What IMPT! Is: A Unique Urban Fashion Journey
Founded in 2015, IMPT! is a lifestyle brand emerging from Rio de Janeiro – more precisely from OLARIA – that has redefined urban fashion. Established by Victor Hugo and Carolina Ramos, the brand was born with the mission to promote a lifestyle that values the transforming and relevant power of those who refuse to conform to limiting barriers. IMPT! exudes a global vision while proudly drawing inspiration from its local roots in the northern zone of Rio, emphasizing optimism, tranquility, confidence, elegance, and nobility in every creation. The brand’s name, an abbreviation for the word “important,” perfectly encapsulates its commitment to what truly matters.
Key Benefits and Notable Achievements
- Founded in 2015 by visionary founders Victor Hugo and Carolina Ramos.
- Rooted in the vibrant culture of OLARIA, Rio de Janeiro.
- Embraces a global outlook enriched by local traditions and creative excellence.
- Invests 10% of revenue, with 2% dedicated to local non-profit organizations and 2.5% of time supporting local artists and collaborative projects.
- Connected deeply with urban fashion, music, and contemporary art, leading to the slogan: “Music is the fuel. Fashion is the expression. Imagination is the designer.”
- A Certified B Corp pioneer with a bcorp score of 119.1, proudly standing as the first black-owned brand in Brazil’s global streetwear market.
Infusing Local Culture into Every Stitch
The brand not only represents a style but a way of life that champions the energy and creative spirit of its local community. By drinking from the sources of northern Rio’s culture, IMPT! captures the rhythms, colors, and vibrancy of everyday life in OLARIA. This fusion of cultural depth and modern design creates pieces that feel personal, bold, and unmistakably urban… reflecting the natural flow and pulse of the metropolis. Each garment is a tribute to Rio’s dynamic environment, blending streetwear with heart and local authenticity.
Artistic and Musical Inspirations Behind the Brand
Beyond its fashion appeal, IMPT! is intrinsically linked to the worlds of music and contemporary art. This connection is celebrated in the brand’s inspiring slogan, “Music is the fuel. Fashion is the expression. Imagination is the designer.” The intersections of sound, visual art, and style not only serve as creative muses but also propel IMPT! into a realm where art transcends traditional boundaries. The brand’s pieces act as canvases—each one telling a story of artistic exploration and vibrant musical influence, inviting urban enthusiasts to express themselves boldly.
Social Business with Impact and Heart
As a natural extension of its unconformed DNA, IMPT! functions as a social business with a profound commitment to community development. This involves investing 10% of its revenue into uplifting local causes—with 2% directly channeled to non-profit organizations—and dedicating 2.5% of its operational time to support local artists and collaborative creative projects. The brand’s approach is more than just fashion; it is a movement towards social responsibility, community engagement, and creative empowerment. It celebrates the art of giving back and recognizes that success in urban fashion is intricately linked to social impact.
A Fusion of Global Vision and Local Identity
IMPT! has managed to maintain its edgy appeal within the global streetwear market while remaining deeply committed to its local, Brazilian roots. The creative direction led by Victor Hugo Ramos ensures that every piece is imbued with a positive outlook that celebrates creative excellence. With each collection, the brand continuously captures the essence of urban life in Rio de Janeiro – a subtle nod to sophistication and natural, local luxury blended seamlessly. There is a palpable energy in this fusion that makes every design feel both rooted in tradition and boldly innovative.
IMPT!’s Global Impact on Sustainability Goals
- SDG 8 – Promoting inclusive and sustainable economic growth through mindful investment in local communities.
- SDG 11 – Enhancing sustainable cities and communities by celebrating and preserving local cultural identities.
- SDG 12 – Championing responsible consumption and production patterns in the global streetwear market.
- SDG 17 – Fostering partnerships and collaborations that drive social innovation across borders.
Celebrating the Spirit of Creative Excellence
IMPT! stands as a testament to the idea that fashion can be both a medium of self-expression and a vehicle for social change. By integrating the dynamic influences of urban art, music, and a steadfast commitment to local empowerment, the brand has carved out a unique niche in the apparel industry. Its journey celebrates creative excellence every step of the way while ensuring that important values are never compromised. Through a blend of visionary design, local passion, and sustainable practices, IMPT! continues to inspire and challenge conventional limits within the realm of urban fashion… a genuine celebration of what is really important in life.
