“And what is that message?” I ask. “Last time we met you told us briefly about OMO’s ‘Dirt is Good’ campaign, but how do you develop such a concept to suit your widely diverse markets across the globe?”

"Dirt is Good" - by Aline Santos Farhat

- A truly global brand -

“This is exactly the question Unilever faced back in 2002,” Aline says with a smile. “We had a product with over 40 different brand names worldwide, all with their own packaging, positioning and advertising.”

She pulls up a set of slides on her iPad and shows us the different brand campaigns from the early 2000s. It is immediately clear that OMO’s message inBrazilwas quite different from the brand image of Surf inIndia, Skip inFranceor Breeze inThailand, which in turn seemed to have little to do with the brand positioning of Persil in theUK,AlainArgentinaor Rinso inIndonesia.

“Wow,” says Anouk, “talk about a challenge! I see what you mean: the brands were very diverse in their messaging.” “Yes and no,” says Aline as she shuts down the presentation and turns back to us. “Yes, because the messages were so out of tune with each other that there was no global positioning – no strong single message.”

OMO - "Dirt is good" by Aline Santos Farhat

- The threat of commoditization -

“But on another level, OMO and its sister brands were just detergents telling the same old story that dirt is bad, with nothing to distinguish OMO from the rest of the market. OMO was sending out more or less the same message as everyone else, using the same language and the same images. That is a great danger in this market: the threat of commoditization.”

As Aline explains this, I try to think of recent detergent campaigns and realise that I can’t clearly remember a single one – they all seem to blend into a single ad about micro particles deeply penetrating fibres and lifting away stains, and mothers hanging bright white sheets on clotheslines.

“You’re right,” says Anouk, “if you think about it, all the detergent brands’ messages were the same, promising ‘stain removal’ ‘best ever results,’ etcetera… it was all totally forgettable.”

OMO - "Dirt is good" by Aline Santos Farhat

- Brand with a purpose -

“Exactly,” says Aline. “Unilever realised that we needed to take a different approach: we needed a purpose. We didn’t want to just be talking about ketchup stains anymore; we wanted to ladder up from a product to a human idea. We needed a relevant message that mothers would remember even after the laundry was folded away in the cupboard. Brands without a greater purpose have no future in today’s competitive market.”
“And this is where ‘Dirt is Good’ comes in!” I say. “I’m starting to see the genius of this strategy. ‘Dirt is Good’ conveys a radically different message and instantly distinguishes you from the rest of the market. It is an intriguing message from a detergent brand, so it grabs consumers’ attention.”

“That’s right, but it’s only one part of it,” says Aline with a confident smile. “Cleaning children’s clothes was nothing new, and if we just celebrated the enjoyment of getting dirty, the brand would never have become so successful. Instead, we started promoting the idea that there is some deeper benefit to be had from getting dirty. We conducted global research directly with mums to help us really understand their concerns, so we knew this idea would resonate with them. With a line that ‘There’s no Learning without Stains’, OMO started to show how getting dirty is an integral part of children’s development.”

- The right to play -

“We are encouraging mothers to let their kids play, explore and discover. Let them dig into the sand and the mud, make paintings, climb in trees, play football – anything that will stimulate their minds and help them grow mentally and physically. The message to mothers is: ‘You take care of your child’s development, we will take care of the laundry.’”

“Very cool,” says Anouk, “from being ‘just another detergent’, you are now taking a stand for children’s rights and really engaging in a global debate.”

“It has been a huge challenge, but also a great success that has resonated globally in all the very diverse markets we operate in.”

“Yeah, so tell us how you translated this core concept into advertising campaigns in different markets,” Anouk says.

Aline immediately opens up another set of slides on her iPad. “In Africa and some parts ofLatin America, we showed children overcoming their fears and getting dirty in the process.

“InVietnam, the brand has such an iconic status that we managed to influence the government and change the school curriculum with our ‘Dirt is Good’ campaign. Now kids inVietnamget recess during the school day, and therefore time to play and develop,” says Aline.

“In theUK, our PR film featured a little girl baking a cake. She gets her clothes all sticky in the process, but she is thrilled to be mixing the ingredients and decorating the cake all on her own.”

“By telling these small personal stories in local contexts, we really struck a chord with mothers and built up huge brand loyalty at a global level. Obviously, this great brand purpose has to be supported by a great detergent,” Aline concludes, as she shuts down the presentation.

