King 55: Sao Paulo

When I stumbled upon Sao Paulo-based store and eponymous clothing label King 55 in the boho, artsy neighborhood of Vila Madalena last year, I kept coming back to check out the awesome goods and hang out with the friendly staff members and owner. The flagship store bills itself as a “custom shop”"” an apt description because their designs incorporate the spirit of spontaneity and really push the creative edge. It’s all punk and rock ‘n’ roll in here. King 55 believe the building blocks to an outfit commence with jeans, so you’ll discover in their racks an extensive denim collection with tight fits and quality fabric. From there, they mix experiments in enzyme washes with pop iconography for their tees, tanks and dresses. My favorite purchase from King 55 so far was a skirt made from sweat pants, a one-off piece. Now, after getting to know other shops in this grand metropolis, I believe King 55 have truly got their niche down. There’s nothing like this anywhere else and it’s brands like this that are putting Sao Paulo on the fashion map. I’ve included another (larger) photo of the inside after the jump. Written by Phuong-Cac Nguyen.