Alejandro Geber: «Treino es del pueblo para el pueblo»

Con 28 años, Alejandro es dueño de una de las marcas que más ha identificado a los jóvenes chilenos desde hace cinco años. El estilo y funcionalidad de las prendas son la esencia de esta tienda ubicada en la Galería La Fuente, Providencia.

Por
Luka Hernández
-
651
10632

«Soy un perro callejero de La Florida, que se desarrolló desde muy pendejo en el entorno del streetwear; desde los 13 años”, así responde Alejandro Gebert a la pregunta “¿de dónde vienes?” A los mismos 13 años se compró un par de zapatillas Fila “con gamuza, con gabardina, con todo. Eran las más connotadas”, con eso le bastaba para iniciar una adicción al streetwear, una cultura que le brindaba identidad a lo que él estaba ligado: la calle y el hip-hop.

En paralelo, en su afición al streetwear, era freestyler de plaza, “del 19 de la florida”, dice. “Jano”, era su tag al momento de improvisar, por ejemplo, contra Chystemc. Viene de una escuela de hip-hop fuerte, antes de que saliera el freestyle en eventos o tocatas. En su tiempo solía andar con poleras más largas de lo normal y con accesorios característicos del “old school”. El cómo alguien lucía, definía parte del respeto que se ganaba a base de rimas y batallas de altura.

Estos pilares llevaron a Alejandro a crear, en el 2014, “la marca más influyente” para el streetwear y música nacional: Treino. “Una evolución y demostración de lo que se podía usar; una evolución de la comodidad en torno a la moda y la música”. Como gerente general de la marca, agrega que esta es reconocida ampliamente a nivel nacional y que está tomando fuerza en países como Argentina, México, Perú y Bolivia.

Actualmente vive en Las Condes, pero no en la “high class”, como define al sector más acomodado de la comuna, si no que en donde las casas pareadas abundan y la gente de barrio “percibe el respeto que uno aprendió y formó en La Florida”. La situación en la calle, comenta, se complementa de dos cosas: como tú estás vestido y como enfrentas la realidad. La diferencia ya no se marca por rimas, como lo hacía “Jano”. Sin embargo, la mayor influencia hasta el día de hoy, para él y Treino, sigue en las plazas de La Florida y Puente Alto, y la música, la cual se ve complementada con la buena relación que tiene con exponentes de la escena chilena del rap y trap, como por ejemplo, Pablo Chill-E, Polimá Westcoast y Young Cister, a los cuales considera como sus hermanos.

¿De dónde nace el nombre “Treino”?

Cuando iba al gimnasio con mis amigos veíamos videos de brasileros que entrenaban subiendo escaleras con 60 escalones y cargando un saco de arena, ahí ellos ponían: “Treino muito duro”, y nosotros “¡Oh, mira 60 escalones!, ¡Treino muito duro!”. De ahí salió el “Treino”.

Ahora Treino tiene una connotación con la ropa, con quienes lo visten, con el trap, con muchas cosas. Nunca pensé que podría aportar tanto a una cultura con una marca que cree por gusto; a tener una conexión tan fuerte con los exponentes del hip-hop actual.

¿En qué se basan para sus prendas?

Lo fino, es más sobrio. Menos, es más: esa siempre ha sido la consigna de Treino. Menos logos, más utilidad. Por ejemplo, el banano 3 en 1: un día andas con el shoulder bag (bolso de hombro); al otro día con el chest bag (bolso de pecho); puedes cambiar la correa y le pones la que tiene letras; puedes jugar con las prendas según te acomode. Nos la jugamos por lo simple, pero útil.

Se diseña la ropa siempre en engañar a la gente, está hecha para los tramposos, en ropa funcional. El mayor ejemplo es la colección “Tramposo”: polerones con doble bolsillo, con cierres escondidos en los brazos para pasar torpedos o hasta un moledor.

¿Cómo llegó a ser tan conocida la marca?

