Students join forces, establish streetwear brand

Peter Sorek’s secret to juggling schoolwork and launching his own company is simple. He makes to-do lists.

Sorek, a junior studying human resources management and marketing, fused his artistic talents and business background to launch his streetwear brand, VRNAQLR.

“It is a tough balance. … I make to-do lists every day, and once I get my homework done, I start my to-do list for my company,” Sorek said.

So far, his organizational skills are paying off. VRNAQLR has been sold at Daily Bread and Timebomb, two streetwear consignment shops in Pittsburgh, since last summer. 

The brand features a number of T-shirts emblazoned with the signature sketch of a skull — VRNAQLR’s logo.

Sorek launched the brand two years ago after his parents made a small investment in his project.

“Since T-shirts have such a low barrier of entry, it was a good place to start,” Sorek said.

At first, Sorek admits he and his friends “were just winging it.”

Jack Morrin, a friend of Sorek’s and a junior studying marketing, joined the brand when it originated two years ago. Morrin met Sorek through a mutual friend during their freshman year. 

Since, Morrin has worked for the company in multiple capacities, as many co-founders of startups are required to do.

“Pete and I operate together. Originally, we were both physically doing the design process, but Pete has since shifted to be the main ‘creator’,” Morrin said. “Our whole team plays a part in all areas for the most part.”

Currently, Morrin is assisting with the conceptualization of designs, as well as researching manufacturing companies and sourcing options for the expanding business. 

“We’ve put a lot of hard work into it so far. It seems to have gotten the attention of some of the right people … who believe that we can keep growing,” Morrin said. 

Sorek’s startup costs included printing six T-shirt designs for $1,320 and establishing an online store, which costs the business $10 a month for the domain name and host for the website, as well as payment processing fees.

VRNAQLR’s visually dominated website is directed toward a young adult demographic, featuring T-shirts that display a variety of graphic artistry. The T-shirt prints incorporate everything from photography to cartoons.

Alex Avakian, co-owner of Daily Bread, is pleased with his customers’ response to the VRNAQLR brand.

Avakian forecasts that it may take a few more years for the brand to have a recognizable label.  

“They’re doing good stuff, they just need to develop a culture around it,” Avakian said.

Billy Hoyle, manager of Timebomb, agrees that starting a streetwear brand is difficult, especially in today’s industry. 

“It’s difficult to start anything from scratch, but I would say streetwear clothing brand is up there with some of the hardest,” Hoyle said. 

Hoyle also agrees that, so far, the VRNAQLR brand has sold successfully. Hoyle believes the brand has brought a new flavor to the store since last summer. 

“Their first line, they had a few tank tops,” Hoyle said. “From what I remember, one was a picture and the other two were screen-printed paintings. One was a candle burning at both ends. … The burning wick at both ends was pretty cool to me. … It was something I hadn’t really seen in our stores.” 

According to Hoyle, the brand has continued to turn out innovative techniques in streetwear design. He described their latest line as “ahead of the curve.” The T-shirts featured minimal detailing on the front and large designs on the back, the newest trend in streetwear. 

VRNAQLR was the first company to bring that sort of design to Timebomb. 

Sorek’s vision for the company begins with fostering a culture. 

“We primarily see ourselves as pop culture observers, and we want to just take in everything around us and condense it and put it onto clothing that reflects our lifestyle and the lifestyles of people around us,” he said.

Sorek added that his designs are infused with hometown influences. As a Pittsburgh native, Sorek acknowledges the city has a distinct culture, but with the exception of Andy Warhol’s work, he believes the rest of world may not realize Pittsburgh’s initiative.

“We just want to try to build that culture and be a part of it,” Sorek said.

Avakian attests to the brand’s artistic potential, “They capture the modern urban aesthetic in a way that isn’t all skateboarder and hip-hopped out — not like anyone else.”