WEST COAST: THE ORIGINAL WORKER BRAND

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Since its establishment in 1987, West Coast has invested in a mix of products designed men, blending fashion information and style. Pioneering the worker concept in Brazil, the brand has consolidated itself as a trendsetter through a history of innovations. The beach sandals that revolutionized the fashion among surfers, Brazil's first worker boot – the brand's icon – in 1988, and the inclusion of casual shoes, the Sport Casual Shoe, in the work wardrobe in 2003 marked the brand's history, consolidating it as a benchmark in terms of comfort and quality.

Its leather-made collections reinforce the uniqueness of its palette of products by means of three main drivers: WorkerWork&Play and Lifestyle. The result of this mixture is the so-called Modern Worker Culture, the universe which characterizes West Coast's approach to fashion, music and sports.

In 2013, the brand expands its product mix and launches its first clothing line, complementing its footwear options. In the same year, it reinforces its positioning  in the fashion market, through an unprecedented collaboration project with designer João Pimenta - starting point for the launch of the capsule collection West Coast João Pimenta at the São Paulo Fashion Week - Winter 2014. In the following year the partnership matures and João Pimenta takes over as creative director of the worker brand, working on building its image and consolidating it among the fashion brands.

Strengthened as one of the main men's brands today, West Coast bets on the urban and contemporary mood, using elements of the culture to tell its fashion stories.