With the footballer as its dashing ambassador, the Portugal fashion brand continues to rise.
WHEN a fashion label snags a global superstar like Cristiano Ronaldo, it is understandably a proud moment.
“This is a huge coup for Sacoor Brothers,” enthuses Hugo Carriço, the brand’s marketing manager. “As you may know, Ronaldo is one of the most in-demand personalities and we believe it is not easy for him to make a commitment to any brand.
“But we managed to do it, and we announced our partnership in January this year. We believe it to be the perfect match,” adds Carriço.
For the uninitiated, Sacoor Brothers is a fashion and lifestyle brand based out of Portugal. It started as a dream of four brothers; since their first boutique opened in Lisbon in 1989, the brand has expanded across their native Portugal to become a truly international brand with outlets in Britain, Belgium, Singapore and Malaysia.
“We are now globally recognised and present in nine countries, with more than 70 boutiques across the world. So who better than the world’s best footballer to be our ambassador?”says Carriço. Portugal-born Ronaldo, 30, joins a list of ambassadors that previously featured Hollywood actors Patrick Dempsey and William Baldwin.
The Sacoor Brothers customer is described by Carriço as a man or woman that likes to be updated.
“He is refined, cosmopolitan chic and likes to be distinct,” he explains. “For those reasons, we have a team of designers that travel around the world seeking for inspiration and innovation that are reflected in our collection.”
The amicable Carriço, 37, splits his time between Kuala Lumpur and Singapore.
On his job scope, he says, “The marketing team which I am part of, has the major responsibility to transmit our brand values and allow consumers to connect with Sacoor Brothers.”
Since 2012, the brand has been in Malaysia and the Lion City. “We try to bring some of our heritage to this market. What we offer is a sense of European and Portugese refinement, where the excellence of service is always present.”
He points out the fine touches within the stores. “We have comfortable seating areas, a cafe where you can enjoy mineral water or a cup of coffee, large dressing rooms and a tailor on-hand for customised fitting and embroidery.”
Asked for his opinion on the Asian retail scene, he replies, “It’s an exciting market. Simply because Asians are not bound by traditional modes of dressing and they are willing to innovate and adapt to what they feel suits them best.
“There is a nod to tradition but also the willingness to go beyond and set their own trend. This ties in neatly with Sacoor Brothers because we are able to offer our access to traditional knowledge and at the same time, introduce innovations and new trends.”
The best part of his job, says Carriço, is to be able to transmit to people what the brand is about. “Being able to bring our passion for fashion to countries like Malaysia, that we consider to be one of the fashion capitals. It is very fulfiling for us to see customers dressed well in Sacoor Brothers.
“The brand has been well-received in Malaysia. We hope to continue to meet the needs of our customers from not only a functional aspect, but an emotional one.”
Sacoor Brothers boutiques are located at Pavilion Kuala Lumpur, Suria KLCC and Bangsar Village II. A fourth store will open in The Gardens, Mid Valley City KL in June.
NEXT: From sporty to smart
From sporty to smart
IN Sacoor Brothers’ Spring/Summer campaign, Brazilian supermodel Ana Beatriz Barros stars alongside legendary sportsman Cristiano Ronaldo.
Barros, 32, began her career when she competed in a modelling contest, where she was up against 350,000 girls from across the globe. She then moved to the United States to further pursue her dreams, and has since graced countless magazine covers and fashion runways.
“We are delighted to be able to work with Barros, one of the most talked about and respected names in the fashion industry. She radiates the charisma and elegant spirit which is the essence of the new collection,” says Hugo Carriço, Sacoor Brothers’ marketing manager.
This season, prints with modern floral motifs, fabrics with a vintage look and ethnic patterns make up Sacoor Brothers women’s collection. More glamorous items, recreating casual chic looks are also included in the range.
New to the Classic Line is the short sleeved blazer, an ideal piece for women from equatorial climates who prefer a touch of tailoring for work.
Tailored pieces within the range have also been expanded in terms of colour and patterns, offering a wider range of mix and match possibilities across wools, linens, cottons and piquets, in different patterns like herringbones, dobby fabrics, and stripes. Leather goods such as shoes, belts and bags are updated in seasonal colors and proudly bear the Made In Portugal label.
For the men, the shirt jacket is new for the season. This is a special piece due to its extremely soft construction; it offers the comfort of a shirt on an outerwear piece like a blazer, and the use of softer fusing instead of shoulder pads. It is made in a special fabric – cool wool – an alternative to cottons and linens, and is ideal for hot climates.
Key highlights for the casual and sport liness include garment dyed T-shirts in slub cotton and piquet polos remixed in different prints and applications.
Chino trousers come in 11 different fabrics and all styles in this collection have a concealed coin pocket inside the right pocket.
Attention to detailing is something that Sacoor Brothers’ excels at and this season, the story is no different – sport shirts are created from high quality fabrics, mostly with double-twisted yarns.