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The other Brazil


— Buying, Not Just Chatting

Born as a social for messaging, Zuckerberg’s idea wants whatsApp to be a 360 business platform. They’ve talked about this project for years all over the world, and Brazil is a pioneer country. Already in June 2020, the function that allows to exchange money between WhatsApp users made its debut in Brazil. A long-desired feature that, after a few weeks, disappeared from radar due to security checks. Today it is back in Brazil, the second WhatsApp market with 120 million monthly active users, many of whom already use the platform to communicate with brands.

The developers worked on a dual direction: business and private. In fact, WhatsApp Pay works both as a method of exchanging money between people and as a payment between the user and the company. 

“Making payments simple can help bring more businesses into the digital economy, opening up new sales opportunities.” says the official whatsApp blog. We hope that this much-talked-about feature, after conquering Brazil, will quickly arrive in Italy as well.


— We Are Back Traveling

Farm Rio and Levi’s have launched a bold collection that inspired by travel, nature and tropical dreams, celebrating the best of American and Brazilian heritage. After months of limitations, brands want to unleash and let their consumers do the same, bringing out the best in each other and offering fun looks inspired by travel and freedom: trucker jackets, shorts, tracksuits and t-shirts decorated with Brazilian elements such as jaguars, toucans, tree frogs, and flowers. As part of the project, Levi’s and Farm Rio are also partnering with SOS Mata Atlantica and One Tree Planted to plant 14,000 native trees that will help preserve and restore two Brazilian forests. In a statement, Levi’s says the collection is “designed to root us in the beauty of the present while reminding us of a future worth preserving”.

Together with Havaianas, Farm Rio is one of the best-known brands in Brazil and today, thanks also to this collaboration with Levi’s, revenues outside of Brazil have increased by 217%.

“With his clothes Farm Rio is able to make us travel with the mind and celebrate Brazilian heritage all over the world,” says Roopal Patel, fashion director of Saks Fifth Avenue.


— Taxi Service for Ladies

Inspired and made from women for women, the startup Lady Driver was created to provide maximum security to women who travel for work or pleasure in the chaotic Brazilian metropolises, still too often the scene of harassment and assaults.

With its claim Junta Vamos Chegar Là, the app connects female passengers with female drivers. A kind of “Uber for her” offering women a double advantage: on the one hand it gives priority to the safety of urban transport, on the other it contributes to the empowerment of female drivers and to gender equality in this segment.