- Child Development okay, but what about the profit? -

“So what has this meant for sales?” Anouk asks. “Does engaging in a deeper purpose like child development actually translate into tangible growth?”

“Absolutely, all you have to do is look at the figures: in less than a decade OMO has seen double-digit growth year on year, from less than $400 million to over $3billion. It has become one of the biggest Unilever brands.”

“Wow,” I say as I look at Anouk and then back at Aline, “the ultimate proof, if we still needed it, that dirt really is good!”

Tags: Aline Santos Farhat, CoolBrands, OMO, Unilever, #CoolBrands, CoolBrandsHouse, Brazil, São Paulo, Dirt is Good, Every Child has the right to play, Aline, Santos, Farhat,  

Twenty minutes later, we arrive at the Pinacoteca, Brazil’s oldest and perhaps most important museum, which is housed in an impressive classical building. This is where we are meeting Aline Santos Farhat, the senior global brand vice-president for OMO detergents. We find Aline in the museum café, sitting on the terrace overlooking the park. “Instead of meeting in my office, I wanted to bring you here, to tell you my story in the right setting,” Aline says, pointing at the large trees in the park. We look at the trees and back at Aline. “Is Omo into tree washing these days?” Anouk asks.

Aline laughs. “No, not the trees, it’s about the children playing behind the trees,” she says, and indeed, in the distance we see kids running around in the shade of the trees.

Dirt is good - by Aline Santos Farhat

“A few years ago, we were sending out more or less the same message as all the other detergent brands: ‘Dirt is bad, stains are bad’. We were using the same language and the same images as everyone else. We realised this was dangerous: there was a threat of commoditization – OMO was becoming ‘just’ another brand. Besides, we didn’t want to just be talking about ketchup stains anymore; we needed a message that mothers would remember even after the laundry was folded away in the cupboard. We realised that brands without a greater purpose have no future in today’s competitive market.”

“So Unilever came up with the ‘Dirt is Good’ concept, which was a revolution in detergent land. Dirt is usually the enemy. We started encouraging parents to let their children play outside more and discover the world. ‘Let them get dirty,’ we told them, ‘OMO will take care of it.’”

Aline points at the trees – or rather at the children behind the trees. “I remember my own childhood: I played outside with my brothers all the time, climbing trees, building tree houses, running around, feeling free and getting the opportunity to explore the world around me. This is not only important for kids, but also for the adults they will become.”

The São Paulo sun is shining as we leave the café and stroll into the park. I watch the kids running around and ask Aline: “So ‘Dirt is Good’ has become a philosophy?”

She pauses for a few seconds. “You could say that it has outgrown OMO as a product and has become a wake-up call for mothers.”

Dirt is good - by Aline Santos Farhat

“Using OMO as a vehicle, we started spreading the message about the importance of playing and exploring – the physical and emotional development that go with it. Children have the right to play, to be children,” says Aline. “Of course, in the end, we are a detergent brand and I have to make sure we grow our business, but we also want to make sure that we have a purpose in society.”

We walk back towards the Pinacoteca and I turn to Aline. “It is a most interesting challenge you have, creating a higher purpose for a detergent,” I say. “It probably isn’t a walk in the park at all.”

Tags: Aline Santos Farhat, CoolBrands, OMO, Unilever, #CoolBrands, CoolBrandsHouse, Brazil, São Paulo, Dirt is Good, Every Child has the right to play,  

Wash & Coffee Amsterdam – Lieke van Lexmond – Stijn de Beer – Jean-Baptiste Santoul – Lutz Melhorn – Wash and Coffee – Amsterdam – Henkel – Persil -

AMSTERDAM, vrijdag 9 september 2011 – Op één plek de was doen, koffiedrinken, studeren, lunchen en online werken: vanaf vandaag kunnen vooral Amsterdammers hiervoor terecht bij de eerste Wash & Coffee van Nederland. Deze wassalon en koffiebar in één op het Marie Heinekenplein (Quellijnstraat 90) in Amsterdam werd vanmiddag door Lieke van Lexmond geopend. De tweede Wash & Coffee ter wereld is het resultaat van een internationale samenwerking tussen Bosch en Persil.

