Our journey
2014 – The Beginning of It All
THE BEGINNING
Inspired by hip-hop, Wanted was founded in 2013 with the goal of revolutionizing Brazilian streetwear — bringing quality, originality, and accessible prices.
From the start, it was about transforming our reality and the lives of those around us. The idea was born in the quebrada (the hood), through the vision of founder Fábio, who grew up sketching brand logos and dreaming of creating his own clothing.
Overcoming financial hardships — collecting cans and recyclables to get by — he used his determination and life-learned skills to build the brand.
In 2014, Wanted became official with a business license and social media presence, marking the beginning of a powerful journey of transformation.
2015 – Structuring and Initial Growth
THE DREAM
We started by printing designs sent in by friends and customers. Over time, our founder developed a passion for design and began creating original prints inspired by visuals connected to the world of W.
This marked the turning point — from a custom-print shop to a true brand. Not long after, we signed a deal with Kanui, one of the biggest streetwear platforms at the time, who noticed our work and reached out.
Wanted began turning dreams into reality.
We started hiring people, building a solid structure with a warehouse and a dedicated team — always giving priority to those who came from the bottom, just like us.
2016 - Launch of our own website
FIRST STEPS
After several requests from our customers who shopped on Instagram and Kanui, we launched our official website, expanding our reach and providing a direct shopping experience.
2017 - Recognition
THE TURNAROUND
We won the sales champion title for three consecutive years (2015, 2016, 2017) in the largest streetwear marketplace in Brazil, Kanui. We proved that we have the talent and determination to compete with big brands and that originality comes from birth.
2018 - Partnerships and Cultural Expansion
STRENGTHENING THE FOUNDATION
Always connected to rap, we started partnerships with underground artists, promoting launch parties for collections and music videos produced by Wanted. The brand begins to embrace other aspects of street culture, beyond hip hop, such as skateboarding and funk. The rap group Primeiramente and ADL join as sponsored artists and brand ambassadors. Here we begin our purpose of creating connections between the underground and the mainstream, and helping to boost artists and people who come from humble beginnings and seek progress.
2019 - Innovation and Expansion
MAKING A DIFFERENCE
- Wanted becomes the first brand to invest in independent hip hop media, rap pages such as Sessão de Rap, Rap RJ, Rap Nacional, among others.
- We started participating in a social project in the PPG favela, the PPG Solidarity Favela project, where we sent clothing items to be sold and donated within the community, and the proceeds were used to invest in new artists from the community.
- We also started B2B sales and expanded the product line.
- We strengthen partnerships with rap battles such as Batalha da Aldeia, Tanque, Alfândega, and with battle MCs.
- The brand is directly involved in the ‘gold era’ of Brazilian rap, supporting artists such as Orochi, Xamã, MC Cabelinho, Derek Recaid, Papatinho, Big da Godoy, OQXO, Borges, Jhonny MC, Choice, MC Kitinho, Willsbife, and FP do Trem Bala, who have become mainstream giants.
2020 - Resilience During the Pandemic
ADVERSITY IN OVERCOMING
- During the pandemic, we sponsored several artists such as Filipe Ret, Orochi, MC Cabelinho, LORD ADL, Leall, Leal Primeiramente, and Poze do Rodo.
- We host live streams to support the rap scene, like the live shows of Orochi, Filipe Ret, MC Cabelinho, and Menor Tod.
- Football players like Gerson, Pedro, Lincoln, and Matheuzinho, among others, and renowned artists around the world embrace the brand.
- We carried out a media campaign with the collective Bandido da Europa
- The fashion giant Renner plagiarized our main print, we have filed a lawsuit.
- A podcast pilot is filmed inside a lowrider car with OG Dexter, a reference in rap and in life.
2021 - Global Collaborations
FROM THE FAVELA TO THE WORLD
- We carried out an iconic collaboration with Ronaldinho Gaúcho through Tropa do Bruxo and other global artists, consolidating our international presence.
- We continue supporting artists from the ‘new underground,’ such as Cinquenta, Dababy212, Leall, CND, SD9, and Bielzin.
- The brand’s name appears in song lyrics, such as in the tracks “Dinheiro de Plástico” and “ECKO ft. THXUZZ, VND and LEALL”.
2022 - Physical and Sports Expansion
FIRST PHYSICAL STORE
- We understand that football and sportswear are part of the neighborhood, so we launched the Sportlife line.
- We opened our first physical store, providing an immersive shopping experience for customers.
- We launched products for projects by funk artists from São Paulo, such as MC Davi, Don Juan, and Hariel.
- We sent our skateboarder Dias on a trip to Barcelona and the graffiti artist/street artist Grav to Chile.
- We also launched our first collection entirely aimed at the female audience, creating a video campaign with MC Marcelly, Azzy, and Lis MC.
2023 - Restructuring and Creation of Hubs
The Restart
The brand is undergoing an internal restructuring. After being cheated by a carrier, we began to experience production and logistics problems and delays, which ended up affecting cash flow and harming our work, turning into a massive backlog of orders. At the end of the year, we decided to work on the brand in a new format, more similar to how we started.
2024 - 10-Year Celebration
A DECADE
We organized the house and celebrated 10 years of history with collaborations with numerous artists, signed a contract with our first professional skateboarder, Douglas Dias, and began preparing for a new era of the brand, ready for 2025.
Our Purpose
TO INSPIRE AND CLOTHE THOSE WHO TURN ADVERSITY INTO TRIUMPH.
Our purpose is to challenge the status quo and empower street culture, the underground movement, and Brazilian self-expression.
We aim to change lives by offering high-quality, accessible products, promoting self-education, and building a community that values individuality and the hustler (self-made) mindset.
We act as boosters for underground talent — helping artists gain recognition and reach their goals.
We value constant growth, determination, freedom, and the courage to challenge the system.
Our Values
Continuous growth, determination, freedom, courage, inclusion.