Founded: 2012.
Industry / Category: Streetwear / Urban Fashion / Lifestyle Apparel
Headquarters / Base: São Paulo / Brazil
Legal Name / Entity: CP Fashion Company Ltda. (CNPJ 55.380.250/0002-77)
Get to know the industry
Founded in 2012 in São Paulo, Approve is one of Brazil’s leading streetwear and lifestyle fashion brands. With a strong digital-first DNA, the company built its reputation by connecting with a young, urban, and trend-driven audience through exclusive collections, cultural collaborations, and a powerful online presence. Operating primarily through its own e-commerce platform and strategic brand partnerships, Approve has become a symbol of authenticity and aspiration in the Brazilian market. Its bold aesthetic, community-driven marketing, and ability to merge global references with local culture have positioned the brand as a key player in the country’s streetwear segment, making it a natural partner for international icons looking to expand their influence in Brazil.
Product Categories
Approve offers a broad and diverse product portfolio rooted in streetwear aesthetics, catering to both style and utility. Its collections typically include t-shirts (basic, oversized, graphic prints), hoodies and sweatshirts, jackets, pants and shorts, as well as cropped tops. Beyond apparel, the brand also works with accessories like caps, bucket hats, shoulder bags, slides / sandals and more.
Distribution Channels
In addition to operating its own physical stores, Approve sells its products through its proprietary e-commerce platform, major national retail chains such as Riachuelo, leading online marketplaces like Netshoes, and the official stores of football clubs with which it has launched licensed collections.
Approve operates its own physical stores in São Paulo, Rio de Janeiro, and Rio Grande do Sul.
Previous projects
Approve already has extensive experience working with licensing, having launched exclusive lines with the NFL, NBA, Umbro, major Brazilian football clubs such as Corinthians, Vasco, Internacional, and Grêmio, as well as high-impact brands like Bulova and Sprite. The brand has also released collaborations with music groups and samba schools, always preserving its connection to core values and urban aesthetics.
The brand also innovated and drew significant media attention with a ‘pentalab’ — a collaboration with four other partners (NFL, Corinthians, Los Angeles Chargers, and goalkeeper Hugo Souza) — in an official launch to celebrate the second American football league game in São Paulo.