Wash & Coffee is een ontmoetingsplaats waar bezoekers hun was kunnen doen terwijl ze genieten van koffiespecialiteiten en broodjes. Frans-Anno Tweebeeke en Jean Baptiste Santoul, algemeen directeuren van BSH Huishoudapparaten B.V. en Henkel Benelux, zijn verheugd Wash & Coffee in Amsterdam te openen: “Voor zowel Bosch als Persil is het een ideale plek om direct met consumenten in dialoog te zijn en bijvoorbeeld waservaringen uit te wisselen en productinnovaties te toetsen.” Met dit unieke concept bieden Bosch en Persil een beleving die inspeelt op de trend dat consumenten steeds vaker activiteiten combineren om hun kostbare tijd nuttig te besteden. De opening van Wash & Coffee Amsterdam volgt na een succesvolle introductie in 2010 in München.

Wasserette 2.0 maakt van wassen een beleving
Gratis Wifi in het loungegedeelte biedt de mogelijkheid om te studeren of te werken tijdens het wachten op de was. Daarnaast heeft Wash & Coffee een was- en strijkservice die het mogelijk maakt om het gehele wastraject uit handen te geven. Zo wordt de noodzakelijke huishoudelijke taak een aangename bezigheid. Ook worden bij Wash & Coffee regelmatig diverse evenementen georganiseerd, zoals een stand-up comedy avond of een workshop strijken voor studenten.

Duurzaam wassen met digitale wastips
Met het Wash & Coffee concept wordt een van de eerste wasserettes in Nederland geïntroduceerd, waarbij consumenten duurzaam kunnen wassen. Zo zijn de wasmachines en drogers van Bosch energie- en waterbesparend. Het ecologische wasmiddel van Persil zorgt voor een schoon wasresultaat met een minimale belasting voor het milieu. Daarnaast is het de enige wassalon waar het personeel getraind is om advies te geven over de verschillende beschikbare wasmachines, -drogers en wasproducten. Bezoekers kunnen via iPads aan de muur ook gebruik maken van digitaal wasadvies.

Wash & Coffee Amsterdam, Lieke van Lexmond, Stijn de Beer, Jean-Baptiste Santoul, Lutz Melhorn, Wash and Coffee, Amsterdam, Henkel, Persil

“We travel the world in quest for interesting brand stories. Our first question when we meet a CMO or CEO is: “What’s your story?” We talk about branding, personal vision and Corporate Responsibility. We engineer a wow-factor and stickiness into the stories to create talk value. You want people to talk about your brand. When the talk about you, you’re in the evoked set. When the stories are positive, you might be in the consideration set.

“From Word of Mouth to Word of Mouse”

“The Y-Generation, or Millennials, has a more critical and self-deciding mentality, which requires a new, horizontal approach. These people must be considered and treated as equals. As a result, the only way to get to them is by horizontal communication, or horizontal influence. Internet allows brands to spread the word. Not top down, but as input for Consumer Generated Content. Provide the information, be genuine and let it lead its own life in the realm of word of mouth. Let the mouse run!”

“Seeding the Web”

“The first thing to do when you want to tell the brand story online is to cool the content. The story with stickiness and a wow factor can then be activated through social networks, theme-related blogs, pod casting, video casting, RSS feeds and other consumer generated media. The content that is seeded online can cover all kinds of stories, anecdotes, experiences, testimonials from people within the company or from outsiders.”

TAGS:

Maarten Schäfer, wow-factor, stickiness, storytelling, CoolBrands, Storytelling artist, storytelling guru, transmedia storytelling, talk-value, Maarten, Schafer, Marteen, Cool Brands, Cool, Brands, House, CoolBrands House

LINKS:

http://www.cooltravel.org http://www.coolbrands.org http://www.cooltravelcafe.org http://www.cooltravelforest.org http://www.coolbrandshouse.org http://www.coolbrandshouse.nl http://www.scribd.com/people/view/5960770-maarten-sch-fer http://picasaweb.google.nl/MaartenSchaferCool/MaartenSchaferForCoolTravelTransmediaStorytelling?feat=directlink http://esnips.com/user/maartenschafer  http://nl.linkedin.com/in/maartenschafer http://maartenschafer.skyrock.com http://en.netlog.com/maartenschafer  http://twitter.com/MaartenSchafer http://twitter.com/CoolTravelorg http://twitter.com/coolrainforest  http://cooltravel-stories.blogspot.com/  http://maartenschafer.blogspot.com/ http://flickr.com/photos/maartenschafer/  http://www.youtube.com/user/CoolStoryTelling http://digg.com/users/MaartenSchafer  http://www.stumbleupon.com/stumbler/MaartenSchafer/  http://www.myspace.com/maartenschafer  http://coolbrands.hyves.nl/  http://nl.gravatar.com/maartenschafer  http://maartenschafer.wordpress.com/

