P.A.M.: Welcome to Copenhagen
Clothing always has something to say, whether it’s plain and neutral or loud and abrasive. It can be reflective of our beliefs, and our moods, it usually reflects what we like or how we see ourselves or want to be seen. To that point, the clothes that designers create act in much the same way, albeit with a few more layers. They often convey a sense of how the designers see the world or how they view the expressive qualities of fashion.
Words by Gregory Noonan
When it comes to Perks and Mini (P.A.M.), it is impossible to ignore the depth of emotion, creativity, and excitement imbued in every piece. What started as a collection of graphic tees in 2000s Melbourne, has in two decades, grown into one of the most creative and respected brands on the scene.
P.A.M. gets its name from its founder’s graffiti tags, Perks and Mini, aka Misha Hollenbach and Shauna Toohey as the married duo goes by legally. With a background in fine art and design, the duo has continued to develop their vision of fashion over the years blending references from art, culture, and anything cool bubbling in the zeitgeist.
On top of that, P.A.M. incorporates collaboration as a core tenet of the brand’s vision, mixing unique points of view with striking design. From this ethereal concoction comes fashion that goes beyond, fashion that is expressive and gripping, designs that push the vision forward to greater heights. As a brand entrenched in the culture, it exists within a feedback loop of creativity, inspiring and being inspired by those around it. From this comes an earnest authenticity that has been vigorously earned.
