R. G. B. (Reserva)

Reserva was founded in 2004 in Rio de Janeiro by Rony Meisler, a production engineer, and Fernando Sigal, an advertising professional. By the company's own account, the idea began at a gym, when the two noticed several men wearing an identical style of shorts and decided there was room for clothing with more personality and humor. They started with graphic T-shirts and built the brand around a distinctly carioca sensibility before expanding into a full menswear range emphasizing comfortable fits and bold prints. Over time Reserva extended into a children's line (Reserva Mini), an activewear line (Reserva Go), and a restaurant carrying the Reserva name. In 2020, Arezzo&Co acquired Reserva for roughly R$715 million, folding it into a larger Brazilian fashion group; Arezzo&Co itself merged with Grupo Soma in 2024 to form Azzas 2154, now one of the largest fashion companies in Latin America, making Reserva part of that combined portfolio. The brand maintains retail locations in fashion districts such as São Paulo's Rua Oscar Freire alongside stores across Brazil.