PRESS START - Private Label Management

Press Start is a womenswear clothing line that exudes a young and powerful energy, with references to the Y2K era of fashion and culture. The brand aims to give a fun and modern take on the early era of "modern culture" that is celebrities, TV shows, video games, and more that comes from the era.

Behind Us

Both founders of the brand grew up in the y2k era, surrounded by Nickelodeon cartoons, Playstation games, Bratz dolls and MTV shows. Heavily inspired by the loud and heavy outfits of the characters worn in many of the games and shows of the era, they started experimenting with outfits of their own. In a way, fashion became a safe space for them to experiment with their own looks to find themselves and their artistic side. With the heavy influence of the era's aesthetic, the two got into fashion.

Press Start was heavily inspired by the Y2K era of fashion and media.

Inspiration for the brand comes from beyond just fashion looks of the era, but takes elements from cartoon series of the era, such as Winx Club, Totally Spies, Danny Phantom, the Bratz series and video games, as well as other forms of pop culture such as video games, TV shows, music and band groups, media icons such as Paris Hilton, and lifestyle elements present in the era.

Press start was created with current trends and aesthetics in mind

Without relying too much on a single aesthetic, therefore not limiting growth as well as so that the brand would not be defied to o tightly on a single style and look, Press Start takes their main direction by combining elements from both the Y2K era which serves as the main source of inspiration, as well as current fashion trends to create a unique look for their first debut collection. Elements such as silhouettes, colour palettes, cuts, lengths, fabrics choices, styling and hardwares have been researched thoroughly to give a taste of the Y2K inspiration while at the same time not feeling too outdated or throwback-like.

Otros créditos

Salya Benaza for Make Up
Dimas Gabra for Photography
Rinjani Thalib for Modelling
Persona Management Agency