Creative direction - Guilherme Menegat / Photo - Otavio Conci / Make - Débora Camassola / Models - Eric Pauli and Pedro Martini / Set assistants - Rodrigo Santos and Martina Cambruzzi
Since its launch in October 2022, DES PREZO has garnered attention for being much more than just a clothing brand. It was born from the desire of its founder, Guilherme Menegat, a designer passionate about visual arts and music, to create something unique and full of meaning. Inspired by the punk movement and the underground electronic scene, the brand blends rebellion, style, and a deeply personal perspective on how fashion can tell stories and spark reflection.
The name “DES PREZO” perfectly reflects this concept. It represents both a break from the old and meaningless and an appreciation for what is new and authentic. This essence is evident in every piece of the brand, crafted with great care in its own studio. There, a small and highly dedicated team creates each detail, from elaborately cut pants to embroidered caps and jackets with unique finishes.
DES PREZO doesn’t follow fleeting trends or produce clothing in mass quantities. Each collection is designed to last and offer something special, whether through fabrics, tailoring, or finishes. The brand has already launched pieces in leather, denim, knitwear, and even items featuring innovative printing and washing techniques. These products have won over discerning, fashion-savvy customers seeking something more exclusive and full of personality.
Although sales are primarily online, DES PREZO has already built a loyal customer base worldwide. Its pieces are especially popular among artists and individuals looking for a distinctive look, whether for parties or everyday wear, blending sophistication with attitude. The success of the latest collection was so significant that, in just two months, sales surpassed the revenue of the entire previous year.
Now, the brand is focused on expanding its presence and bringing its creations to new markets. DES PREZO is for those unafraid to stand out and who seek pieces that go beyond the ordinary. More than just clothing, the brand offers a form of expression and an invitation to rethink fashion in a deeper and more authentic way.
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INTERVIEW WITH GUILHERME MENEGAT BIONDO - DES PREZO:
DES PREZO challenges conventional standards. What are the main challenges you face in creating such a disruptive brand in a competitive market like fashion?
Since the beginning of the brand, I’ve faced several challenges, but I believe the most significant one occurred right at the start. My goal was to create a standout product in the Brazilian fashion market, focusing on meticulous details like cuts, trims, materials, and finishing techniques. During the first collection, a capsule, I tried outsourcing production to external manufacturers, but the results fell far short of expectations.
From the second collection onwards, we decided to internalize almost the entire production process. Today, about 80% of the steps are carried out by us: pattern making, cutting, sewing, design, and finishing. This in-house control was essential to achieving the level of quality and aesthetics we’ve aimed for since the beginning. Without a doubt, this was one of the biggest challenges in the early stages of the brand.
Another major challenge, especially for new brands in Brazil, is gaining acceptance and recognition from the public. As a brand that started without a significant history or references, we faced the natural hesitation of consumers to give us a chance. Many people need to see others wearing the brand or hear about positive experiences before feeling confident enough to purchase from a new label. Additionally, the market is saturated with emerging brands, and negative experiences can make consumers more cautious.
Breaking through this barrier and proving that our product is different, that we offer quality, and that our aesthetics are constantly evolving has been a challenging task. However, I believe that after another year in operation, we’ve managed to solidify our position in the market and overcome many of these initial hurdles.
Finally, it’s important to highlight that entrepreneurship in Brazil, especially in the fashion industry, is a daily challenge. Every day, we learn and adapt, always striving to improve our work and strengthen our brand in the market.
The essence of DES PREZO is deeply tied to authenticity and individuality. How do you translate these concepts into the brand's collections and creative processes?
The idea of creating a brand didn’t come overnight. Since I first started envisioning this possibility about ten years ago, I realized it would be a much deeper and more challenging process than simply designing pieces or posting photos online. It has been a journey of self-discovery and growth. As a creative, I had to practice patience and understand the right moments to execute each step of the project.
Around ten years ago, I had an initial experience creating a few t-shirts with friends. At that time, it became clear that building a brand would require much more than I had anticipated. It was during that period that I began to grasp the true meaning of developing a creative business. Between that early attempt and the actual establishment of the brand, I had the chance to graduate and work in different places, where I learned a great deal from the people around me. These experiences were crucial in shaping my vision and preparing me to take the next steps.
When I finally decided the time was right to develop the pieces I truly wanted to create, I discovered that, despite thinking I was ready, the practical process revealed how much there was still to learn. For me, this is one of the most fascinating aspects: the constant challenge to reinvent oneself, seek new information, discover suppliers, test different fabrics, and explore techniques in washing, finishing, and printing. Each of these steps contributes to distinguishing a professional who settles for the status quo from those who continuously strive to improve.
I believe that this dedication to ongoing development is what truly defines success in the fashion industry. It’s not just about creating clothes but about building a process that allows for constant innovation and evolution. This daily pursuit of improvement is what makes the journey challenging but also incredibly rewarding.
You mentioned that “Des Prezo” symbolizes resistance and renewal. How have these values been reflected in the brand's journey since its founding in 2022?
I believe the brand’s name itself carries a profound meaning: DES PREZO. To answer this question, it’s important to explain why I chose it. The “DES” connects me to the past. It’s a prefix of negation, and for me, it symbolizes rejecting ideas and concepts imposed by society that I often disagree with. On the other hand, “PREZO” represents the future. It’s tied to what we value, aspire to create, and build. This duality between past and future is a fundamental pillar of the brand.