Oskar Metsavaht and Juliana Suassuna - The making of OSKLEN ROYAL BLACK

OSKLEN ROYAL BLACK - The 'making-of' by CoolBrands

OSKLEN by CoolBrands - Oskar Metsavaht, Juliana Suassuna, Ana Amélia Metsavaht, Nelson Camargo, Zee Nunes, Pedro Sales, Lyne Desnoyers

OSKLEN 'ROYAL BLACK' - THE MAKING-OF by CoolBrands

CoolBrands - Oskar Metsavaht, Juliana Suassuna and Anouk Pappers - OSKLEN the Royal Black collection

OSKLEN 'Royal Black' - 'the fitting' photo by CoolBrands

OSKLEN by CoolBrands - Oskar Metsavaht, Juliana Suassuna, Ana Amélia Metsavaht, Nelson Camargo, Zee Nunes, Pedro Sales, Lyne Desnoyers

Oskar Metsavaht creating the OSKLEN ROYAL BLACK collection - photo by CoolBrands

Making-of the Royal Black collection by CoolBrands - Oskar Metsavaht and Juliana Suassuna - OSKLEN the Royal Black collection

Oskar Metsavaht and Anouk Pappers of CoolBrands

OSKLEN 'ROYAL BLACK' - THE MAKING-OF by CoolBrands

OSKLEN 'ROYAL BLACK' - THE MAKING-OF by CoolBrands

Oskar Metsavaht creating the OSKLEN ROYAL BLACK collection - photo by CoolBrands

Nelson Camargo - Marketing manager OSKLEN - Photo by CoolBrands

Maarten Schäfer and Oskar Metsavaht - CoolBrands meets OSKLEN

OSKLEN 'ROYAL BLACK' - THE MAKING-OF by CoolBrands

OSKLEN 'ROYAL BLACK' - THE MAKING-OF by CoolBrands

Nelson Camargo at the 'fitting' of the OSKLEN ROYAL BLACK collection - photo by CoolBrands

Creating the Osklen Royal Black collection

Maarten Schäfer (CoolBrands) during the 'making-of' OSKLEN ROYAL BLACK

TAGS: CoolBrands – “OSKLEN catwalk on the São Paulo Fashion Week” – We were invited by Oskar Metsavaht to witness the presentation of the ‘Royal Black Collection’. In this collection he pays tribute to the influences and the aesthetics of the African culture in Brazil. The silhouettes are simple, clean and pure. In the fabrics he uses the e-fabrics silk with PET, 100% silk and 100% silk straw knitting. The colors are predominantly white and naturals; black and gold.
“Meeting OSKLEN” “Meeting Oskar Metsavaht” “CoolBrands meets Oskar Metsavaht” “Oskar Metsavaht” OSKLEN Oskar Metsavaht “ROYAL BLACK” ROYALBLACK “instituto e” e-fabrics “Royal Black Collection” SPFW “Sao Paulo Fashion Week” CoolBrands “CoolBrands House” “CoolBrands Storytelling” Storytelling African Culture “African Culture” “Oskar Metsavaht” “Juliana Suassuna” “Ana Amélia Metsavaht” “Nelson Camargo” “Zee Nunes” “Pedro Sales” “Lyne Desnoyers” OM.art

Anouk Pappers and Maarten Schäfer (CoolBrands) at the São Paulo Fashion Week

Tags: Antonio Salgueiro, Africa, Anouk Pappers, CoolBrands, Meeting Antonio Salgueiro, São Paulo Fashion Week, Antonio, Salgueiro, Anouk, Pappers, Meeting Antonio Salgueiro, São Paulo, Fashion Week, Melissa shoes, Plastic Dreams, Melissa, Luciana Carboni Ceccon,  Luciana, Carboni, Ceccon, Luciana Ceccon, Meeting Melissa,  Meeting CoolBrands, Melissa at the São Paulo Fashion Week,  Luciana Carboni Ceccon and Anouk Pappers, CoolBrands House, CoolBrandsHouse, CoolBrands Storytelling, Storytelling, Paulo Filho, Paulo Pedo Filho, Paulinho Filho

Pinacoteca in São Paulo

After 20 minutes we arrive at the Pinacoteca where we have a meeting with Aline Santos, global brand vice-president for Omo. We find her on the terrace of the Pinacoteca café which has a view on the park. “Instead of meeting in my office, I wanted to find the right environment for telling my story”, Aline says, while pointing at some of the huge trees in the park next to the terrace. We look at the trees and back to Aline “Is Omo in washing trees now?” we ask. “Not the trees…” she replies “the children playing behind the trees.”

