I'm A.Pressed

Might be the coolest styling ever.

We don’t praise A.Presse enough. Even though the Japanese brand has had more press coverage in the past year alone than in the previous four since it launched, I still think most of it misses the point: A.Presse might just be blessing us with some of the coolest stylings ever, period.

This is the worst kind of article because it’s basically me throwing out a completely subjective and superficial take. More often than not, these kinds of statements don’t stand the test of time. If you disagree, that’s fair — it might not resonate with you. I’d still be glad to debate it in the comments.

Anyway, by this point, A.Presse been going down, it ain’t new. So I’m not here to introduce you to some cool, “under‑the‑radar” brand you “definitely need to check out”. Because you probably don’t. It’s hard to justify an $800 hoodie — although I have written about a $1,895 life jacket before. It’s not that it’s necessarily overpriced. The cost presumably covers all the sweet stuff the media drools over: impeccable drape, period‑correct details, exclusive washing and dyeing processes, and unprecedented fabrics.

To be honest, I don’t know how much of that is true, or what difference it really makes. Some people claim there’s nothing special about A.Presse shirts. Others rave about 80‑year‑old prisoner pants. I’m not sure how I feel about reproducing the thinning of fabric, overdyeing it in pink, and then washing it out until it’s barely noticeable. I admire the effort, but it sits on the edge of art rather than clothing. Personally, I’d rather achieve that patina myself by wearing, washing, and mending — that’s true luxury to me.

All these speculations fade, though, next to A.Presse’s insanely cool styling. Where Drake’s is for good boys, Aimé Leon Dore for supposedly tasteful hypebeasts, and Adret for the unattainable wealth — A.Presse is pure, undisputed coolness.

While it’s not designer Kazuma Shigematsu’s first project, it’s still rare for a new brand to set the tone right from the start. Let’s take a look at the journey.

FW22

The signature styling notes — frivolous collars, unbuttoned shirts, tucked sweaters, and high-waisted, slightly cropped pants — appeared right from the first season. Looks 2, 3, and 5 became quintessential A.Presse. But the proportions don’t quite work in 1 and 6, while 4 is a total miss.

SS23

The next season was already stronger. Kazuma Shigematsu likes to say he doesn’t invent anything new — he just refines what’s already timeless. The looks in the bottom row prove this point perfectly. That’s also why the jacket in the third photograph doesn’t work. Looks 1 and 2 are signature.

FW23

Again, some looks — 2, 3, 5, and 6 — are perfection. But the pants in the first photo run a little too slim, and that chunky knit over a denim jacket just doesn’t make sense — too forced and too tight.

SS24

This is the season when I first noticed A.Presse — and I was intrigued. There’s almost a movie quality to these photographs. A nouvelle vague mood, with the Jean Seberg-looking model and the pronounced, natural drape of the fabrics.

FW24

The fifth collection, I believe, is the exact moment A.Presse made it. Zero commentary here — just awe. Even the pants pulled too high in the third photograph are outweighed by the overall attitude. It’s what Marty Supreme might have looked like if he was cool.

SS25

By this point, I’m speechless. Notice how the same signature notes from the very first season — frivolous collars, unbuttoned shirts, tucked sweaters, and high-waisted pants — still work flawlessly.

FW25

I don’t mind leaning a little to the left these days. The pants are looser, the keys are chained, and the overall attitude — Fight Club-era Brad Pitt.

SS26

The latest season builds right on top of the last. It’s hard to climb higher when you’re already at the peak.

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If you made it this far, I’m genuinely interested in your take on A.Presse’s style. My point here is only that — style. Whether or not it justifies the price is for everyone to decide for themselves. Personally, just like with visvim, I like the idea of A.Presse but don’t feel the nudge (or have the funds) to actually buy it. I’m excited to see what’s next for the brand, especially when the winds of fashion and media inevitably shift. A.Presse has everything it needs to become a cult brand, so let’s see where it goes from here.

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