Brasília – Following the example of what is planned for the port zone of Rio de Janeiro, the region of São Cristóvão is also heading towards revitalisation, in joint action between the state and city governments and the private sector. The former imperial neighbourhood of Rio inaugurated on Thursday (18) the 1st Rio de Janeiro Fashion Circuit, with the intention of becoming the local fashion hub and a reference for Brazil and the world in the sector.
This information was disclosed by the manager of the São Cristóvão Garment Production Hub at the Rio de Janeiro state chapter of the Brazilian Micro and Small Business Support Service (Sebrae), Rodrigo Alfonso. The São Cristóvão hub brings together up to 55 micro and small garment producers and the main national fashion lines, as well as 800 suppliers.
"Apart from increasing company, brand and garment producer sales, it also makes people recognize their neighbourhood again. The plans of the city hall and of the state government include the revitalisation of the site,” said Alfonso. "The idea is to attract new entrepreneurs so they may see the neighbourhood with different eyes. It is a good site to invest in, there is great potential for trade, as was the case with Lapa, many years ago. The circuit should expand this potential in São Cristóvão."
The central location of the neighbourhood and the easy access to other areas of the city contribute to that, said the manager for the hub at the Rio de Janeiro state branch of the Sebrae. Audiences participating in the 1st Rio de Janeiro Fashion Circuit, up to the 21st, should be invited to visit the museums of the neighbourhood and the main gastronomic festival offered by local restaurants.
Using a concept that has already been promoted abroad, of joining economic and cultural aspects, the circuit aims to show people that São Cristóvão is not just the Zoo and the Northeastern product fair that has been taking place since 1945. It currently houses the Luiz Gonzaga Northeastern Tradition Cultural Centre.
A primary study shows that the 55 companies in the hub answer to the generation of 4,000 direct jobs and have revenues of 700 million Brazilian reals (US$ 390 million) a year. "We want to make São Cristóvão, in terms of fashion, the main releaser of tendencies. We want to make São Cristóvão a Brazilian centre of reference in fashion, as that is where the main hubs are, not just in production, but also in development.”
This is the differential of São Cristóvão, said Alfonso. "Large brands and fashion development are in São Cristóvão, different from what takes place in other hubs. From there, products are shipped out of Brazil and worldwide.” He does not doubt that the closer ties with fashion brands will contribute to making the small garment producers in the region grow.
*Translated by Mark Ament
