Theodoros Gennitsakis (Pressure)

Theodoros Gennitsakis, born and raised in Paris to Greek immigrant parents, emerges as a powerful voice reshaping the creative landscape. Growing up amidst the cultural diversity of the French capital, Théo's upbringing was imbued with the rich tapestry of his Greek heritage, juxtaposed against the dynamic backdrop of urban life.

Beyond his multifaceted talents in design, Theodoros is also a force in creative direction, production, and photography. He is the founder of Pressure Culture, a creative and production company, and Pressure Clothes, his own clothing line. Additionally, he spearheads a Paris-based art direction and production company named Pressure. Not to mention his involvement in the family business, the Greek restaurant “Maria’s,” which is located in the 11th district of Paris.

By blending his multicultural upbringing with a global perspective to create a truly unique aesthetic, his work reflects a deep reverence for his Greek roots, which also serve as a departure from the traditional imagery associated with Greece, embracing a contemporary sensibility that is at once bold and unapologetic.

Théo’s impact extends beyond the realm of fashion, serving as a catalyst for cultural exchange and dialogue. With each one of his projects, he invites audiences to reconsider their perceptions of Greece and its cultural significance, offering a fresh perspective that is both authentic and transformative.

His multicultural background remains a guiding force, infusing his work with a sense of authenticity and depth that resonates with audiences around the world. Through his innovative approach and unwavering commitment to artistic expression, he stands as a beacon of creativity, inspiring others to embrace their roots and forge their own paths forward.

This Mediterranean aesthetic has inspired numerous brands, individuals, and media outlets, drawing from Arab and Greek influences in an authentic manner. Théo’s world is characterized by a genuine appreciation for the raw and natural aspects of life, often capturing the essence of local families in their daily routines rather than focusing solely on famous personalities.

Theodoros Gennitsakis (Pressure) is an Onassis AiR Fellow for 2025/26.