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URBAN DENIM, INSPIRED BY NATURE

LEVI’S® X FARM RIO

This Levi’s® x FARM Rio collaboration marks the first time Levi’s® has teamed up with a Brazilian brand. So we asked FARM Rio cofounder Kátia Barros about the connection between urban life and nature, why capturing the beauty around us is so important, what makes Rio de Janeiro so special, and much more.

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When was FARM Rio founded? Why?

We launched in 1997. Here, we like to say we exist to connect with people and help them along their journey of self-knowledge. We try to connect people to natural beauty that manifests in culture, Brazilian authenticity and in the Carioca lifestyle. That's what moves us.

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Why did FARM Rio partner with Levi’s®?

We are passionate about classics! And we’re trying to expand globally. So it made sense to combine the authenticity of a Brazilian classic with an American classic to create a brand-new product never seen before worldwide.

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FARM Rio is all about the connection between city life and nature. How do you bring those together?

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We are Cariocas. We were born in Rio de Janeiro. Rio is a tropical city of 10 million inhabitants. Here, there’s always a connection between our paradisiacal existence and urban life.

What makes the Carioca lifestyle such a source of inspiration?

Cariocas look at life in a singular way. We don’t separate nature from our hectic daily routine, friendly relationships from formal ones, or joy from sadness. This is our essence — we call it "borogodó". The only way to understand it is experiencing it.

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Why is capturing the beauty of the natural world so important?

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The most powerful weapon for preservation is reminding people that they are one with nature. FARM seeks this relationship through everything we do. Our prints are a great visual tribute to the beauty and diversity of nature that inspires us so much. We are nature-lovers.

Levi’s® and FARM Rio are teaming up to plant 14,000 trees in Brazil. What are some things everyone can do to preserve and improve the natural world in our daily lives?

We launched in 1997. Here, we like to say we exist to connect with people and help them along their journey of self-knowledge. We try to connect people to natural beauty that manifests in culture, Brazilian authenticity and in the Carioca lifestyle. That's what moves us.

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Levi’s® x FARM Rio collection is available at K11 MUSEA store, Silvercord store and online.

K11 MUSEA

Address: Shop 323 ,Level 3, K11 MUSEA, Victoria Dockside, Tsim Sha Tsui

Telephone: 3188 5402

Opening Hours: 10:00am - 09:30pm

 

Silvercord

Address: Shop 48-52, LG/F., Silvercord, Tsim Sha Tsui, KLN

Telephone: 3101 0531

Opening Hours: 11:30am - 09:30pm