A walk in the park with Aline Santos

‘We came up with the idea Dirt is good, a few years ago, which was a revolution in detergent land, where dirt used to be the enemy. We started stimulating parents to let their children play outside more. Let your kids discover the world, let them get dirty and Omo will take care of the dirt. What started as an idea behind a campaign has grown to be something of another dimension. We discovered that there are many different reasons why children don’t play outside: Safety, disciplined education, lack of space and many more reasons.”

A walk in the park with Aline Santos

Aline points at the trees, or rather at the children behind the trees “I remember my own childhood, I was playing outside with my brothers all the time, climbing trees, building tree houses, running around, feeling free and getting the opportunity to explore the world around us. This is not only important for a kid, but also for the adult he or she will become”.

The São Paulo sun is shining in the park, we leave the café, start walking in the direction of the children and stop in the shade of the huge trees. I watch the running children, then turn to Aline “So Dirt is Good has become a philosophy?” She pauses for a few seconds. “You can say that it has outgrown Omo as a product and has become a wake-up call for mothers.”

“Using Omo as the vehicle, we started spreading the message about the importance of playing and exploring. The physical and emotional development that go with it. Children have the right to play, to be a child. Of course, in the end we are a detergent producer and I have to make sure we sell enough products, but we make sure that we have a purpose in society.”

We walk back in the direction of the Pinacoteca and I turn to Aline “Thanks for your story. A most interesting challenge you have, to create a higher purpose for a detergent” I say. “It probably isn’t a walk in the park at all.”

Tags: good, dirt, branding, omo, santos, unilever, aline, coolbrands, aline santos, vicepresident omo, omo global, aline santos story, omo and coolbrands, aline santos and coolbrands, every child has the right, every child has the right to play, dirt is good, unilever, Meeting Aline Santos, brazil, unilever brasil

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Meeting Lenny Niemeyer on the Rio Fashion Show

We enter the former warehouse where the Rio Fashion Show is taking place and head straight for the reception. “Boa tarde, we have a meeting with Lenny Niemeyer.” The building is beautifully renovated without hiding its origins as a warehouse. We make our way through the venue where the guests, a mix of cool, fashionable, young and old, many journalists  are arriving. Lenny exudes a Zen-like calm, which is surprising as her new swim wear collection is going on show in less than an hour. “During the creation of the collection, I’m nervous and even insecure: creating the story behind the collection, finding the print, the materials and the colors,” she says, moving her arms as though she were painting the air. “Once the creative process is over, I relax.”

Maarten Schäfer (CoolBrands) and Lenny Niemeyer

From where we are standing, we can see the catwalk, while Lenny can at the same time keep her eye on the goings-on backstage. In the dressing room the air is filled with an electric excitement as models, hair stylists and make-up artists crowd around the mirrors. Meanwhile guests are pouring into the space and jostling for seats near the catwalk. As the tension rises backstage and the anticipation becomes palpable among the audience, Lenny loses some of her composure. She disappears backstage and re-emerges two minutes later. “Showtime!”

Rio Fashion Show

We know the previous collection – Lenny even offered me a bikini for my birthday. “My main aim is to help women feel perfect,” she says without taking her eyes off the models. “When you meet somebody in São Paulo, you go to a restaurant or theatre play. When you meet somebody in Rio, chances are you will end up at the beach at some point. On the beach, you can’t hide and so you need the very best tools to present yourself. My beachwear is there to help you.” “Look at the print on the bikini that the first model is wearing,” she says, pointing at the catwalk. “I get my inspiration for prints and colours from all over the world. For this collection I went to Asia and Africa. This particular design is drawn from the TingaTinga painting style from Tanzania in which they use shiny bicycle paint to depict animals in a primitive way.” The result is a lively bikini print with small fish swimming in random directions. “By traveling the world for inspiration, I bring the world to Brazil,” she says before disappearing backstage again.

