Usina was created in 2008 in São Paulo, from a jeans lover’s dream of building a Brazilian brand that spoke the language of love of the product – the jeansionistas (jeans lovers) – seeking in jeans the expression of contemporary urban fashion.The name, Usina, was not chosen by accident. The name expresses all the energy that involves the development process of jeans from its creation, denim manufacturing with its blue DNA until the finished product is in the store – loaded with all of the energy of all the people involved in the process.Even in the brand icon that energy is present – the design is of a stylized weather vane – inspired by the turbines of wind farms – clean and positive energy generators to the world.