Sometimes someone starts to do something - 5PREVIEW

We all know the “myspace music hype”-thing that brought some unknown musicians fame and fortune. Now, the story continues - in the field of fashion. Why? Maybe, because you easily reach a certain subculture on a worldwide level, maybe, you just fit the contemporary taste of fashion and would have been successful anyway.
For 5PREVIEW, both arguments apply.

The VERY young punk inspired T-Shirt label from Rome, Italy started as a simple fashion experiment in January 2008 and became famous even before the label was officially “founded”. Sounds like kind of “cinderella fashion story”, doesn´t it?
And the best thing is: it´s true. There´s no big brand behind, no huge marketing budget. It´s no hidden viral and no sponsor that pays to get into the “movers ´n shakers” scene. It´s just REAL.GOOD.STUFF.- done by two young urban creatives that have the taste and creative sensitivity to “fill a black hole in the world of fashion that needed to be filled”.
Don´t we all call for the perfect fitting white vintage style T-Shirt? Don´t we all hang around on ebay to try to catch the old Chanel-YSL-T-Shirts? And don´t we all send some admiring glances to the boy or girl in front of us, waiting for some drinks at the bar, looking so ruddy stylish in that customized clothing?

Day by day I go through so many collections. The hole t-shirt thing started to annoy me. There´s so much trivial stuff that so oftens it´s just wasting time while searching for some upcoming talents in the t-shirt segment.
But finding 5PREVIEW was the approve I waited for since months.
The shirts are simple, noisy and witty. The fitting is casual and the prints are handmade with stencils and silkscreens. 5PREVIEW gives us all: a breeze of punk-minimalism, a breath of independence, a touch of selfmade-charme and a portion of style. Emeli states, that a 5PREVIEW shirt has got “a demo cassette feeling… with a big rock star potential”.And - she´s right!!

Since February, I wait for an onlineshop, for some distributing infos to tell you, where to buy the shirts. Unfortunately, there´s still no info on the site and I can´t wait any longer to share the great information with you. Stay tuned. I will update you with sale infos and new pieces from 5PREVIEW.
For those who want to know more, check out the 5PREVIEW website and the 5PREVIEW blog.

Here the story in Emeli´s and Diego´s words:

“Sometimes someone starts to do something. Sometimes one quit after a while but sometimes that something turns into something else.

So, one night you need a T-shirt. There is a lot of them in the wardrobe and in the mess around you but you are sick and tired of them after wearing them so many times. Then you find that old white one you havent used in a long time. Like a creative flash you start to cut out that phrase that followed you since yesterday from a piece of paper and with some acrylic color on the kitchen table you print that phrase on the T-shirt.

You put the T-shirt on and you go out and you get drunk and that guy in the toilet queue asks you “Wow! Where did you get that shirt?” and you go to bed and you wake up and and the day after you put it on again to go to work and your friend says “Wow! Where did you get that shirt?” Also the guy on the first floor ask you that. And you take a picture of yourself and you put it on your Myspace page…and then all the comments and messages from all over the world drowns you in a second.

Wow. You hurry home to reflect. That night you decide to do one more print, or two. The day after you put theese other 2 prints online. And the people from all over the world gives you a fantastic feedback and they ask you if you are The Creator and if they are on sale and in which shops they can get the T-shirts…So you think “Wow” again and you go out to look for cheap blank T-shirts but no one satisfies you, they are not like the old one you had at home (it’s kind of hard to find the perfect T-shirt , everybody knows that, right?).

So you make a sketch of that perfect T-shirt and you bring it to the tailor downstairs…too expensive though so you call a tailors shop outside town.

Yesterday you didn’t know what to wear, now you have 500 perfect white T-shirts. Sometimes some things transform into others… “

Photo credits: 5PREVIEW

Others about 5Preview: SKIR, StyleForStyle, Inkiostrando, Things That Fly