blade alfaiataria

blade alfaiataria

blade alfaiataria

blade alfaiataria

blade alfaiataria

blade alfaiataria

blade alfaiataria

blade is a traditional tailor shop from belo horizonte. open since 1969, blade has handcrafted bespoke suits, shirts & haberdashery for generations of key entrepreneurs of the country, as well as important occasions such as weddings, formal events and alike.

giving a traditional tailor from belo horizonte a more serious tone

headed and guided by marcelo blade, a quirky artist-tailor, the brand has always been a reflection of his style rather than how the brand should look like for the public — his most notable characteristic being the use of bright yellow paint to customise pieces inside the store, bespoke chefs aprons and the craft of various seemingly useless objets d’art that remind du champ’s if he lived in today’s time. the wordmark itself was his own calligraphy writing of the word blade.

returning to the origins

Marcelo started his journey in the world of bespoke clothing very young, having learnt the skills from his father, Hermano, who, decades ago, was responsible for one of the most traditional tailor shops in the city. unlike Blade, Hermano’s shop was very sober-looking, and his style followed the lines of traditional English suit-making. Marcelo has always had fond memories of the time he spent in england and italy, studying and broadening his knowledge on tailoring.

with these thoughts in mind, we began researching savile row, the place where tailoring as we know began, and exists to this day.

the character behind the brand

it would be a shame to let go of Blade’s tawdry quirks, so we kindly took the yellow as a secondary colour in the palette.

going analogue in the digital era

tailoring is a very traditional and old skill. with a workshop where about 4 elderly tailors work day by day, the workflow majorly relies on paper: requests for the crafting of pieces, fabric samples and even charts recording the measurements of each client are all filled in actual paper, by hand. we approached some of the tailors and collected information on the daily workflow, as to remake the documents, tables, contracts and alike in the most precise way possible.

reaching new territories

Blade’s tailors also crafted aprons and chef’s uniforms. to properly split the brand whilst keeping the heart of Blade, the logo itself became three: Blade Alfaiataria, the main brand, Blade Bespoke, specifically for bespoke suits, and Blade Gourmet, a sub-brand designed to reach restaurants with a less imposing tone.