PRITCH: The Art of Unapologetic Dressing
In a world of fashion that too often flirts with safe aesthetics and predictable silhouettes, PRITCH by Arina Pritch steps in like a lightning bolt—bold, sculptural, and utterly untamed. The brand’s latest collection is not for the faint of heart. It crushes norms with maximalism and freedom from clichés, embracing a daring, sensual confidence that demands attention.
Arina Pritch, the creative force behind the label, is no stranger to rebellion. A graduate of the Istituto Marangoni and the European Business School in London, she saw a gap in the industry—one where fashion didn’t just dress the body but challenged the psyche. Her answer? Leather. A material that, much like human nature, is both demanding and unapologetic.
“Clothes have transformative power, and are an unspoken statement,” she muses. This ethos is stitched into every piece of PRITCH. From razor-sharp tailoring to exaggerated proportions, each garment plays on the duality of identity—who you are and who you dare to become.
Elevated Athleisure: The New Edge of Comfort
PRITCH doesn’t just challenge eveningwear conventions—it brings rebellion to everyday dressing. The latest collection introduces elevated athleisure, where bold silhouettes meet unexpected details. A cropped sweatshirt with structured tailoring, a cut-out power shoulder T-shirt, and the Zip It track pants redefine relaxed luxury with a raw, urban edge. The Claw Popper Tracksuit, adorned with metallic accents, reinforces the brand’s signature tension between strength and sensuality.
Over Accessorized: The Corset Belt Revolution
Accessories at PRITCH are more than embellishments—they’re statements of power. The brand’s iconic corset beltsreturn this season in lighter shades, offering a fresh way to transform and accentuate any silhouette. The structured, skin-tight designs bridge traditional femininity with modern rebellion, allowing wearers to cinch, sculpt, and redefine proportions with ease.
Prep School, But Make It PRITCH
PRITCH takes a classic white button-down—a staple of traditional menswear—and reimagines it through sharp tailoring, accentuated shoulders, and bold collar details. Whether styled long and dramatic with high slits or cropped into a playful, structured mini, these pieces elevate traditional tailoring into the avant-garde.
Fashion That Speaks Without Permission
There’s something primal about PRITCH’s approach to fashion—it’s instinctive, raw, and designed for those who refuse to blend in. The collection isn’t just about aesthetics; it’s a movement. Pritch herself describes it as a battle cry for individuality: “Take chances, be wild, give and live life to its fullest.”
With this latest offering, PRITCH reaffirms its position as a disruptor brand—a force that refuses to bow to fleeting trends. It’s a wardrobe for those who don’t enter unnoticed and make them turn heads.
This is not just fashion. This is armor—sleek, sculpted, and ready for the frontlines of self-expression. Can you handle it?
IG: @pritchlondon