PSFK visited and spoke to the co-founder and architect of the store that invites customers to dip their toes in the sand and appreciate authentic Brazilian touches for the brand's first U.S. location

Inside FARM Rio‘s brand-new NYC flagship, it can be hard to remember that the commotion of the city is right outside. Featuring sunny tropicália, vibrant prints and pristine sand that's almost as good as the beach, the store is a fitting home for the eye-catching clothing brand's first location outside of South America.

Kátia Barros, FARM Rio's co-founder and creative director, envisioned her line's American outpost as a way to introduce the spirit of Brazil to the wider world. “We see New York as our launching pad for global expansion, and SoHo specifically is the perfect neighborhood for reaching local New Yorkers and tourists alike,” Barros says. “Our mission is to translate the energy of Brazil to the rest of the world and inspire a life well-lived.”

Although FARM Rio is one of Brazil's most beloved brands, boasting over 70 locations throughout the country, it's almost entirely new to American consumers. Founded in 1997 as a booth in a Rio de Janeiro clothing market, the brand was previously only available in America through third-party retailers like Anthropologie. With one launch under their belt, the people behind FARM plan to launch in Los Angeles and Miami within the next few months.

Brazilian architect Marcelo Rosenbaum designed the flagship to capture the ethos of his home country. “I wanted to make shoppers feel like they’ve been physically transplanted to Brazil, which is why we used elements like sand and greenery that are influenced by the country’s natural beauty,” Rosenbaum says. That's right—there are sandbars and a mini boardwalk inside the store, which bring an element of pure fun to the Prince Street location.

The space overflows with thoughtful touches that aim to connect shoppers with Brazil. All of the decor is made by local artisans, including a wooden jaguar, woven light fixtures and several garment racks, which are made from bordunas, a traditional craft created by indigenous people from the Kayapó tribe in the Amazon. The fitting rooms, which mimic beach huts, have an even more miraculous story: They were each crocheted by Brazilian prisoners as part of a rehabilitation program. Better yet, one tree is planted in the Amazon for every purchase made.

FARM Rio's look will change twice yearly to align with the brand's spring/summer and fall/winter collections. “Every detail is inspired by the country’s natural elements, like the beach and the sun, along with the communities that reside there,” says Barros. “We see this as the perfect backdrop to the vibrant colors and prints seen throughout our collections, and ultimately, lends to a playful, toes-in-the-sand experience for our shoppers.”

FARM Rio

FARM Rio


Lead image: FARM Rio

Inside FARM Rio‘s brand-new NYC flagship, it can be hard to remember that the commotion of the city is right outside. Featuring sunny tropicália, vibrant prints and pristine sand that's almost as good as the beach, the store is a fitting home for the eye-catching clothing brand's first location outside of South America.

Kátia Barros, FARM Rio's co-founder and creative director, envisioned her line's American outpost as a way to introduce the spirit of Brazil to the wider world. “We see New York as our launching pad for global expansion, and SoHo specifically is the perfect neighborhood for reaching local New Yorkers and tourists alike,” Barros says. “Our mission is to translate the energy of Brazil to the rest of the world and inspire a life well-lived.”