Oskar Metsavaht, Osklen’s designer and president of the namesake group, has admitted that, although his brand wasn’t officially for sale, he is evaluating proposals of three groups interested in buying it. According to the information released by him, one of the groups is from Brazil and the other two are from USA and Europe. In the previous year, French luxury group PPR’s Henri-François Pinault was in Brazil and met with Oskar Metsavaht, what led media to believe that PPR (which also have Gucci, Yves Saint Laurent and Balenciaga in its portfolio) is the mentioned European group.
Back in 2009, when rumors about PPR buying Osklen started, Charlotte Judet, Head of PPR’s Press Department, said to a Brazilian magazine that “Our expanding strategy is focused on an specific group of brands known for representing a life style”, although refusing to confirm information concerning negotiations with the Brazilian group. PPR recently announced moving beyond the traditional Corporate Social Responsibility model and setting a new standard within their businesses, what would create an strong identity bound between Osklen and the company, as sustainability is the main Osklen’s flag.
Metsavaht also announced that the other parts of Osklen Group, like the e-Institute (a organization that aims to develop more ecological practices within the fashion world) and the accessories brand New Order are not featured in the negotiation.
Brazil hosted late this phenomenon that began in Europe in the nineties. It was only in the 2000’s that a considerable number of Brazilian brands started being sold for national and international groups. In the end of 2007 the Pactual Bank (sold to Swiss bank UBS) former partners joint the founder of Ellus, Nelson Varenga, to create the InBrands holding. In addition to incorporating the mark of Alvarenga, the group has also partnered with Isabella Capet, one of the Brazilian designers best accepted abroad.The previous year Zoomp and Zapping joint the IM-Identidade Moda holding (which belongs to the financial group HLDC Investiments), together with the two labels that belonged to the designer Alexandre Herchcovitch (Herchcovitch Alexandre and Herchcovitch Jeans) and the designer Fause Haten’s brand, named after him.
Such trading makes possible for the brands to get more professionalized and internationalized through the high investments that these groups can afford. The creative independence of the brand is usually a contract condition.
THE ECO ETHOS One of the best known abroad brazilian brands, Osklen has definitely developed its own language to create clothes. With stores in hostspots fashion cities like Milan, Tokio and NY, it started as a sport clothing company in 1989 and later decided to step up into the competitive luxury market, what has proved to be a very wise decision. Osklen was one of the first brands to combine ecoconsciousness with sophisticated tailor techniques, preparing the identity of the brand for the new consumers, also worried about the origin of the products.
The ecoconsciousness has turned out to be more than a commercial discourse for Osklen, but the ethos of the brand itself. As a lifestyle brand, the main marketing achievement was placing this concerning in contrast to the the hippie and eco-boring’s stereotypes . The brand proposed a new kind of consumer, reflected in the slogan Brazilian Soul. Actually this slogan is also the name one of the best known Osklen’s clothing line, putting together elements of Brazilian culture full of tropical references (the other lines are Royal Label, with more exclusive pieces, and Osklen Sport). Important collections were based on Brazilian lifestyle, e.g. United Kingdom of Ipanema and Amazon Guardians.
THE MAN BEHIND THE CONCEPT A former doctor, Metsavaht was led to the fashion business by his taste for sports. Each collection reflects places and references of his creative-adventure trips around the world. At present he is president of the Osklen group and also dedicates to initiatives that aims to replace the “ecological element” in the fashion business, bringing this concept to a new level of quality and marketing as well.
Estilista da Osklen é nomeado embaixador da boa vontade da Unesco
O estilista Oskar Metsavaht, diretor criativo da Osklen, receberá nesta sexta-feira (27) o título de embaixador da boa vontade para a Educação, Ciência e Cultura da Unesco, durante evento da Organização das Nações Unidas em Paris.
Metsavaht será homenageado por seu trabalho com o Instituo E, que criou com o objetivo de divulgar o Brasil como o “país do desenvolvimento sustentável” e de dar visibilidade a ações sustentáveis. A associação também possui o projeto e-fabrics, que identifica os tecidos e materiais produzidos a partir do comércio justo e sustentável.
Com o título, o estilista se junta aos colegas Pierre Cardin e Pierre Bergé como embaixadores da Unesco por seu trabalho relacionado à moda.
Três dias antes do evento da Unesco, Metsavaht participará da premiação Luxury Briefing Awards, voltada ao mercado de luxo e realizada em Londres. A Osklen concorre na categoria de luxo emergente, disputada ainda pelo designer suíço Yves Behar, o designer de joias Philip Crangi e Tom Marchant (co-fundados da agência de viagens Black Tomato).
The vibe in Osklen’s Soho boutique Friday night was one of sheer delight. Filled with lots of fun loving fashionistas in the know, it was one of the few places you could actually circulate and check out the collection. People still mingled, checked each other out and enjoyed delicious drinks chock full of cachaça and passion fruit.
One tall and adventurous guy tried out a look from Osklen’s mastermind designer Oskar Metsavaht’s Fall 2010 Men’s Collection to the amusement of his friends. He actually pulled it off, but transformed moments later back to his preppie self. Utilizing intriguing textures, shapes and luxurious leathers and fabrics in a muted and neutral color palette make for a much desired and original Osklen Fall 2010 Collection.