Hering debuts a partnership with Nosso Camarote and delivers its World T-shirt as the official Sapucaí piece, with Rio-inspired prints and customization at Hotel Nacional.
Hering, a basics brand within Azzas 2154, announced its first partnership with Nosso Camarote for Rio de Janeiro’s Carnival 2026. The brand will lead the print creative identity and produce the venue’s official T-shirt. In this way, the initiative becomes a brand experience running throughout the days of Sapucaí festivities.
The project features Hering’s World T-shirt, a portfolio icon, in multiple versions. Prints include a school of fish, referencing the brand’s logo, and the Copacabana boardwalk, a Rio symbol. In addition, the Champions’ Parade will feature an exclusive version with two fish.
Brand identity and Carnival connection
Fernando Porto, Hering’s CCO, said Carnival is one of Brazil’s strongest cultural expressions. According to him, joining Nosso Camarote places the Básico do Brasil concept at the center of the celebration. Thus, the brand’s fish icon appears as a symbol of meetings and connections.
“Carnival is one of Brazil’s greatest cultural expressions, and being at Nosso Camarote is a way to bring Básico do Brasil to the heart of this celebration.”
Santiago Vieira, CEO of Nosso Camarote, said the partnership reinforces the venue as a platform for experiences and cultural connections. On the other hand, he highlighted a product with identity, history, and responsibility. In this way, the box ties the collaboration to memorable Sapucaí experiences.
“Having Hering as a partner, with a product that carries identity, history, and responsibility, reflects exactly what we believe Carnival should be.”
World T-shirt and eco-efficient production
The World T-shirt is positioned as a democratic item known for comfort and durability. It is made from 100% cotton and produced under an eco-efficient process. With no side seams, it uses 33% less water and energy and generates 30% less textile waste.
According to the brand, the World T-shirt is carbon neutral and offsets its \(CO_2\) footprint through tree planting in the Atlantic Forest. Over more than 30 years, the company says more than 5,000 tons of \(CO_2\) were avoided. In addition, it reports saving more than 900,000 \(m^3\) of water.
Customization and meeting point
The brand experience starts at Nosso Camarote’s official meeting point at Hotel Nacional in Rio de Janeiro. There, Hering will set up an exclusive customization space. Next, guests will be able to personalize their T-shirts with sea- and fish-themed trims.
With the partnership, Hering and Nosso Camarote highlight the intersection of fashion, culture, and sustainability. In this way, the brand turns Brazilian basics into a symbol of identity within Rio’s Carnival. The activation also strengthens Hering’s presence in high-visibility experiences.
About Hering
Founded in September 1880 in Blumenau, Santa Catarina, Hering is one of Brazil’s oldest apparel brands. With 144 years of history, the company points to pioneering work and innovation in the textile sector. Its portfolio includes Hering, Hering Intimates, Hering Sports, and Hering Kids lines.
The brand also cites environmental initiatives, including Atlantic Forest preservation and B Corp certification. In 2024, Hering joined the AZZAS 2154 apparel and lifestyle group. Finally, the Nosso Camarote partnership marks its debut in a dedicated Rio Carnival 2026 activation.