Pace Accelerates Global Expansion with Strategic Women's Collection Debut

The Bottom Line

• Brazilian streetwear brand Pace, established in 2017, is strategically expanding its global footprint, now selling in 21 international multi-brand stores across Europe, Asia, and the U.S.
• The brand debuted its first women's collection at a recent São Paulo fashion show, a business-driven move to diversify its product offering and cater to 26% of its existing clientele.
• Pace's international success, including orders from major buyers like Dover Street Market and Browns, underscores a growing global interest in Brazilian design that blends local identity with Japanese influences.

Pace Accelerates Global Expansion with Strategic Women's Collection Debut

São Paulo-based Pace, a prominent Brazilian streetwear and menswear brand, executed its inaugural fashion show on June 2, 2026, at Praça das Artes. This event was not merely an artistic endeavor but a calculated business strategy aimed at solidifying its market position and accelerating internationalization efforts. The show marked a significant milestone for the brand, which was founded in 2017 by Felipe and Juliana Matayoshi, reflecting nearly a decade of strategic development.

Strategic Growth and International Footprint

The decision to stage a fashion show follows a period of robust growth and strategic market penetration. Pace inaugurated a flagship store in São Paulo's Jardins district in 2024 and operated a successful pop-up at JK Iguatemi in 2025, demonstrating a methodical approach to physical retail presence. Crucially, the brand has engaged in an intensive internationalization process, culminating in its fifth participation in the prestigious Paris showrooms circuit in January 2026. During these showrooms, international buyers placed pre-orders for the new collection, providing early validation of Pace's global appeal and commercial viability.

Currently, Pace products are available in 21 international multi-brand stores, spanning key fashion markets in Europe, Asia (including six prominent locations in Japan), and the United States. This extensive distribution network includes high-profile retailers such as Dover Street Market in Paris, New York, Los Angeles, and Singapore, as well as Browns in London, which notably placed Pace's largest order to date. Felipe Matayoshi recounted an interaction with Adrian Joffe, president of Dover Street Market, who emphasized product quality as the primary factor before delving into the brand's narrative. This anecdote underscores the intrinsic value and craftsmanship of Pace's designs, which resonate with discerning international buyers.

Product Diversification and Cultural Fusion

The new collection introduces Pace's first foray into women's wear, featuring five distinct looks comprising dresses, skirts, tops, and sets. This expansion targets approximately 26% of Pace's existing customer base, signaling a strategic move to diversify its product offering and capture a broader market segment. The collection also marks the first time the brand explicitly incorporates literal Japanese references, drawing inspiration from Kendo martial arts attire (belted pockets), reinterpreted Hakama pants with slimmer silhouettes for everyday wear, armor-like vests, and traditional Japanese fisherman's clothing. These elements are thoughtfully fused with influences from grunge culture and Felipe Matayoshi's youth as a hardcore punk drummer, creating a unique and compelling aesthetic that resonates globally while maintaining a distinct identity.

Felipe Matayoshi, a third-generation descendant of Japanese immigrants from Okinawa, attributes the brand's international acceptance to its product design, which he describes as simultaneously local and global. Pace's designs consistently feature strong Japanese influences, characterized by ample modeling, structured silhouettes, substantial fabrics, and a meticulous emphasis on construction. This blend of Brazilian identity with Okinawan heritage, particularly when articulated to international buyers, generates significant curiosity and appeal. This unique cultural positioning allows Pace to stand out within the competitive global fashion landscape, offering a fresh perspective that bridges diverse influences.

Strategic Foundations and Entrepreneurial Acumen

The strategic pulse guiding Pace's development has been evident since its inception. Felipe and Juliana Matayoshi, co-founders and partners, met while preparing for university entrance exams, highlighting a shared foundational ambition. Despite initial family resistance to his entry into the fashion industry—a family with a background in tailoring and pattern-making—Felipe pursued fashion design at Belas Artes and later administration at Anhembi Morumbi, building a dual foundation in creative and business disciplines. Juliana, complementing this, holds a degree in economics from Mackenzie, providing a strong analytical and financial perspective to the partnership. Felipe identified a critical business opportunity in footwear production during his second graduation, which became an early driver for the brand's development and growth.

Pace's trajectory exemplifies a methodical approach to brand building, combining a distinctive creative vision with astute business acumen. The brand's ability to secure significant international distribution, expand its product categories, and navigate complex global markets underscores a sophisticated understanding of market dynamics and evolving consumer demand, both domestically and abroad. This strategic evolution positions Pace as a notable player in the emerging landscape of Brazilian brands achieving significant global recognition and commercial success, demonstrating the potential for niche market leaders to scale internationally through careful planning and execution.