Fue todo orgánico, no se invirtió ni un peso en publicidad. Crecimos por dos factores, uno por el filtro para Instagram en colaboración con Shishigang, que fue una alianza fuerte con Pablo Chill-e; y dos por el afianzamiento con el pueblo, nosotros logramos hermandad.

Soy alguien que se hizo su capital limpiando autos, vendiendo baldes de arena en la playa, para once pantalones de buzo y hoy en día tiene su tienda llena de prendas influyentes para otras marcas; Treino es del pueblo para el pueblo.

View this post on Instagram

No más abusos #EVADE

A post shared by Treino® (@treinoficial) on

¿Cómo se ha visto afectado Treino con el estallido social?

Muy poco afectado. Yo creo que ha sido inverso, porque nosotros siempre hemos apoyado el movimiento, en ningún momento hemos negado todos los errores del gobierno, propuestas, alzas. Desde Treino nunca se ha negado ningún error entorno a la contingencia; siempre hemos estado dispuestos a apoyar en pueblo, sin importar si llegábamos a perder un millón de pesos, porque nosotros velamos por el bien común.

Puede sonar gracioso, pero mira, estamos al lado del Costanera, el cual estuvo cerrado un mes y nosotros abríamos igual, y la gente venía igual. Estos meses de contingencia fueron exitosísimos, gracias a todas las campañas que se hicieron, desde el “Evade”, pasando por el Negro Matapacos hasta llegar a las a favor de las pyme.

De igual manera, nos encargamos de mostrar y no tener escrúpulo para contar la verdad, difundir que la representación policial nos consumía, eso también fue importante. De nada nos vale decir “Hoy cerramos porque la gente se está manifestando”, no, mentira: “Hoy cerramos por la representación policial a la gente”. No cerramos porque la gente no podía venir, cerrábamos porque los pacos no dejaban venir a la gente; podíamos tener 30 personas esperando afuera de la galería, y ahí estaban los pacos pegándoles para que se fueran.

https://www.instagram.com/p/B3xhcs-n4Km/

En cápsula del chaleco del Negro Matapacos se puede ver un mensaje, aparte de la imagen del can, ¿pero detrás de todo eso, hubo alguna intención con este lanzamiento?

Por anunciar esa prenda Treino fue acusado de colgarse del movimiento para generar plata y no es así, esta tuvo una intención. El 95% de las ganancias fue donado a un caballero que se encargaba al cuidado de los animales. Este caballero tenía un letrero decía “Por favor, ayuden a los perros desvalidos”, eso me hizo ruido. Hicimos 100 chalecos y la plata de 95 se la dimos y le dijimos “usted está luchando por los perros, tome”, para que así pudiera hacer la obra. La plata de los otros 5 la use para pagarle a un amigo que hizo unos stickers para la misma cápsula.

En mi perfil de Instagram se nota mi cariño por Bombito, mi perro al cual recogí. Duerme todo los días al lado mío. A las 6 de las mañana nos levantamos a caminar al cerro. Bombito marcó un precedente; mi perro, mi amor por ellos y el caballero del cartel me llevó crear la cápsula.

View this post on Instagram

San negro mata pacos, patrono de las marchas.

A post shared by Treino® (@treinoficial) on

¿Qué tiene Treino preparado para el 2020?, ¿Colaboraciones con otras marcas?, ¿Nuevas colecciones?

Tenemos preparadas las 4 colecciones al año que siempre hacemos: Verano 1 y 2; Invierno 1 y 2. Aparte llegar La Florida con una nueva tienda de Treino.

Estamos preparando una colaboración con PerroLoco, una marca peruana, para una colección de zapatillas; por primera vez Treino confeccionará pares. La gente ni se imagina lo que tenemos preparado con esta marca.

Está pronosticada para marzo, más o menos. Vamos a jugar con el azul marino y blanco en esta oportunidad y con un stock reducido de pares.

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