Wesley Freitas
Founder, Creative Director, Designer
Studios in coverage:Estúdio 017
In their own words
What interested us was the idea that these structures of power no longer belong exclusively to institutions, monarchies or religious systems. Today, identity itself becomes a form of territory.
Valthera was never intended to feel like a fantasy brand or a nostalgic reconstruction of the past. The goal was to create something that feels culturally hybrid, where references coexist subtly inside the same system.
The decision came largely from references connected to early digital culture and older video games.
Articles & interviews1
- Estúdio 017 crafts neo-medieval identity for fashion label Valthera
The Brand Identity features Estúdio 017’s neo-medieval identity for Milan-based fashion label Valthera. The project, led by Wesley Freitas, explores the concept of techno-feudalism through heraldic symbolism, hybrid typography, and a dark, metallic palette. The identity merges luxury and streetwear influences to reflect Valthera’s positioning as a culturally hybrid fashion brand.