NIAP Casual Company: Fashion with Roots in Rio’s Outskirts and Eyes on the World

Fashion has the power to tell stories. In the case of NIAP Casual Company, founded in 2021 by William Estevão da Costa Martins, each piece is born from real experiences, infused with authenticity, and shaped by the rhythm of the streets of the Baixada Fluminense—a metropolitan area on the outskirts of Rio de Janeiro, often overlooked but rich in creativity and cultural resilience. In just a few years, the brand has expanded its presence and established itself as a strong voice within Brazilian streetwear.

The DNA of NIAP is deeply rooted in the Baixada, but its language travels far beyond Rio. William explains that the creative foundation of the brand comes from growing up in a neighborhood that hosts one of the largest annual urban art festivals in Latin America, possibly even the world. This environment provided an authentic base for expression, shaping a fashion identity that reflects local gatherings, street energy, and the resilience of a community that turns challenges into culture. With the global rise of streetwear, NIAP has found space to connect with a diverse audience, balancing global trends with a distinctly regional authenticity.

It is from this context that the collection “Vislumbre” emerges—the second chapter of Keep it Casual. The word vislumbre in Portuguese means a “glimpse” or “faint vision.” Inspired by a period of uncertainty and lack of direction, the collection visually translates universal emotions through prints and silhouettes that oscillate between doubt and hope. The hazy print reflects the fog of indecision, while the ghost print evokes a blurred view of the future. Yet within that uncertainty lies a message of confidence and resilience, echoing the daily life of Rio’s working-class communities, who wake up early to face challenges while still seeking identity and purpose.

NIAP’s boldness lies in addressing themes many brands avoid—speaking openly about feelings, doubts, and realities without polished filters. This fearless approach appears in its strong graphic prints and raw storytelling. At the same time, subtlety runs through the functional fit of the garments, adaptable to multiple settings—from rap concerts to more formal environments. The contrast is deliberate: regular, restrained T-shirt cuts serve as blank canvases for abstract expressions, while pieces like the Unauthorized shirt present a bolder message balanced by carefully structured silhouettes.

From the beginning, NIAP has faced the challenge of transforming philosophy into tangible product. Competing with national and international giants, the brand carved its space by building authenticity and community. Today, about 90% of NIAP’s production remains in the Baixada Fluminense, employing local seamstresses, pattern makers, photographers, and models. More than a business choice, this is a social statement—highlighting the talent of a region often marginalized by prejudice and lack of visibility.

Check out the interview with William Estevão da Costa Martins, 27 years old, founder of NIAP Casual Company:

1 – NIAP was born in the Baixada Fluminense, on the outskirts of Rio de Janeiro, but has already expanded its presence in the fashion scene. How does the brand translate this local identity to connect with a broader audience?

NIAP was not only born in the Baixada, but it also has its creative foundation and essence there. We grew up in a neighborhood that hosts the largest annual urban art event in Latin America—possibly in the world—which provided us with a solid and authentic creative base. Contemporary audiences are increasingly receptive to brands like NIAP, which translate real-life experiences into tangible products. Through our pieces, we interpret both what we live and what the Baixada Fluminense has to express.

The global growth of streetwear has made it easier for this communication to reach a more diverse audience. Our strategy is to stay connected to trends while preserving our regional identity. We work at the intersection of two worlds: closely observing what kids are wearing in the Baixada’s public squares and what is becoming a global trend. It is in this connection that we find our universal language, allowing our local authenticity to resonate with an ever-wider audience.

2 – About the inspiration behind the Vislumbre collection: How did you transform this universal idea into pieces that also carry the energy and authenticity of Rio?

The Vislumbre collection was born out of this state of uncertainty, and translating such a universal experience was our greatest mission. We represented it visually through prints, such as the hazy print, which reflects this uncertainty and doubt about where we are going and what we are doing—yet at the same time carries a message of confidence, encouraging us to keep moving in our own style despite the doubts. The ghost print reinforces the idea of indecision, that blurred vision of our future and our purpose.