The models strut their stuff over the catwalk, and in doing so, not only show off the exquisite swim wear, but also tell the story of Lenny’s quest for inspiration around the world.

Rio Fashion Show

Tags: Carioca, swimwear, Lenny, Niemeyer, rio de janeiro, beachwear, maarten schafer, Lenny Niemeyer, maarten and lenny, maarten schäfer and lenny niemeyer, lenny swimwear, lenny beachwear, rio fashion show, carioca lifestyle, lenny catwalk, lenny fashion show, meeting lenny at the rio fashion show, meeting lenny, meeting lenny niemeyer, meeting lenny niemeyer at the rio fashion week

http://www.scribd.com/doc/50818902/Meeting-Lenny-Niemeyer-at-the-Rio-Fashion-Show

http://www.coolbrandshouse.nl/

http://www.flickr.com/photos/maartenschafer/5527014355/

We arrive at Arpoador beach where we have a meeting with Oskar Metsavaht, a man with many talents: fashion-designer, creator, filmmaker, artist, entrepreneur… the list is long, the talents are diverse. But what we want to talk about today, is Oskar’s view on the Brazilian Soul. “I want to promote Brazil as the sustainable country of the world” Oskar starts. “If you think about it, you could say that every continent or country has a distinct feature”, he says, waving his arm in the direction of the ocean. “In the US that would be entertainment, in Europe culture, in India spirituality and in Asia technology.” He pauses his speech and takes a sip of his coconut juice. “And Brazil?” he continues. “What does Brazil have what the other countries lost, many years ago?” The word Samba pops up in my mind, but probably not being the right answer, I do not pronounce it. “Nature!” Oskar exclaims. “Nature, rainforest, natural resources.” Oskar is now pointing in the opposite direction of the ocean, probably towards the Amazon Rainforest, 3.000 km Northwest of the beach where we’re sitting right now.

OSKLEN e Brigade

“We have 2 options”, Oskar says while raising two fingers, “exporting raw materials like we’ve been doing for the last 5 centuries or… creating value by taking care of our natural resources and ensuring sustainability”. I founded instituto e to promote Brazil worldwide as the sustainable country.”

He sits back in his chair and looks aside to the beach. A big wave is rolling in from the ocean. A surfer who was waiting for this wave, now climbs onto his board, accelerates in a very stylish position, makes a u-turn, a jump and disappears under water. Oskar turns back to us, as if he was teleported from the surfboard back to the table. “My mission is, or better, one of my missions is to make sustainability cool. With e-brigade I promote sustainability in combination with design and lifestyle, making it cool to buy socially and environmentally conscious products.”

Oskar looks to the beach again, where the surfer is paddling towards another spot. Waiting patiently for the perfect Hawaiian style wave. “Do you know what will happen in the near future?” he asks, looking at us as if he’s expecting an answer. Things like world cup soccer 2014 or Olympic games 2016 pop up in my mind, but missing every link with sustainability, I put them back where they came from. “What will happen?” I say. He bends forward over the table as if he’s gonna share a secret with us. “There will be no more geographical nations, but lifestyle nations, people all around the world will connect based on ideas, on mentality”. He looks at our reaction and continues: “It does not matter where you are born, or where you live, it’s our lifestyle that will connect us.”

The words are sinking in and a vision of unity appears in my mind. I look at Oskar, I look at Anouk and I look at the surfer who’s still waiting for the perfect wave. “I already feel connected” I think out loud.

OSKLEN Lifestyle Nations by Oskar Metsavaht

Tags: OSKLEN, Oskar Metsavaht,  ”Oskar Metsavaht” Maarten Schäfer, Anouk Pappers CoolBrands, Brazilian, Soul instituto e, e Brigade, Lifestyle Nations, Fashion, Design, Designer, Brazil, Brasil, Rio de Janeiro, Ipanema, The OSKLEN story, The story of Oskar Metsavaht, Storytelling, eBrigade, Instituo e, Lifestyle Nations, Brazilian Soul, sustainability in Fashion, Sustainability all the way, sustainable fashion, Lifestyle, Luis Justo, sustainable materials, sustainable fashion Rio, Sustainable fashion Brazil

Read more about e brigade:
http://www.scribd.com/doc/51295926/OSKLEN-e-brigade-by-CoolBrands
Read more about Oskar´s vision:
http://www.scribd.com/doc/50239574/Meeting-Oskar-Metsavaht-in-Rio-de-Janeiro
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