Clothing and accessories retail
The shop that tells you when it does not suit you
Clothing and accessories in the Lapa, Sao Paulo, sold across the counter by people who know the stock. We fit before we sell, we say honestly when something is wrong, and we exchange without making it difficult.
What we do
Six things we are asked for most
Click any image to see how that product or service actually works, step by step.
The main rail
Apparel lines
Mens and womens clothing across the season, bought to a written assortment plan and size curve.
See the line →Fit before fabric
Jeans and denim
Denim worked through rise, leg shape and length, with fabric weight and stretch explained plainly.
See the line →Judged on the knit
Knitwear and t-shirts
T-shirts and knitwear chosen by grammage, fibre and collar construction, not by the size letter.
See the line →Material, named honestly
Belts and accessories
Belts, caps and small leather goods with the leather grade stated plainly, sized to the measured waist.
See the line →Bought to a plan
Seasonal collections
A planned assortment with a reserve budget for repeating whatever moves fastest in season.
See the line →Someone who knows the stock
Counter service
Personal attention at the counter, honest fitting, and exchanges handled inside the stated period.
See the line →in the Lapa
from denim to accessories
handled without argument
Who we are
Fredao, since 1998
Fredao has been selling clothing in the Lapa since the end of the nineties. The neighbourhood has changed around us more than once; what has not changed is that people come in, try things on, and get an opinion they can trust.
Read more about us