The Brazil Merch Trend Has Taken Over More Than Just The Soccer World
Coming right off the back of the Knicks’ NBA Championships win, the FIFA World Cup has cemented the fact that live sporting events can truly bring the world together, even if you’re not an enthusiast. From the excited tourists and communal watch parties to underdog stories and the GOATs making history, soccer is at the center of our conversations (and style) at the moment. And while everyone has their respective teams they’re rooting for, there’s one country that comes on top for cultural relevance… and fashion: Brazil.The men’s Brazilian national soccer team has won the most World Cups in history. It’s also home to some of the greatest players of all time, from Pelé to Neymar. And it’s created an avid fanbase that’s reached people outside of stadiums and across nationalities. So much so that Brazilian soccer jerseys and merch have popped up the most on our favorite celebrities, across the fashion scene, and all over our TikTok feeds.“Brazil’s jersey has been woven into fashion and popular culture for generations, giving it a legacy that extends well beyond the game itself,” stylist and Depop trends spokesperson Gabriella Karefa-Johnson tells Refinery29. “The jersey’s enduring connection to iconic players, music, and street style has made it one of the few national kits that people wear as a fashion statement first and fan merchandise second.” And right now, that’s more apparent to me than ever.From celebrities like Dua Lipa, Hailey Bieber, and Camila Cabello proudly repping the country’s merch in recent months to influencers making viral videos on how to DIY or style the soccer jerseys for different occasions, Brazilian merch has become a dominating fashion trend this summer. According to Depop, searches for Brazil jerseys have increased by over 900% on the resell platform in the last three months (and Brazil tank tops and shirts by over 500%). Plus, Pinterest’s Summer 2026 Trend Report revealed that in addition to soccer style taking over this summer, “Brazil jersey outfit women” specifically increased by over 300% in searches across the platform’s 600 million monthly users.Because of the widespread demand, many Brazilian brands are also thriving in the spotlight: from Havaianas (which increased over 250% in searches on Depop) to Farm Rio, Sol de Janeiro, and Melissa. And many other brands have taken the fandom and momentum and ran with it. Retailers like Old Navy, Bershka, and Hollister have released official FIFA athleisure styles, while others like Urban Outfitters, Pacsun, and Los Angeles Apparel have capitalized on the striking yellow and green color combo. “Brazilians rep their colors harder than most! The limoncello yellow and palm frond green […] is coded into the visual and fashion culture of the country from vintage kits to Havaianas — so much so that, globally, the colors evoke the bombastic energy of the place itself,” Karefa-Johnson says.But it shouldn’t be so surprising that so many people across nationalities also wear Brazilian-coded fashion, especially considering Brazil has some of the largest populations of Portuguese, Japanese, Lebanese, Italian, Syrian, Ukrainian, Korean, German, Venezuelan, and African diasporas in the world. The country is a true melting pot that continues to attract, influence, and inspire so many cultures. View this post on Instagram A post shared by @planet.juli After Brazil recently beat Japan in the final minute of their knockout game, the country may get the chance to bring home the World Cup trophy yet again on July 19. But even if they don’t, there’s no denying the team’s longstanding impact beyond the field.And especially because the 2027 Women’s World Cup will be held in Brazil, I’m pretty positive that Brazil merch won’t be a fleeting trend, but rather continue on as an enduring sporty fashion staple that we’ll reach for for years to come. Like what you see? How about some more R29 goodness, right here?Shop Latine-Owned Brands for Your World Cup Merch5 Ways To Style A Soccer Jersey For The World CupThe Sports-Luxe Trend Is About To Be Everywhere
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Coming right off the back of the Knicks’ NBA Championships win, the FIFA World Cup has cemented the fact that live sporting events can truly bring the world together, even if you’re not an enthusiast. From the excited tourists and communal watch parties to underdog stories and the GOATs making history, soccer is at the center of our conversations (and style) at the moment. And while everyone has their respective teams they’re rooting for, there’s one country that comes on top for cultural relevance… and fashion: Brazil.
The men’s Brazilian national soccer team has won the most World Cups in history. It’s also home to some of the greatest players of all time, from Pelé to Neymar. And it’s created an avid fanbase that’s reached people outside of stadiums and across nationalities. So much so that Brazilian soccer jerseys and merch have popped up the most on our favorite celebrities, across the fashion scene, and all over our TikTok feeds.
“Brazil’s jersey has been woven into fashion and popular culture for generations, giving it a legacy that extends well beyond the game itself,” stylist and Depop trends spokesperson Gabriella Karefa-Johnson tells Refinery29. “The jersey’s enduring connection to iconic players, music, and street style has made it one of the few national kits that people wear as a fashion statement first and fan merchandise second.” And right now, that’s more apparent to me than ever.
From celebrities like Dua Lipa, Hailey Bieber, and Camila Cabello proudly repping the country’s merch in recent months to influencers making viral videos on how to DIY or style the soccer jerseys for different occasions, Brazilian merch has become a dominating fashion trend this summer.
According to Depop, searches for Brazil jerseys have increased by over 900% on the resell platform in the last three months (and Brazil tank tops and shirts by over 500%). Plus, Pinterest’s Summer 2026 Trend Report revealed that in addition to soccer style taking over this summer, “Brazil jersey outfit women” specifically increased by over 300% in searches across the platform’s 600 million monthly users.
Because of the widespread demand, many Brazilian brands are also thriving in the spotlight: from Havaianas (which increased over 250% in searches on Depop) to Farm Rio, Sol de Janeiro, and Melissa. And many other brands have taken the fandom and momentum and ran with it. Retailers like Old Navy, Bershka, and Hollister have released official FIFA athleisure styles, while others like Urban Outfitters, Pacsun, and Los Angeles Apparel have capitalized on the striking yellow and green color combo.
“Brazilians rep their colors harder than most! The limoncello yellow and palm frond green […] is coded into the visual and fashion culture of the country from vintage kits to Havaianas — so much so that, globally, the colors evoke the bombastic energy of the place itself,” Karefa-Johnson says.
But it shouldn’t be so surprising that so many people across nationalities also wear Brazilian-coded fashion, especially considering Brazil has some of the largest populations of Portuguese, Japanese, Lebanese, Italian, Syrian, Ukrainian, Korean, German, Venezuelan, and African diasporas in the world. The country is a true melting pot that continues to attract, influence, and inspire so many cultures.
After Brazil recently beat Japan in the final minute of their knockout game, the country may get the chance to bring home the World Cup trophy yet again on July 19. But even if they don’t, there’s no denying the team’s longstanding impact beyond the field.
And especially because the 2027 Women’s World Cup will be held in Brazil, I’m pretty positive that Brazil merch won’t be a fleeting trend, but rather continue on as an enduring sporty fashion staple that we’ll reach for for years to come.
Like what you see? How about some more R29 goodness, right here?
Shop Latine-Owned Brands for Your World Cup Merch
