Street fashion stems from the intersection of youth culture and the interests of people living in the big bordering cities of the US, the ‘product’ of skaters and surfers in California or New York. the 70s and 80s of the last century. Street fashion gradually develops DIY (Do it yourself), takes itself beyond the limits of expensive fashion or seasonal collections to eliminate professionalism to the point of being bored and geared towards Street features, expressing creative and community views.
There is no exact definition of street fashion or anyone knows its ups and downs. Everyone agrees that street fashion is an original model, as if a plain white T-shirt is waiting to be printed and broken. Therefore, over the past 30 years, street fashion has gone deep into the lives of consumers, caught across commercial buildings in Seoul, Hongkong extending to American beaches and parks. .
Not many people think that street fashion – the ‘property’ of the little people, the artists or the individual children at school – becomes the luxury fashion of this era – a style New fashion, international outfit of Instagram generation! Brands that once opposed this rustic fashion have now produced expensive sports wings, hoodies and baseball hats to pursue the huge profits that street fashion brings.
And yet, when facing the catwalks in New York, London, Milan or Paris to turn to the rest of the world, we can see the strong pervasiveness of street fashion. From Singapore to Lagos, from Greece to Western Europe, a talented young generation using street fashion affirms their personality and life, and that is what fashion represents a forward political perspective. set of early 21st century, including enhanced awareness in both the community and the virtual world.
In 2015, after the terrorist attack on Charlie Hebdo in Paris, France witnessed a wave of anger except Islam, crime and violence. Not only the French feel stressed, but even the Muslim community itself sees itself as a burden. In response, Theodoros Gennitsakis started to market the “Pressure” branded T-shirt, written in Arabic on the front, to ease the hostility and desire to connect people: “Not only people France, Muslims also feel as stressed as we are. Theodoros is simple but very effective. “- Theodoros answered the interview.
Pressure Paris has now become a professional brand but its roots are from innovations, always wanting to create feelings and tell the story behind the design. Pressure Paris’s product reflects modern European society, a convergence of many different cultures across the old continent; Pressure Paris’s slogan is written in Arabic, Greek and English, and they use ancient symbols and motifs in the myths of those cultures. The multicultural trend that Pressure Paris brings is the living affirmation of all continental races, utopianism, integration, not division.
The products that Pressure Paris created are very brutal, multi-color, simple, funny, connected because they take advantage of the simplicity of street fashion to create affirmations and claims. to everyone. Pressure Paris aims for a new feel, always open to diversity, unique because they understand that street fashion is suitable for everyone, no need to be an expert.
The success of street fashion brands, despite being outside the traditional fashion trajectory, still proved to be a turning point for the industry for more than 30 years. “Everything has changed, seasonal fashion, traditional shops, until the US market, people at the bottom of the fashion tower have climbed to the highest peak and dominate them,” Sonya said. We are in a new age where street fashion has become a global trend.