Foto por: Acervo Greenish
,, I like waves, and Taíba is where they break perfectly—that’s why I live there.
It was in 1992, using a paper dictionary, that Petrônio Tavares found inspiration for the name of his first brand, Greenish. When founded by him and his brother, José Rubens Tavares, the brand focused on surfboards, but it quickly evolved into a clothing brand. Today, Greenish is a reference in both the local and national markets. I spoke with him and his daughter, Gabriela Tavares, the brand’s creative director, about how the family is doing nowadays.
Petrônio, you’ve been surfing for almost 50 years. Between surfing and kiting, which are your favorite activities today?
Petrônio: I’ve been surfing since I was 10 years old, and I belong to surfing. In wingfoil, I missed the drag, that sound of the board cutting through the water… Before, I only surfed, but here in Ceará the wind is very strong, so it became my best partner. Sailing has greatly improved my quality of life; it allows me to spend more time in the water. Now, I want to add straps to my kitewave board.
Besides surfing and kiting, what else do you practice in the ocean?
Petrônio: My first contact with sailing was in 2005 with Calunga (Aldemir Calunga), in Cauípe. Before that, I had tried windsurfing with Kong (Edson Ferreira da Silva), but I didn’t pursue it much. Only in 2013 did I return to windsurfing, and in 2021 I started wingfoiling, in Jericoacoara, where we also have a store.
What are your favorite spots in Ceará for practicing these sports?
Petrônio: Surfing is in Taíba, and kiting too. I like waves, and Taíba is where they break perfectly—that’s why I live there. I always dreamed of living in front of a surf spot, being able to surf without needing a car. My children and I are into kitewave; both of them kitesurf and enjoy riding waves too.
What is it like to share these moments in the water with your children?
Petrônio: Surfing and sailing with Timur and Gabriela is a great joy. We motivate and correct each other. Doing downwinders from Cumbuco to Cauípe or from Pecém to Taíba is amazing. It’s great to see them enjoying the same sports as I do.
Gabriela, and for you, what is it like to be in the ocean with your father?
Gabriela: We live in Ceará, so there was no way not to get involved with kitesurfing. People really respect my father in the ocean, in the sport, and in life. And the fact that he encouraged us in these sports brings authenticity to Greenish, which is now run by me and my brother.
Sandra and Petrônio’s son and daughter are now at the helm of the brand their parents founded.
Speaking of business, is Greenish today the main source of income and activity for the whole family?
Petrônio: Yes, we live off the brand. Sandra (my ex-wife and mother of my children) takes care of finances; Gabriela focuses on the factory, Timur is the operations director, and I look for new locations for stores. At the end of last year, we opened a store in Pipa, Rio Grande do Norte, and this year we’re expanding to Piauí, where we will open a Greenish store in Barra Grande.
Greenish Store in the Brazilian Fernando de Noronha archipelago
What is the current size of the Greenish store network?
Petrônio: There are 11, and Barra Grande will be the twelfth. Nine are in Ceará: three in Fortaleza, two in Jericoacoara, one in Cumbuco, one in Icaraizinho, one in Preá, and one in the Premium Outlet (Caucaia). There is one in Fernando de Noronha (PE), one in Pipa (RN), and now one in Barra Grande (PI).
What has Greenish been doing to reinforce its identity as a sustainable “green brand”?
Gabriela: In our products, we have the Re-Project line, made from reused materials. We prioritize items made from recycled fabrics, produced from textile waste collected from factories and transformed into new fabrics, usually with a more rustic look. 95% of our cotton fabric is certified with the BCI seal, which ensures sustainable production. The entire chain respects cultivation, capacity, human labor, and the environment as a whole.
To learn more, visit: https://bettercotton.org/pt/
Levi Lenz wingfoiling in Preá. The athlete from Ceará is a global ambassador for Greenish.
To wrap up, how does the brand position itself regarding competitions and what kind of athletes do you look for?
Gabriela & Petrônio: We are quite out of competitions; our athletes today are focused on freesurfing. To be a Greenish ambassador, you need to be someone who wants to explore, discover the world, challenge yourself, stay connected with nature, and genuinely want to share that with the public. An athlete who wants to inspire more people with what we believe in: connection with nature, well-being, and a light, healthy lifestyle. From Ceará, we support Levi Lenz, who currently lives in Maui.
