Arab and Greek graphics and mythology, Mediterranean sea, salty messages, Xaos and love. These are the origins of a counter-culture trend created by Theodoros Gennitsakis, founder of Pressure Clothes, in 2012. This wave started with a great statement: value to the Culture of the Mediterranean sea countries and its heritage around the world.  

Pressure Clothes is a streetwear brand that, since 2012, uses Mediterranean aesthetics, typographies, symbols and the famous uncool graphics on its garments, making it the official first streetwear brand of the Mediterranean.

This brand started as a cult phenomenon, seen in the streets of Paris. The first tee had the Pressure logo written in Arabic. This was designed at the time of the terror attacks happening in Paris. At this period, this was considered a strong political statement, as ‘arabophobia’ was a norm. This risk was adopted by the youth, to be turned later to a trend, as models and it-girls started wearing the tees.

This is probably the best unofficial campaign that a brand could initiate: strongly political due to its Mediterranean roots, yet defining the new way.

Pressure Clothes has its headquarters in “the countries of the Mediterranean sea”, and it is initiating counter-culture trends. From the Arabic lettering in clothing and the Mediterranean style that it is now on trend, Pressure Clothes pays a salute to the financial and chaotic crisis -associated with the Mediterranean countries- using cult as its response.