as MiuMiu, Balenciaga and Louis Vuitton betting on incorporating codes of sports aesthetics, says the designer.
