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COOL HUNTING

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The beach is at least an hour and a half away, but Rio de Janeiro men's brand, Reserva, is bringing the easy-breezy life of being close to the ocean to São Paulo with their pop-up store in the back of the Eastpak store. The clothing mix is surfwear-inspired with a bit of Ivy League thrown in, much akin to Hollister. The designers picked up found objects, like a bike to help decorate the space and supporting with an overall bicycle theme to match the owners' philosophy that the two-wheeler is the best method of transportation. The aesthetic also strengthens their idea of the chill, conscious lifestyle they clearly promote in their designs. The pop-up store will be up until 4 July 2008.

Reserva at Eastpak
Through 4 July 2008
Rua Augusta, 2685
Jardins, São Paulo
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Tel. +55 (11) 3081 1979

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