DES PREZO: The Brazilian Brand Challenging Fashion Norms with Craftsmanship and Rebellion

Photo by Otavio Conci - Disclosure Hooks Magazine

Since its inception in October 2022, DES PREZO has quickly gained attention both in Brazil and internationally for its distinctive approach to fashion. Founded by designer Guilherme Menegat, the brand is rooted in the spirit of rebellion and authenticity, inspired by the punk movement and underground electronic music. DES PREZO aims to challenge traditional fashion norms by focusing on high-quality craftsmanship, unique design, and a commitment to individuality—values that have set it apart in a crowded market.

Unlike many brands that chase fast-moving trends, DES PREZO places a strong emphasis on creating timeless pieces that tell a story. The brand’s name itself reflects its philosophy: a rejection of the conventional and a celebration of the new and the authentic. From leather jackets with intricate detailing to experimental knitwear, each garment is carefully crafted to offer something special, both in terms of design and material.

Photo by Otavio Conci - Disclosure Hooks Magazine

However, the journey to establishing DES PREZO hasn’t been without its challenges. In an exclusive interview with Hooks Magazine, Menegat spoke about the difficulties the brand faced in its early stages. “The initial challenge was about quality control,” he explained. “When we first started, we outsourced production, but the results didn’t meet our expectations.”

This led the brand to bring its production process in-house. “Today, 80% of our production is done internally—everything from pattern making to cutting, sewing, and finishing,” Menegat shared. This shift allowed DES PREZO to ensure that every garment met the high standards the brand had set for itself.

Photo by Otavio Conci - Disclosure Hooks Magazine

Another hurdle for the young brand was establishing trust with consumers in a competitive and saturated market. “Breaking through the noise was difficult,” Menegat admitted. “As a new brand with no established references, it was hard for people to take a chance on us.” Despite these early challenges, DES PREZO has gained traction, building a loyal following among fashion-forward individuals and artists.

The brand’s focus on quality, craftsmanship, and exclusivity has contributed to its success. DES PREZO’s latest collection saw a remarkable sales surge, surpassing the revenue of the entire previous year in just two months. “It’s been incredibly rewarding to see how people respond to our work,” Menegat said.

DES PREZO’s appeal is not just limited to its bold designs; it’s also about the story behind each piece. As Menegat explained, fashion for him is about connecting people and cultures. “Fashion is a global language,” he said. “It celebrates individuality and tells stories that resonate with people all over the world.”

Photo by Otavio Conci - Disclosure Hooks Magazine

While the brand primarily operates online, DES PREZO’s global reach is undeniable, with sales expanding beyond Brazil to markets in Europe and North America. The success of the brand highlights the growing demand for fashion that is not only visually striking but also deeply personal and meaningful.

Looking ahead, DES PREZO shows no signs of slowing down. With its commitment to craftsmanship and a rebellious spirit, the brand is poised to continue making waves in the fashion industry. As Menegat put it, “Every day is a new challenge, but we’re ready to keep evolving and pushing boundaries.”