Founded by 3 friends in 2019, Push Pull has quickly achieved cult status on the streets of Melbourne. With a distinctive design aesthetic and a penchant for oversized hoodies and box cut tees, the brand has managed to stay unique in a city bursting with small independent streetwear labels.
The early inspiration for Push Pull came from thrifting, and spending time in the US hitting up stores like the iconic Round Two. After getting their start selling vintage wear, Jesse, George, and Vincent began screen printing over vintage pieces. From here it was a short leap to producing their own garments, and the Push Pull you see today.
Fresh off their latest collection, dubbed ‘Gas Station’, which featured tees, hoodies, caps, and a vest (all of which sold out on launch day), we caught up with Push Pull co-founders Vincent Adduci and Jesse Toniolo to learn more about the past, present, and future of the brand.
Push Pull has a loyal following, and you do a lot to acknowledge and connect with your fanbase. How important is that community to you?
Jesse Toniolo: The community is legitimately everything. Not to sound cliche but Push Pull belongs to the streets. We are under no illusions, the community is why we are where we are. In 2019 we attended over 40 events, we just love meeting people. Everyone has a story and a talent. One day soon we are going to rent out a hall or a convention centre. We want to get 100’s of people to attend for a mass photoshoot. Sort of like the school year 12 photoshoots with 2000 photoshopped kids in one large image. Each person will be given a Free T-shirt with the same screen printed design ‘I modelled for Push Pull.’
Why do you think you’ve been able to build such a following for the brand, when so many other brands can’t. What do you put that down to?
In short, we genuinely care. I can’t tell you the amount of times we have given a free t-shirt or hoodie away to people who deserve them. Not just online either, we have taken hoodies off our own backs to people who come up to us and appreciate the movement. People every week since we started say the same thing, ‘every time I wear your clothes out others in the push pull community go out of their way to strike a conversation.’ The best part about what we do is when we hear how people have formed friendships through these interactions. It becomes more than just clothing, more of a creative movement.
You mentioned you loved thrifting and felt inspired by visiting iconic stores like Round Two. Do you still draw inspiration for Push Pull from those early sources?
I love thrifting man. My dad raised me on thrifting. He still goes every day. Sometimes twice a day to the same spot to see if they restocked. I find with thrifting, the music (smooth 91.5 on repeat) and the smell of old clothes is just so calming. All of the realities of life dissipate in the moment between the racks. I travelled through Boston, Bronx and Upstate NYC thrifting. Dollar T-Shirts, half price Wednesdays all sorts of wild stuff. Thrifting is Push Pull’s Foundations.
Round Two was inspiring, the boys from Virginia hustling out of a shipping container then making it big in LA was just a wild spectacle. I love the story of how I met Sean at the LA store in 2015. He was on his hands and knees lacing up some Prestos at the bottom of the shoe wall. Working hard. He got up ‘How are you man’ … ‘You gotta a strong accent, where are you from?’ It was very apparent how down to earth he was. He had social traits that I was determined to replicate back in Australia. (I tried going vegan for a year, sorry Sean if you ever read this) Don’t get me started on KidSuper and Virgil and their influence on us.
Why do you think Melbourne is such a good place to be a young brand coming up?
Melbourne’s fashion community is still raw right now. We are very influenced by a lot of external pop culture. I think it’s our turn to create. Our turn to influence the world. I love how the US shapes the rest of the world. It is ingrained within their culture to be trailblazers. Here, in humble old Melbourne it’s our time to rise.
What should we expect from Push Pull in 2022?
Vincent Adduci: We are going to be giving to the community first and foremost. Running a larger scale internship program, potentially online for the whole world to tune in. It will reveal how to run a social media movement that inspires and excites other creatives. We want to grow into Sydney, and hold a Pop Up Store in the middle of the year. International travel will also occur, bringing this movement to the rest of the world. A collaboration in New York would be the dream by the end of 2022 and a comprehensive winter collection with garments that test conventional moulds is a must. I am getting excited just talking about it!
Lastly, we have one core saying within our business, ‘Doors Open When You Push Pull.’ Let’s continue to explore and experience.
