Russian brand Affex: Rough shoes and versatile sneakers
IN RUBRIC "NEW MARK" we present young designers and tell them where and why they should buy their things. Our hero this week is Rustam Heybatov, responsible for the Affex brand.
Modern Russian brands of shoes can be counted on the fingers: there is a brand of luxurious shoes by Alexander Siradekyan, there is a Nevalenki project focused on trendy trends like piercing brogues or loafers with colored fur, and, of course, Two Balls - reincarnation of Soviet shoes. Those who are well known abroad do not actually exist. However, the situation is changing: the creator of the young brand Affex has big plans - including expansion to the West.
Affex came up with Rustam Heybatov in 2014. The idea was simple - to make basic shoes that everyone can afford: "From my teen years I knew where to buy, for example, a cool and inexpensive T-shirt, and it was unclear where to get good shoes, and even at an affordable price." The brand hit the stores in 2015, and now it can be found in the main retail outlets of the country from Lamoda to TsUM. All thanks to the entrepreneurial spirit of its founder, who in the meantime received a Skolkovo MBA and extensive experience in retail (from the Banya Concept Store project to the wholesale trade in European fashion brands, mainly shoes).
Long-playing plans - to reach the western audience. That is why the Affex corner turned out to be with other young Russian brands in the past Pitti Uomo: "It was important for us to get feedback in order to understand what direction to develop and what to pay attention to, determine our further steps to bring the brand to the European and global markets "- says Heybatov. Now the team employs about ten people. At the same time saving on marketing, the brand does not save on materials: leather, for example, is purchased mainly in Brazil, and the sole - in Portugal. Otherwise, in no way - saving on quality, it is unlikely to tempt a buyer abroad, full of shoe mass-market.
Cover: TSUM
