Uruguayan brands tell the stories that buyers crave

“I’m a fan of Uruguayan brands; they have something that’s not so common: they embrace their natural resources,” said Alejandra Boland, an Argentinian business consultant, who arrived in Uruguay along with five other buyers and agents from the United States, Canada, and Mexico to meet with 50 local fashion design brands.

This mission, organized by Uruguay XXI along with the Uruguayan Design Chamber (CDU), also brought representatives from brands like Lisa Says Gah!, Kiwi, Fig, Christine Alcalay, Snack-Size, One of a Few, and Proyecto República on a Wool Tour that allowed international buyers to learn about the productive path of Uruguayan wool. This path is characterized by its strong focus on sustainability and ethical work. The tour began at Engraw wool tops manufacturer and continued at the Dr. Alejandro Gallinal Research and Experimentation Center of the Uruguayan Wool Secretariat in Florida.

“It was fascinating to see Uruguay’s leadership in wool treatment,” said the founder of the Canadian multi-brand boutique One of a Few, Michelle Rizzardo, who showed interest in wool products, cotton, handmade jewelry, and knittings, which she evaluated as very high-quality products.”

“Telling a story that comes from the heart makes the brand grow, and I found that here. Uruguayan brands follow an ethical approach in their designs, and that philosophy aligns with my thinking and fits what my clients are looking for,” she added.

Uruguayan design is recognized for its creativity, blending local identity with global trends and achieving a fusion of innovation and commitment to sustainability and ethical production, caring for skilled labor and the environment.

“I feel like I truly understand the final product now,” said Christine Alcalay, the designer and founder of the Kiwi and Fig stores in Brooklyn.

The Wool Tour, a visit to the color laboratory of the brand Manos del Uruguay, the offices of Rotunda, and a business round with Uruguayan brands allowed visitors to understand the entire production cycle of Uruguayan fashion, from its origin to the finished garments.

Driven by a rich heritage of fertile lands, Uruguay has optimal climatic and environmental conditions that create an ideal environment for sheep farming. The country combines a long tradition of productive specialization in wool fiber work with modern and innovative technological production processes deeply rooted in social inclusion and national identity.

Uruguayan wool, recognized for its exceptional quality, possesses attributes that differentiate it from those produced elsewhere. It is sustainably produced, employing processes and products respectful of animal welfare and the environment, and is certified.

The Wool Tour demonstrates Uruguay’s commitment to sustainable practices and invites international buyers and agents to witness firsthand the harmonious coexistence of tradition and innovation within the country’s wool industry. This experience is fundamental to Uruguay’s broader mission of positioning its fashion and design sector as a global leader in responsible and eco-conscious practices.

Boland, the Argentine consultant, praised the use of natural resources that Uruguayan brands achieve in their final products. “I’m a fan; they have something that’s not so common: they embrace the Uruguayan resource. Today, buyers are looking for a story behind the product, and in Uruguay, they achieve this by using their resources like leather and fabrics. They tell a story that international buyers are extremely interested in,” she added.

She also praised the work of Uruguay XXI in positioning the production of local companies in the world. “It’s challenging for us to position Latin America. We are often unknown, and these actions put us on the radar,” she said.

For Adele Tetangco from Snack-Size, the sustainability narrative, the ethics of production, recycling, and quality help Uruguayan brands. “Previously, running a brand was about the visual and aesthetic; now, it also needs to tell a story. It’s not enough to show that it’s ‘green’; it’s necessary to go to the root: who made it, why, and how. Uruguay is moving in that direction,” she reflected.

Continuity as a strategy

The visit by international buyers and agents is part of the strategy that Uruguay XXI, in coordination with the CDU, has been carrying out since 2015 to strengthen the Uruguayan fashion industry globally. This work has generated business opportunities and brought Uruguayan micro, small, and medium-sized companies closer to the international market through participation in significant fashion events, such as Capsule or Coterie, held in New York.

Several local brands that were able to participate in this mission and access meetings with international buyers have been working extensively to break global markets. One such case is The Farra, which participated with Uruguay XXI in Coterie with excellent results and established commercial relationships that have enabled them to export.

Designer Maria Bouvier, who primarily works with natural dyes, highlighted the importance of continuity in promoting oneself in the global market. Through her participation in Capsule, she was able to strike deals with companies like the multi-brand Free People. “These kinds of events and business rounds are always a trigger for ideas that serve to make contacts and export,” she affirmed.

Uruguay XXI will continue working in 2024 to generate opportunities for expansion and visibility for this sector at the international level.