Pipireta: 17 years of an Argentine brand that chose to compete with creativity

In a context where many textile companies sought to reduce costs through imports, Pipireta took the path of betting on Argentine design, local production and its own identity. Eugenia Corigliano and Adrián Damiano, founding partners of the brand born 17 years ago, tell how they built a business that turned Argentine symbols into garments with a contemporary look

Eugenia Corigliano and Adrian Damianofounders of Pipireta, reviewed the history of a brand that was born with the aim of creating different garments and that over time found its main differential in the Argentine identity.

From his workshop in PaternalCity of Buenos Aires, develop original designs that they market online throughout the country, betting on creativity and national production to demonstrate that in Argentina you can also create products with value, quality and personality.

Pipireta has 17 years of experience. How did the idea of ​​creating a clothing brand with such a strong identity come about?

Eugenia: From the beginning we bet on art, color and creating products that caught attention, that had something to say. We always wanted the brand to have its own personality, so that someone could see a garment and feel that it was designed for that person. That it wasn’t just clothing, but a way of expressing something.

In a market where many brands chose to import finished products or produce in other countries, you made a different decision. Why did you choose to continue manufacturing in Argentina?

Eugenia: For some time now, and especially when many colleagues began to look for alternatives in other countries or directly imported products, we decided to go in another direction. We felt that it was time to show that beautiful products can also be made here, with identity and with characteristics that only an Argentinian can create. For us it is not only a productive decision, it is a conviction. We believe in the talent, creativity and work of all the people who make each garment possible.

How did you manage to transform Argentine symbols into a design proposal and not simply into an allusive garment?

Eugenia: We always seek to reinterpret our identity through art. We do not simply make clothing with a flag, but original designs that are born from scratch and that seek to convey something. Each illustration has a story behind it. We work with Argentine artists and we think about each design so that whoever uses it can feel represented. Let him say: “this has to do with me.”

For a long time, Argentine colors were associated almost exclusively with soccer. How do you work to bring that identity into everyday life?

Eugenia: We believe that that was changing. Today clothing has become a way to communicate who we are, our values ​​and what we identify with. For years we used symbols from other countries as fashion. We thought: why not use ours? Why not be proud of who we are and wear it? At Pipireta we want a person to be able to say: “I am Argentine and this was done in my country.” Not from a traditional place, but from a creative, current and optimistic perspective.

What does it mean to be an entrepreneur in the Argentine textile industry, especially in such a challenging economic scenario?

Eugenia: Starting a business in Argentina means constantly adapting. Uncertainty, changes in costs, production planning and the economic context make every decision a challenge. Furthermore, competing with imported products forces us to permanently rethink the strategy. We know that we cannot compete on price, so we choose to compete with what we know how to do best: our creativity, our design and our ability to generate something different. That also forces you to bring out the best in yourself.

What was the biggest learning after 17 years of building your own brand?

Eugenia: We learned that entrepreneurship is not just about selling clothes. It is building relationships with workshops, illustrators, suppliers and clients who believe in the same project. Behind each garment there is a network of people who make it possible for the brand to continue growing. We also learned that we have to listen, adapt and change constantly because the market is constantly moving.

What value does it have today to choose a garment made in Argentina?

We believe that a garment made in Argentina represents much more than a purchase. It represents work, creativity and the decision to bet on an industry that has a lot of talent. Every time someone chooses a national brand they are supporting a chain of people who work behind that product. In our case, we want each garment to carry something more: a story, an identity and a little piece of Argentina.

After 17 years, Pipireta continues to bet on the same concept that gave rise to it: creating products with identity and differentiating ourselves through design.

In a scenario where competing is increasingly challenging, Eugenia Corigliano and Adrián Damiano chose to transform that difficulty into an opportunity: to demonstrate that Argentine talent, when it finds a clear idea and its own identity, can also become a sustainable brand.

More info at @pipereta_disenios