Melbourne label Push Pull releases unisex streetwear in limited drops
Image via @pushpull.shop/INSTAGRAM
Words by Eloise Dalais
“I had no guidelines, I had no rules, I was just creating and learning instinctually.”
Streetwear has long been on the rise since the ’90s. Now in 2023, it’s found a firm place in Melbourne’s fashion industry. One label that’s proved that time and time again is Push Pull. The Melbourne-based label’s iconic smiley face logo and hotly anticipated minimal streetwear drops have gained it a reputation for its highly coveted unisex streetwear.
From reselling sneakers at the Camberwell Sunday Market and screen printing in his garage in 2019 to now having his label featured on Stock X, Vincent Adduci is one of the original creators of Push Pull.
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The now team of four, made up of Vincent Adduci, George Harte, Ed Phillips and Jade Waring, has created a tight-knit community and cult status in Australia with their drops selling out in minutes (hence why I’ve not been able to get my hands on anything). Below, Vincent speaks on the label’s debut and the power of streetwear.
Tell us about you. What’s your fashion background?
In 2019, I decided that it was time to stop following societal norms, rip the bandaid off and purchase a screen printing silk press [to] live in our home garage… I started screen printing on T-shirts, vintage jeans and anything I could get my hands on.
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I was given the creative freedom to explore and create whatever I wanted. I had always loved to dress nicely and I love my sneakers, but this was really the first time that I was creative with garments. With this newfound passion [for] screen printing, I was able to learn so much, about not only creating graphics, but how different fabrics were able to be screen printed on, logo positioning, seams and stitches.
This learning phase, which took place in my parents’ garage, was my fashion school. I have not been formally trained, so during this stage, there were heaps of failures (which I like to call learnings). I became addicted to this youthful creative process. It felt like there were endless possibilities and I felt that I could create anything I wanted. I had no guidelines, I had no rules, I was just creating and learning instinctually.
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[When] my hobby and passion became my full-time job, it was time to refine. During this stage, I learnt the tools of Adobe Illustrator and Adobe Photoshop… Like the stage before, there were heaps of learnings, however, the addictive nature of exploration kept pushing me to want to refine everything.
How did the label get started? Talk us through the process and the challenges.
Push Pull Shop originated in 2019. Initially, we sold vintage clothes and sneakers. There was a group of five boys including myself that loved the thrill of a good bargain at Vinnies or Salvos and trying to flip them because we just loved to buy and sell sneakers. These boys also taught me so much about fashion, the history of vintage and sneakers and, for that, I am so grateful.
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COVID sadly hit and our vintage days were coming to an end. However, due to our small community that we had grown from doing Camberwell Markets and various other vintage market meet-ups, we had created a really nice tight-knit community that we knew would purchase our own garments.
The group of five became a partnership between myself and Jesse Toniolo during this period of 2020. We then decided to create our OG smiley face embroidered hoodies and tees during this COVID period. Fast forward to the current days and a lot has changed.
Currently Push Pull Streetwear operates with George Harte, Ed Phillips, Jade Waring and myself. We focus on cut-and-sew garments in the hope that we can ignite creativity amongst our community and bring people together through the means of streetwear.
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How has this evolved and what are you trying to communicate through the brand now?
Push Pull has most definitely evolved. Not only has it evolved from a business standpoint but also we as individuals within the brand have also evolved, learnt and grown, further allowing for great team evolution, learning and growth. To reflect and think that we now have loyal customers who constantly buy our products still feels like a dream. Not only that but for Ed, George, Jade and myself to work full-time at Push Pull is downright crazy.
From a passion project to a place of youthful exploration and naivety, it is crazy to think that Push Pull even exists… We are trying to embrace the power of streetwear to explore, connect and create. We see ourselves as the entry-level into streetwear fashion.
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Where did the name come from?
Push Pull [is] on every door, everywhere! Push Pull’s meaning originated from it being on every door handle in the city and the unique nature of when you see ‘push’ on a door handle you seem to ‘pull’ it and vice versa. Embracing making mistakes and being okay with [them] was where the name originated from.
How would you describe your brand to someone who’s never seen it before?
We want to make tasteful, timeless [and] aesthetic garments that are comfortable, unisex and of the highest quality. We love our community and take pride in making sure that everyone is heard and feels a part of the journey as well. We want people to be inspired by what we do, and make them feel like they too can create, can make mistakes, can have fun and can feel vulnerable.
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What are you most proud of in your work on your brand?
I’m most proud of the team at Push Pull. The love, care, respect and fun we have as a team is so special. George, Ed and Jade, I’m so proud of them individually as they too all have gone through their own self-journey of becoming better individuals each day for themselves and the brand. Their personal growth within Push Pull is inspiring and I’m so proud to share this journey with them.
What do you wish you had known when you started?
I wish I knew from the start that nothing is as bad or as good as it seems. What we do is not a given and in the grand scheme of life, our work is small work. The sun will rise and the sun will fall and when it falls and then rises again we get the chance to learn from our mistakes.
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Who is most exciting in the Australian fashion scene right now?
We really admire what Mertra Mertra and what they are doing here in Melbourne. We love how they have created their own community and unique style and look. We also really admire Earls who are based out of Sydney, we love their clean and timeless content, and the craftsmanship of their cut and sewn garments.
How can we buy one of your pieces?
Jump online to buy our garments.
To keep up with the label’s new collections, head here.
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