Despite the uncertainty, the collection also carries a strong message of hope and attitude. Our idea was to connect this feeling with the reality of Rio de Janeiro’s daily life—the resilience of those who wake up early to work while still seeking their own path and sense of purpose. This duality is expressed not only in the prints but also in the design of the garments, which prioritize comfort for everyday wear. A sweatshirt with an easy fit or pants that adapt to any occasion reflect the desire to go beyond the standard.

In the end, Vislumbre takes a universal emotion and retells it in an authentic, regional way. It is the beauty of discovering our own journey, inspired by the resilience and strength of those who live in the Baixada Fluminense.

3 – The concept of the collection blends boldness and subtlety. How does this balance connect with global fashion trends while still maintaining NIAP’s unique signature?

NIAP sets out to explore themes many brands tend to avoid, engaging with people’s everyday lives not only through comfortable, wearable pieces but also by translating emotions and stories told without emotional filters. Our boldness lies both in our authentic narrative—unafraid of being “less polished”—and in the prints that embody these ideas. At the same time, we work subtlety into our creations. Our prints suggest emotions rather than explicitly stating them, inviting a more intimate connection with those who wear them. Subtlety is also present in the fit of our functional pieces, designed for comfort whether at a rap show or in more formal settings.

Current global fashion trends highlight authentic stories and true roots. The more real a brand can be, the closer it gets to its audience. The market has grown tired of the “perfect” and the “manufactured.” Garments with comfortable fits and day-to-day functionality represent a global trend, as does the evolution of minimalism—which today is less about the absence of elements and more about personalized touches of expression. This is exactly where we position ourselves: creating pieces that may look simple at first glance but, upon closer inspection, reveal textures and prints layered with meaning and depth.

We believe that beyond fleeting trends, style is directly tied to identity. While we don’t dismiss the importance of trends, it is our authentic storytelling that gives NIAP its unique signature.

4 – Since its foundation in 2021, NIAP has experienced consistent growth. What have been the biggest challenges and achievements in positioning yourselves within an increasingly globalized market?

The challenges have been many, but one of the main ones has been competing with major national and international brands from the very beginning. This reality pushed us to strengthen our identity and make it as authentic as possible in order to stand out. I realized that to compete with the marketing power of big labels, we needed to create something genuine and personal—building a community that seeks not only clothing but also a story to connect with. This brought another significant challenge: translating our philosophy into tangible products. The difficulty is not just in conceiving good ideas but in materializing them into high-quality pieces. Our focus has always been on excellence and durability in every collection, and we have seen constant evolution in this regard.

Among our greatest achievements, I would highlight the fact that nearly our entire production process is based in Baixada Fluminense—a metropolitan region in the state of Rio de Janeiro often overlooked in Brazil’s fashion and cultural scene. By concentrating around 90% of our team there, we’ve generated opportunities for local seamstresses, pattern makers, photographers, and models. We intend to maintain this structure, as we believe in the talent and capacity of these professionals, who often face barriers due to prejudice and lack of visibility associated with the region.

Another fundamental achievement has been building our community. We have grown consistently and have been well received by an audience that, even when geographically distant from Baixada Fluminense, still connects deeply with NIAP’s philosophy. Our goal remains clear: to create universal communication without ever losing our essence and authenticity.

5 – Vislumbre works with the idea of flashes and reflections, revealing in an imprecise way what is still to come. How was this duality between showing and suggesting explored in the cuts, fabrics, and silhouettes of the collection?

In the Vislumbre collection, we explored this tension between revealing and suggesting through deliberate design choices in cuts, fabrics, and silhouettes. For the t-shirts, we opted for more regular and contained fits, purposefully distancing ourselves from the oversized and boxy trends dominating the market today. This choice created an intentional contrast: garments with more discreet, conventional cuts serving as a canvas for prints that evoke feelings and subjective interpretations.

We took an inverse approach with our Unauthorized shirt, where the print communicates a more direct and explicit message, while the cut and silhouette carry a more elaborate construction that reflects our aesthetic signature. Our design philosophy remains rooted in functionality and well-structured pieces, yet they simultaneously suggest a fluid identity—one that resists rigid definitions and embraces the uncertainty that inspired the collection.