We talk w/ Theodoros Gennitsakis, founder of Pressure

If there is a project in Europe whose solidity and concept are worthy of admiration is Pressure Paris, directed by Theodoros Gennitsakis.

Agency, magazine and clothing brand make Pressure the 360º of creativity that leave us with our mouths open. Recently we have talked about the consolidation of the fashion project through its new collection that will be released next December.

At the head of this boat is Theo ( @theo_pressure ) a person who has found in the limitation of the crisis the inspiration and motivation to build from scratch one of the projects that start to shine in the underground scene of the European panorama.

Below you can read the talk we have had with him about Pressure‘s present, past and future.

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Highxtar (H)  – Projects, Magazine, Fashion, Agency … What is Pressure Paris and what is the initial concept behind the project?

Theo – Pressure Paris is a multi disciplinary agency who became a magazine, a brand, an hybrid space in Paris and will become something else… The initial concept is to bring multi cultural people to make creative projects for brands, for us, for people. We are focus on the Mediterranean countries but not only.

H – We have seen that you have expanded the project to other creative areas, one of them is fashion … Through instagram we noticed that you were at Paris Fashion Week and we have see some teasers with SS18… Are you planning to make complete collections by season and leave the capsules? Do not you think this can limit your message?

Theo – We are planning to make a real collection yes but we will never leave the capsules and we will work by seasons only for the shops. We don’t follow the seasons with our brand and our magazine. Our magazine is more a retrospective work than a seasonal magazine. We want to do the same with the brand. A retrospective of life.

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H – We love all the clothes, although sometimes we can not understand the message behind each one of them. We know that the Mediterranean culture is the basis … What inspires you to create the graphics you print and what is the message you want to convey?

Theo – I can just say that what I do is 100% true and is coming from something I know or I saw. It’s very personal. I don’t pretend and I don’t want to be someone else, in me. I’m focus on the mediterranean countries cause this is from where I come. Hope and freedom is the message.

H – Your country, Greece, has passed a situation similar to ours, Spain. We have both suffered a big crisis. It is said that crisis situations favor creativity… Have you had that feeling in Greece?

Theo – Actually this is how everything start. When the crisis start in Greece, I was already going since I’m child so I saw the evolution and the last years before the crisis nothing was happened there. Then the crisis start and I saw so many changes around me. People start to make stuff without money and I saw the new generation born in this shit but starting to make stuff without nothing. Then I decide to quit my comfortable life and to be focus on this, to take part of this new movement. People don’t trust me but I can promess you that the gold years of Greece are coming. We reborn with pain but we reborn.

H – We have read that one of the maxims of Pressure is quality before quantity … Is not quantity and quality compatible?

Theo – You have to make quality first then you have to make quantity to make money. But I don’t think quantity and quality are compatible…sadly.

H – In Europe there are a lot of new concept projects & brands … Are you following someone that we should put our radar over it?

Theo – I’m following everyone cause I’m interested about creativity. If I had no brand, would be the same. With the magazine I’m already in touch with most of these brands, this is just pleasure. I don’t like to give names in general but there is some brands that I follow since the first day and who became very good now.

” I don’t think quantity and quality are compatible…sadly.”

Theodoros Gennitsakis

H –  Collaborations are a constant in the world of fashion… Do you have any programmed in the upcoming future?

Theo – We are talking with some brands but nothing confirmed so I prefer to don’t say something if im not sure. But yes we are open to make collabs if the vibe is similar.

H – You have worked for clients such as Nike, Adidas, Chanel, Chloé, Maje, Cartier, Carolina Herrera or Hermès … Have these brands influenced the way you conceive the Pressure fashion line?

Theo – Yes they influenced me, not in a creative way but more in a constructive way to make a brand. With the agency we doing projects for brands. I do that too since 15 years so yes all the brands I work with inspire me in a diferent way.

H –  Regarding the near future … What are the next steps that Pressure will follow?

Theo – We want to open a shop in Athens and in Paris first, then we will see if we have enough energy to go more far.

H – Printed issues in the digital era… When will be published the next Pressure issue?
Theo – The next issue is for February. We will make a launch in paris, in our space during women fashion week.

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web: pressure.fr | instagram: @pressureparis >>> #mustfollow