Théodoros Gennitsakis / PRESSURE

Mediterranean summer all year long.

Théodoros by Ilyes Griyeb

Pressure was founded in 2012 by Theodoros Gennitsakis, an art director who has prior going solo worked with high-profile clients such as Nike, Adidas, Chanel, Chloé, Maje, Cartier, Caroline Herrera and Hermès among others. For quite some time now, the brand – besides magazine and creative services, offers apparel. Pressure spring/summer 2018 sweats and t-shirt are emblazoned in English, Japanese, Greek and Arabic, and offer a wide range of mediterranean classics.

We sat down with Theodoros before the collection hits the shops and asked him some life-changing questions.


What is your idea of perfect happiness?

Family! Watching football games with my brother, having lunch with my mother, and making my father laugh.

Do you feel like an adult?

Depends on what or how adulthood feels. But to be honest, I think I am not quite there yet. I feel more like a child that is growing up too fast.

Is timing everything?

Sadly I must say yes. For a long time I tried to convince myself that is not the case, but in the end, everything revolves around good timing.

Do you think your work is valuable?

All I can say is that everything I do is 100% me, and is coming from something I know or like. So if people validating my work translates into my work being valuable, well that then makes me very happy and grateful.

How do you decide which idea is worth making a reality?

When I feel that people can interact with something, then I make it. If it works it works, if it does not, well that is OK too. It is all about taking risks.

What are you most greedy for?

Meeting people! I have/need to meet new people all the time!

What is your current obsession?


How do you feel about sexuality on Instagram?

That is a very complex thing, and I don’t want to judge, but I somehow think sexuality on Instagram is more used by girls, gays, and lesbians. Heterosexual boys/men are not very into it, and I don’t know why. I’m not saying that is good or bad, but I would love to see more free heterosexual males on IG.

Even with me, I am afraid to be judged, and I think that is stupid but … Just the other day I decided I want to be shot with full makeup on. I wanted to show my sexuality and sensibility as a heterosexua,l and see how my friends and followers would react. We live in a modern world with a new generation who integrates porn into their lifestyle. For me, Instagram became a platform for people looking for attention ans what freaks me out most is the amount of attention people give to other people. Everything is about what I have, how I look, and not about how I think and what I know. I mean, I am pretty sure older generations were saying that about my generation as well, so we just kind of have to go with it.

 Why do you think we are all so vain in this day and age?

Money brings material – material brings money – money bring fame – fame bring love – love bring satisfaction – satisfaction brings vanity, and then you die.

Favorite smell?

The smell of a good coffee. The smell of my grandmother. The smell of Aoud leather MONTALE. The smell of Greece at 7 am on an island during summer, etc.

Worst habit?

Coffee and cigarettes.

Losing your body or losing your mind?


What do you dislike?

Submission, copies, and jealousy.

Last song you listened?

T-Shirt – Migos

Last movie you watched?

The killing of a sacred deer – Yorgos Lanthimos.

Last good movie you watched?

The killing of a sacred deer – Yorgos Lanthimos.


Interview: Katja Horvat

Photography: Ilyes Griyeb