Vila Madalena
11-3032-1838
When Sao Paulo’s rock contingent (like MTV Brasil VJs and local bands) need to get outfitted, they come a-knockin’ at the royal palace of King 55 for custom tees and denim. Guys’ and girls’ T-shirts come with screen prints of recognized music images and cheekily altered messages—a Sonic Youth concert poster incorporates a few King 55 lines—and the jeans fit like gloves, perfect for thrashing about on beer-soaked bar floors. Everything from dresses to button-downs have been rockified, and the King 55 designers are animal friendly, meaning no products involving furry pals were used. Store is as customized as the clothes: dressing room doors are made from old fridge doors, washing machines are sprinkled throughout the space to reference the jeans' enzyme washes, The Pixies are blasting from speakers and the staff look like they just stepped out from a show. Photo: Crispin Cairns
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QUIRKS
- Shoe displays top ingeniously used car side-view mirrors.
- Dressing room doors appropriate fridge doors.
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