When the three partners—Rony Meisler, Fernando Sigal, and Diogo Mariani—baptized the label with the name of their favorite beach, Reserva was born; that is, from the will to bring new oxygen to the men’s fashion scene in Brazil.

The brand was made for the young and urban man, who is an adventurer: he loves to travel and visit new places, tribes, and formats. Therefore, the clothes have personality and are comfortable and functional. Reserva’s symbol is a woodpecker—a very Brazilian mascot.

The “boys” of Reserva have been friends since childhood—a group that dictates the inspiring lifestyle of the brand. Before its creation, Rony was a production engineer working as a consultant for a multinational; while Fernando, advertising executive, managed the family business in the area of commerce and farming. Diogo Mariani, who entered later in the team, operated in the financial market.

One day in the gym, they noticed that all the guys dressed in the same board shorts—a supply problem in the market. With the phrase “Be yourself, but not always the same,” they made 300 board shorts, which depleted in 45 days. They then produced the first collection with the money that they earned and resigned from their jobs to start distributing Reserva for reseller companies.

Today with eight stores—five in Rio de Janeiro, two in São Paulo, and one in Salvador—the products are sold through 350 resellers all over the country.

Photos & video SãoFashion Week 2010 Copyright Reserva.
Text Courtesy of TNT Assessoria.

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