LABEL TAKES FASHION TO STREETS
A ST James teenager’s street wear label is becoming so popular among local youth that it could be available at a retail outlet in Victoria Park within two years.
Alex Passante founded Bently Ltd late last year and regularly sells out of different T-shirts, shorts, socks and hat designs.
The 19-year-old former Kent Street Senior High School student said he had always wanted to start his own clothing label but it was a process he did not want to rush.
“It’s been an idea I’ve had for a long time. Nothing really prompted me to start it, it just slowly happened,” he said.
“I’ve always wanted to have my own brand that makes the style of clothes I want but I didn’t want to jump into it not knowing what I was doing.”
He aims to produce unique products that can’t be found anywhere else in Perth.
“I’m trying to tap into a new market.
“Similar ideas have been done north of the river, but as far as I know Bently is the only street product south of the river,” Passante said.
“There is obviously a demand for different street wear products in Perth, but I am trying to make a style that’s different from the rest.”
He designs and also handcrafts the majority of the T-shirts at his home studio and said the production method was based on trial and error.
“Anything I think looks good I’ll get a sample made.
“But, if I make something I like a lot I usually go straight ahead and just get a fair few made up,” he said.
The majority of sales are online through the brand’s website but he hopes to open a shop in East Victoria Park by 2017.
“The area is growing that fast and a lot of new and different shops are opening along Albany Highway,” he said.
“Having a shop along Albany Highway in Vic Park that gets a lot of foot traffic would be great – its something I hope to do within the next two years.”
Alex Passante (right) and mate Gilbert Serem model Bently Ltd clothing at a local deli.