A SNEAKER brand has promised to bring a little piece of Brazil to Brighton with the launch of its very first store.

Inspired by the Brazilian spirit of ginga, the philosophy that inspires martial art capoeira and the South American footballing style, the concept store opened in Bond Street earlier this month and offers training shoes.

Despite being headquartered in London, Brighton was chosen as the location of the first store because it reflected the brand’s ethos of freedom of expression, thinking and movement.

The new company has also launched an online portal, with two staff in London and five at the store in Brighton.

Brand engagement manager Jenna Aarons said: “We chose Brighton because it's spirit is really fun and creative and full of people that express themselves

“We do plan on opening in London eventually but we wanted Brighton to be our first store.

“We felt the Brazilian flavour wasn’t really reflected in the UK and wanted to bring it here – though it’s more about the thinking and the story.”

The name mo:vel, means “move well” with the trainers promising “agility and flow of movement”.

The Brazilian influence came about after founder Francoise Steiner visited the country and was inspired by ginga, which influences everything from fashion to football.

He visited the favelas and has recruited Brazilian designers and artists to create individual lines and patterns for the brand.

The store is designed to be customer friendly, with sneakers displayed on wooden free standing units.

It is filled with the authentic sounds of bossa nova, axe, forro and samba, to transport customers to the sandy beaches of Ipanema.

The company hopes to harness the carnival Brazilian spirit with the 2016 Olympic Games fast approaching in the Latin country.

And a calendar of in store events will be hosted throughout the summer, with partnerships planned with zumba and yoga groups.

For more information see www.movelshoes.com