Evoke debuts its first flagship on Rua Augusta, São Paulo, turning nearly 25 years of aesthetic, attitude and culture into a physical experience.
Flagship marks a milestone for the brand
Brazilian eyewear brand Evoke, known for its strong identity and authorial design, has opened its first flagship store in São Paulo. The new space is a landmark in the company’s journey, which is nearing 25 years. More than a retail point, it embodies the brand’s aesthetic language, attitude and culture.
Born from the streets, independent design and the movements that shape generations, Evoke has built a story that goes beyond fashion. Each frame carries personality and purpose, blending art, music, sports and style. Now, this essence takes physical form in a space created for those who live the brand beyond the product.
“Evoke was born independent, restless and driven by truth. Having a flagship means turning this story into a place where people can feel all of that up close,” says founder Salomão.
Experience, community and connection
For the group, this launch opens a new chapter in how the brand connects with its audience. CEO Joyci Lin explains that the flagship was conceived to deepen this relationship. The goal is to deliver experience, proximity and authenticity to the community that has followed Evoke for years.
Located at Rua Augusta, 2566B, in the Jardins district of São Paulo, the flagship operates as a living lab. It is a space to welcome athletes, present new collaborations, test narratives and foster connection. In doing so, it brings to life the culture that has surrounded Evoke since its origin.
More than a store, the venue aims to become a meeting point between the brand and its community. Lifestyle, self-expression and creativity are meant to coexist there in an organic way. With this opening, Evoke starts a new chapter while keeping its roots and future-focused vision intact.