When I think about my work, I aim to develop prints and designs that provoke, intrigue, and make people reflect. I want them to feel there’s something deeper, something that invites them to question. Even when the message seems uncomfortable or negative at first glance, I try to transform that feeling into something that makes the viewer stop and reconsider. This approach also appears in our campaigns and the brand’s visual identity, which steers away from the conventional. At first, not everyone might understand or like it, but those who look deeper can see the purpose and coherence behind every choice.
For me, DES PREZO is more than just clothing or design. It’s a space where I can express my experiences and restlessness. Since my teenage years, I’ve carried feelings and ideas that, at the time, I couldn’t externalize or discuss. Today, through the brand, I can transform those experiences and give voice to what was once suppressed. But I do so in a transformative way, because I no longer look at my past with the same eyes.
Furthermore, it’s impossible to talk about fashion without addressing its social dimension. We all know that the fashion industry can be harsh and unjust, especially for those working behind the scenes. When we decided to create our own production line, we made a point of establishing a workspace where people felt valued, well-compensated, and genuinely happy to collaborate with us. For me, this goes far beyond clothing. DES PREZO has become an ecosystem—a reflection of the values I uphold and the impact I want to make.
At its core, DES PREZO is a fusion of old emotions and future visions. It’s a project built with soul, where every detail reflects the desire to create something unique and meaningful, both for me and for those who choose to be part of this story.
With a focus on limited and high-quality collections, how does DES PREZO balance the desire for exclusivity with the need to expand its customer base?
We’re entering our second year in the market, and I can confidently say that the first year was largely a period of experimentation. Many answers were still unclear, and our workflow was based on trial and error—on what we imagined might work. Our production, especially starting with the second collection, remained small. When we designed and produced, everything was done within our means, without large volumes or guarantees of what would truly resonate.
Over time, particularly in the early and middle parts of this year, we started analyzing sales data from our collections. We discovered something interesting: entry-level pieces like t-shirts and caps were very well-received, selling just as much as our more elaborate items. However, due to our lean structure, we couldn’t produce many units of each item. This experience gave us a better understanding of our audience. We realized that while many customers seek entry-level products, there’s also significant demand for pieces with distinctive designs and more elaborate craftsmanship.
This insight led us to rethink our collection mix. Unlike the traditional model, which suggests that collections include only a small percentage of bold, statement pieces, we’ve chosen to play with that logic. From last year to now, our production has nearly tripled. With more team members, we’ve gained the freedom to increase both the quantity of pieces and the variety of products we offer.
Today, when designing a collection, we have the advantage of producing everything internally, giving us much greater control. We can experiment with different fabrics, approve pieces more quickly, and ensure the quality and finishing we strive for. This in-house control allows us to respond swiftly to demand and make adjustments that would be more challenging with outsourced production.
Currently, we’ve gradually increased the volume of entry-level products like t-shirts and caps to meet high demand. At the same time, we’re expanding the production of more complex and intricate pieces, always seeking a balance between volume and quality.
In the coming years, our goal is to continue scaling our internal production. We want to grow consistently while maintaining the precision, control, and identity we’ve built, offering our customers not just products but unique and authentic experiences.
The punk scene and underground electronic culture are striking inspirations for DES PREZO. How do these movements influence not only the design of your pieces but also the brand's narrative?
Much like DES PREZO itself, my creative vision draws heavily from movements that challenge and oppose the system. When we look at the punk and underground electronic scenes, they share a common thread of breaking norms and rejecting what’s imposed. It’s about seeking something different—something that provokes and deconstructs. My creative references are deeply rooted in this connection to counterculture.
To develop my work, I spend a lot of time researching art, posters, and flyers from punk bands of the ’80s. I also dive into books and projects by artists who explored the world of raves and electronic parties in the ’90s and 2000s. Beyond that, my personal experiences play a significant role: I regularly attend punk shows and electronic events, and I believe this direct immersion is essential to my creative process.
For me, creation is also an exercise in self-discovery. It’s about understanding what I resonate with, uncovering the messages I want to convey, and finding ways to bridge two seemingly distinct worlds that I see as deeply complementary. This fusion of influences—from punk to the electronic scene—shapes my vision and is what I strive to express through my work.
With almost two years of trajectory, how do you envision the future of DES PREZO in terms of expansion and innovation, especially within the context of both national and international fashion?
In the beginning, it’s hard to dream big, but I’ve always known where I wanted to go and work daily to reach that goal. With two years into the project, I must admit that I didn’t imagine being where I am today. The reception has been overwhelmingly positive, and it motivates me to keep moving forward. Recently, I visited São Paulo and had the chance to meet people who were unfamiliar to me. I was surprised to realize that the brand is more recognized there than in my hometown, located in the southern, more interior region of the country. This is incredibly rewarding because it shows that even without personal connections, people are discovering DES PREZO and appreciating what we’re creating.
For me, this is just the beginning. I want to keep refining the brand, learning, and growing every day. I love what I do, and it’s incredibly fulfilling to receive positive messages and see that our work is reaching people. This kind of recognition gives us the strength to keep evolving.
I believe we are growing at the right pace, building a solid foundation without taking risky leaps. The year 2025 is already starting with significant opportunities and changes that will open new doors for us. Some goals I set early on have already been achieved, while others still require more effort, but I am committed to continuing this process of learning and reinvention.
My vision for the future is to take DES PREZO beyond Brazil’s borders. I hope that, in a few years, we’ll be present in the world’s major fashion capitals. This is a big dream, but I believe that with consistent work and dedication, it’s achievable.
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