Protect London is a streetwear brand based in London that’s been popping up since it started. From denim, sweats, hoodies, and puffers to hats, belts, socks, and boxers… Already well-known in the UK, Protect is now expanding its presence across the world.
We had the pleasure of being with the owners of Protect, Egor and Peter for a day, shooting a video that is gonna be released soon, taking cool photos, and capturing the lifestyle of the brand. We spent the day in their warehouse, where they explained the process and upcoming vision of the brand to us.
Shoot and interview by Claudia M Segura @claudiamsegura
We prepared some questions to get to know the brand better, for all of you wondering what Protect is and how it started.
How did you meet?
We met in High School when we were about 15/16 years old, and we bonded over CDG Converse (The Heart Shoes). They were cool at the time. I (Egor) only seen them on IG. Peter had them. We became friends.
How old are you?
21 and 22
What career did you study?
Peter studied Graphic Design, and Egor studied Fashion Design & Marketing. But to be fair, we started the brand at the beginning of those studies. So the brand ended up taking priority at one point. It started teaching us things we weren’t necessarily learning in school, and beyond that, it gave us practical experience. Uni was much more theory-based which is great, but not always the most realistic.
How did the idea begin?
We were both living in Portugal, in high school. We kinda bonded over our
interests in clothes and art and stuff. Didn’t know anyone else like that and there was basically 0 community for creativity around us.
We started making random designs and spray-painted tees for fun. We even got 2 tees printed with the help of Egor’s dad. Just because we wanted to be able to wear something of ours since it meant something to us already. We didn’t have the knowledge or funds to start an actual brand so it just stayed an idea. Over the next couple of years, we were able to refine our taste and figure out the style and image of our still non-existing brand. In 2022 we finally saved up just enough money to run a few samples and order a small batch of jeans. That drop sold out in about 5 seconds, which was an insane feeling. People were buying into the idea that we sat on for years. We barely broke even on that drop, but it gave us the momentum and confidence we needed to get things going.
Why is the name Protect?
The name actually came from an inside joke we had. Eventually, we started using the word “Protect” as a tag/word that we used in our designs. The type of thing you write on your busted Air Forces with a sharpie. It was short, simple, and easy to remember. And it just became the word we used for anything creativity-related.
Who’s in the team?
For the first two years or so, it was just us two (@peterfagnoni @protectegor). Recently we started expanding more. We now have a full logistics team, some talented designers, and a couple of other people who help us out with day-to-day tasks.
What was the vision in the beginning and what’s the vision now?
Honestly, it started off with us just making clothes that we wanted to wear
ourselves. That’s still the case now – that’s how we decide if something is worth making or not. When we started back in 2022, we couldn’t imagine being where we’re at now. Being able to enjoy what we do every single day is a blessing, and that’s the most important thing at the end of the day. We’re not tryna be stuck in an office doing something we don’t genuinely love.
Biggest dream to achieve with the brand?
Hmm. Being able to travel to any city, any town, any little village, and seeing Protect. And as corny as it may sound, to inspire others to do what they enjoy and make a bag out of it.
Dream collab/one you would like to do with a brand/person?
Funny question, we walked into a store today and saw those Jellycat
plushies. If you don’t know them, they are little plushies with cute faces.
Wouldn’t say that’s our dream collab. But it’d be a fun one because it’d merge two completely different worlds and different audiences, and that’s pretty cool, you know?
Fav piece you ever put out?
It’s like picking a favorite child – can’t do that. Our boxers keep us comfortable every day. Our sweats keep us cozy. Our denim
keeps us fly. Puffers keep us warm. You get the gist.
We don’t drop stuff we don’t like, which is why 2 years in we still haven’t dropped a cap or a hoodie (only once). We’re picky, and overly perfectionist most times. So sometimes we’ll scrap ideas because of minor details which most people wouldn’t deep like.
Who inspires you in the art industry?
Can’t name a singular person. It’s more of an accumulation of many different things. Whatever we see that has something to it can be an inspiration. We have folders with thousands of references which range from fashion, graphic design, book design, art, and anything. These inspirations go way back to when we were 16. We love our folders. So much. It’s so great.
Quick questions:
Best piece of advice you ever have received and from who?
“Today is not tomorrow”. A homie told us that once, and we’re still trying to figure it out. We really like it though, and we do think about it quite a lot.
Your most essential garment
Peter: Protect Ribbed Beanie
Egor: Protect Ribbed Beanie
Fav song at the minute
We both have been playing Nympho by Wolfacejoeyy on repeat. Shoutout to him, that’s the guy.
Fav and hated fashion trend atm?
Don’t hate nothing. Wear whatever you like.
Silver or gold?
Peter: Both
Egor: Gold
Fav city you ever visited?
Peter: Went to NYC for the first time recently. Really enjoyed it. Seriously good food.
Egor: Geneva – Peaceful, beautiful, smells good and so much grass. Everywhere.