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Launching this Autumn, the new footwear brand Mo:vel conspires to get us all moving with Brazilian ‘Ginga’.
Walk like a….Brazilian! And who wouldn’t want to? With Brazilian ‘Ginga’ an ingrained and insatiable characteristic of the South American nation’s psyche, the walk, talk, dance and general rhythm is infectious and deeply desirable.
The term Ginga (pronounced with a soft ‘g’ as in genuine, jeen-gah) provides an insight into a culture that is so passionate about and rooted in movement that it can’t help but produce amazing footballers and intoxicating dancers. Ginga is the most subtle aspect of groove; the indefinable, mystical quality of movement and attitude possessed by Brazilians; it is fluidity and rhythm, weaving footwork and love life attitude.
Ronaldo said: “I think it’s in our blood, it’s a gift given by God especially to Brazilians who play football and learn to dance from an early age.”
Vital, integral and essential, Ginga’s origins lie in the cultural fusion found in Brazil. You see the influence of Capoeira (the martial art with its roots in Africa) blended with samba steps and their heady drum beat. There is no Ginga without movement, rhythm and joy.
New footwear brand, Mo:vel, are channeling the spirit of Ginga into their shoes, conspiring to get us moving like Brazilians on a global level. Their shoes are designed with a distinctive wave structure built across the body, as well as a flexible rubber soles with pivot points, that give wearer the freedom for expressive movement.
Bringing Brazilian graphic artists into their plans, the Mo:vel range includes limited edition pieces featuring original artwork by Bruno Nunes Coelho and André Coelho. The graphics are all about movement too: the African influences of the Afro-Brazilian Axé music from Salvador de Bahia, the soulful ease of Bossa Nova, or the folk lyrics of traditional Forró music.
There are three ‘cuts’ of shoe named for iconic Brazilian locations. The São Paulo is a low-cut jogger designed for navigating city streets with agility. The Rio Grande is a stylish trainer cut high to the ankle, whilst the Bahia trainer is another low cut style.
To mark the launch of the brand, Mo:vel has teamed up with the acclaimed urban fashion and sports filmmaker Mollie Mills, whose talent is to bring alive a personality in the three minutes or so it takes to view one of her films. This time she’s bringing us a Mo:vel short uncovering the lives of four young Brazilian natives, each with their own distinctive Ginga.
The documentary follows Ailyn, The Capoeirista, Rodolfo, The Footballer, Pablo, The Dancer, and Aretha, The Party Girl. The vitality and enthusiasm of the subjects is addictive, captured vividly by Mills in this real life doc filmed in the home city of the foursome, Rio. Catch Ailyn’s fluid dance moves which in particular bring the concept of Ginga to life. Enough to light up a grey UK afternoon with Brazilian verve. Keep on moving!
View the new Ginga inspired Mo:vel range at movelshoes.com
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