Lucas Almeida is a reporter for TV Bahia and also the creator of the shirts and accessories brand Pretu Massa
Anyone who is a viewer of TV Bahia, Globo affiliate in the state, has most likely already come across the face of Luca Almeida28 years old, station journalist. He is a black man, who wears a large beard and his hair is shaved on the side. This description can be made to many young people of his age, and, for this reason, it has also become the visual identity of the clothing brand he created, the Pretu Massa.
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“Our focus is on these young black men. I think it’s about young people on the periphery, but about young people who can access other spaces. I think this reflects on me too. I’m a boy from the suburbs, but thanks to communication I can also access other spaces. But I’m looking for my way of dressing, I’m looking for my place in this fashion thing,” she says Earth.
Pretu Massa was originally born in 2017, out of a need to generate another income for him and his then-girlfriend, now wife, Joana, who was quitting her job. This entire scenario was the inspiration for Lucas to create a brand of phrase shirts, in an aesthetic that matched his own.

Gradually, the project acquired more solid contours and, in addition to selling T-shirts, promoted conversation clubs and parades in Cruz das Almas, a city in the Recôncavo region of Bahia, where Lucas was born.
“There were people who never imagined themselves walking down a runway, seeing their body as one that could be used as a model. It was really cool to understand what Pretu was building,” he says.
Agender fashion
It is true that Pretu Massa’s drawings are made by a man and they speak to him. In a way, the idea is that men are starting to understand their own style, as historically fashion has always been viewed from a female perspective.
“The proposal at this moment is to get these other men to think about this aesthetic, about how they want to see themselves in the world, about how they too want to present themselves to the world. I think I live this discovery of finding my style, of understanding my style, of thinking about how I position myself in the world through these clothes,” considers Lucas.
However, he says the brand’s shirts and accessories do not distinguish between feminine and masculine. For Lucas “fashion is for everyone”.
The journalist even recalls that at the brand’s launch show in 2017, a trans model walked the catwalk. “Talking about a body like that of Cruz das Almas, which is inside, was a shock to many people. But I think it’s a lot to reflect on these bodies that are different and can wear,” he says.
Relaunch
Pretu Massa went through a period without new creations, but with pieces still sold in collaborative stores in the interior of Bahia. In 2020, Lucas was called as a reporter at TV Bahia, he had to move to Salvador and put his business activity with a purpose on hold.
Now, four years later, he is relaunching the brand, which arrives in the capital of Bahia, initially virtually.
In this great little journey, Lucas reflects on the importance of dreaming. Being on TV had been his dream for a long time. Now, with this dream already realized and underway, the time has come to dedicate yourself to the dream of having something to call your own.
“It’s very important to get this dream out of the drawer. During this period I had to leave this dream a little muffled, on pause, due to my new needs. But I think I also had the courage to resume, to return, despite the challenges that continue”, he considers.
Source: Terra

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