Start-up brands don’t only exist in the US. This time, let’s check what’s happening in Europe’s streetwear scene, particularly in France. In this ‘Streetwear Exchange’ article, SoJones met up with PRESS FWD, a French streetwear start-up and checks out the competition outside the country. What we found? Total dopeness which is more than ready to invade the US market.
Introduce yourself and describe how your brand was started?
I am Raphaël, brand manager of PRESS FWD clothing line. The brand is the fruit of 3 French fashion entrepreneurs’ hard work (Niko, Xavier and I). Fyi, my friend Niko is a 10 year design veteran and head creative director for French label Bullrot Wear 313; a multi-million dollar brand sold in 15 European countries over the last decade. It was time for us to introduce our skills to the US…
Describe this season’s theme for your line. Include any sources of inspiration (examples: 80’s punk, muses like Amber Rose, 70’s disco bands, Kanye, etc)
One design staple of the Press Forward brand is to create garments with integrated hardware that creates fusion between multi media devices and our apparel. We were inspired when building our outerwear pieces by popular headphones brands in the urban segment (as BeatsbyDre or SkullCandy). Apple devices are a great source of inspiration as well, especially when we designed gloves which have injected silicone at the fingertips making it possible to freely use your touch screen devices without exposing yourself to the elements.
We also draw inspiration from our roots and world-renowned aspects of French culture when developing our seasonal themes. That’s why you will find Eiffel Tower rivets on your PF denim for example or receive a Press Fwd XO Cognac bottle as gift if you are a buyer that we like!
Any product placements on celebs to keep an eye out for (examples: publicity photos, magazines, movies, music videos etc)
Our line will be available for the Fall/Winter 2011 season but we currently work on that issue. We are able to develop made-to-order pieces in our workshop in France. You will see our key product, the Crystal “see-through” Vest worn by top celebrities. We’ll send you pictures soon…
What has been a surprise fashion hit over the last year? (a particular piece, a look or even another brand)
Outfits worn in the movie “Tron: Legacy”. As explained in an LA Times interview, “the lights in the costumes are polymer-based elastomeric luminescent lamps”. Sick…
What current fashion trend would you like to see thrown overboard?
Not a particular one in mind.
What is/was one of your most prized fashion pieces, past or present?
Definitely our Crystal “see-through” Vest. The body fabric is see-through, and so the color “black” actually signifies that the down fill is dyed black. The same is true of any other color way. The vest also offers the functionality of being worn with headphones attached thanks to the removable collar’s design. This product is a masterstroke signature of PRESS FWD style and ringing announcement of our intended aggressive positioning.
It has been very popular every time revealed to top professionals of that industry or during major tradeshows.
TuPac or Biggie?
Both are great men…
Special shout-out: Cédric Amégan (Paris model), Kevin Vast (photographer), Laurent & Olivier Huttinot (Brothers Brooks, NYC) and many others…
Since most of PRESS FWD’s products are still on pre-order basis as you can see on the brand’s Facebook page, it means if you win the giveaway below… you’d be a proud owner of the upcoming PRESS FWD fashion piece!
PRESS FWD GIVEAWAY!
Want this PRESS FWD Monogram Jacket? Only ONE lucky SoJones reader can win this awesome jacket retailed at $175.
Here’s another look:
Here’s how it works:
1. Follow PRESS FWD’s Facebook page. You will only be eligible to enter this giveaway if you follow.
2. Answer this question: Where does PRESS FWD come from?
3. You can give your answer March 25th, 2011 through April 15th, 2011. Make sure that when you comment you provide a link of where we can contact you (like your SoJones account, your Facebook, etc.). It makes life easier to be able to contact you should you win.
4. Drawing for ONE WINNER will be held on April 18th, 2011. The winners will be announced on this page and on the forums page (http://www.sojones.com/forums/).
Article Comments Lottery Rules
* One package per winner
* Previous winners must wait 30 days before entering this contest
* Duplicate comments will not count, like posting “I love this forum” or “hi” 50 times.
* Garbage or nonsensical keyboard-pounding comments will not count, like “awr#$ASFasdfkl”
* Comments hating on other people will definitely NOT count.
* U.S. residents only
Don’t forget to visit SoJones.com’s Facebook page: http://www.facebook.com/SoJones and become a fan!