LA­BEL TAKES FASH­ION TO STREETS

Southern Gazette (South Perth) - - Lifestyle - Zach Relph

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.

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