From shirts to dresses: Russian brands of basic clothing
For the last few year s in Russia, a pool of democratic brands was created, creating things from which you can make an ideal basic wardrobe. One of the first to come to mind is the line BASE Kirill Gasilin - but not one. In our material, we have collected a dozen worthy brands that we recommend to take note.
Nnedre
Before launching her own project, the founder and chief designer of NNedre Nelly Nedre filled her hand, working on other brands. Her brand is three years old, and her achievements in such a short time are impressive: her own studio and production in the heart of the Northern capital. Nedre explains her decision to make a bet on simple and understandable clothes without frills: “I believe that in our dynamic world it is necessary to have a certain base in which the clothes for every day are as comfortable as possible so that nothing distracts attention. and an office worker who needs classic pants and shirts, a photographer who takes 12 hours a day in comfortable T-shirts and sweatshirts, and a young mother of two children who prefers basic dresses in which she always looks attractive. "
It is clear that NNedre focuses on a wide audience. For Nelli Nedra, such an approach is not just a business calculation, but a philosophy close to the heart: “I am for intellectual clothes that help a person to feel confident and comfortable. Now people are becoming more and more aware that things are first of all their shell for a comfortable existence and realization ideas, not a way to fluff a tail in front of others. " The price policy of NNedre is moderate: dresses from 5 thousand rubles, crop tops from 2 thousand rubles, skirts an average of 3 thousand rubles.
SHLZ
Stories when designers are in a relationship not only creative, but also personal, will surprise no one. Recall at least Christophe Lemaire with Sarah-Lyn Tran and Vivienne Westwood with Andreas Krontaler. A pair of Catherine and Sergey Shulzhenko - from the same category. The concept of their joint offspring of SHLZ is similar to what the Portuguese duo Marques'Almeida is doing - denim is like the cornerstone of collections, over which designers regularly create experiments: they artificially age, rub and tear. Denim is not accidentally chosen as the main leitmotif of SHLZ, Shulzhenko believes that the most important thing in clothes is that she does not remind of herself: "We prefer simplicity in clothes, this reflects our attitude to life - at least too much."
Jeans (at SHLZ they cost about 6 thousand rubles) in this respect is a universal thing that does not require special attention and is combined literally with everything. But the guys are not planning to stop here: now, in addition to denim of all stripes, you can find basic combination dresses with designer deconstructivist clothes (6,000 rubles), overalls with reflective stickers (6,500 rubles) and nice cotton shirts (4,500 rubles) in the online store of the brand. ).
Oh my
Mark Oh, my, perhaps, the oldest and most famous in its segment. It was launched in 2010, when everything with the prefix "Made in Russia" was still taken to be wary. The creator of the brand, Sergey Kovelenov, in time felt the trend - just a few years later, plain dresses, T-shirts and other basic wardrobe items Oh, my scattered like hot cakes. Perhaps the pricing policy played an important role: things in the online store of the brand cost on average no more than 5 thousand rubles.
They approach the work on collections seriously: even at the stage of sketches, too bold or monetary-cost design ideas are dismissed, in order to finally bring out the practically Platonic idea of a basic wardrobe - universal, easily combinable and inexpensive. The same approach Oh, my, and adhere to the choice of color palette. Models are available exclusively in white, black and gray. For those who do not like to spend a lot of time choosing clothes, Oh, my online store is the thing: all the clothes are combined with each other, like IKEA furniture (by the way, Kovelenov once worked in a Swedish company), and you can literally get dressed head to toe - the brand produces, among other things, underwear and socks.
ButterMilk Garments
The path to the fashion industry for Dina Lubentsova, the founder of the brand, began with a fashion design course at the British Higher School of Design. The girl admits that this experience can be compared to getting an education in a foreign fashion school: "At our faculty, the main focus was on the production of industrial collections and creating our own brand. We were taught not only the design, development and production of collections, but also the organization of the clothing brand in terms of business. " After two years of study, Dina worked for a while in a PR company and eventually decided to devote herself entirely to creating clothes.
In the design, Lubentsov focuses on adherents of the Swedish minimalism COS - a vivid example of the ideal value for money. "I think that a person decorates clothes, and not vice versa," says the girl and offers a coat-robe of perfect cut, jolly yellow raincoats and laconic cloaks without unnecessary details. Initially, ButterMilk Garments assortment was based on outerwear (hence the name: Buttermilk is a ski resort in Colorado), but now you can buy knitted dresses of direct cut, skirts and sweatshirts. The brand’s things, by the way, were appreciated not only in Russia - the brand’s online store has already received orders from Switzerland, England and Canada. What is nice, now ButterMilk Garments has a sale: a light jacket will cost 5500 rubles, a wool coat - 10 thousand rubles.
Infundibulum
As you know, gender ambivalence is our everything, so that Infundibulum men's clothing can be easily bought and worn with a boyfriend. The founder of the brand, Ilya Varegin, also learned the basics of design at the Moscow High School. Already during his studies, he formed the concept of a future project: good timeless clothes with a strong visual message. "Special requirements are made to the clothes that form the basis of the wardrobe; it is assumed that they will be often and often worn. A man can only wear a casual suit. Therefore, this should be a very good suit, comfortable, comfortable, functional and, of course, quality "- says Ilya.
Quality is subjected to the most careful control from the first thread to the last seam - fabrics for Infundibulum are made to order, and tailoring takes place in-house. By and large, things of the brand can be called a basic wardrobe for the advanced: their design cannot be called simple, and the echoes of the Japanese avant-garde artists of the 80s, led by Yoji Yamamoto, are clearly heard in the collections. In general, creative individuals will appreciate. Prices at the brand are not the lowest: a linen jacket, for example, will cost 15 thousand rubles, trousers - 9 thousand rubles, but it's worth it.
Mouth to mouth
Getting to the site of the Petersburg brand “Mouth to mouth”, you do not immediately realize that this is not the online version of Kinfolk magazine. The concept of the brand can be traced in everything - from the color palette of things to their representation in lookbooks. You should contact the online store of the brand if you are looking for concise dresses of flax (5,000 rubles), in which you can comfortably spend your work day, and in the evening go to the exhibition in the Garage, perfect cut culottes with a high waist (4800 rubles) or basic cotton top like a regular T-shirt (2200 rubles). The design in places resembles the work of the pet of the austere hedonists Christophe Lemaire, but this mark is only on hand - with the current exchange rate. Answering the question of how much demand for Russian clothing brands is now in demand, the “Mouth to mouth” team responds: “In Russia, according to Wikipedia, 146,544,710 people live. And they all need clothes!” Can not argue.
Aster
The story of the creation of a small brand "Astra" - another example of the script "when you can not find the right clothes, just start making it yourself." Almost always, a very personal project arises from such ideas, aimed not just at making a profit. So, the founder of "Astra" Ira Parshin all her designer dresses, shirts and trousers are first tested on themselves - fit, comfort. Ira admits that she does not have a special design or sewing education, therefore third-party craftsmen are involved in the production process, and she acts as an idea generator.
In his work, Parshin focuses on other Russian brands of basic clothing like Oh, my or Circle of Unity — Ira is impressed by their “good quality at an affordable price” approach: blouses sell for 2,700 rubles, shirts for 4,500 rubles, and dresses for 4,300 rubles. What distinguishes Astra from its colleagues in the workshop is its adherence to the principles of ethical fashion: the brand does not use materials of animal origin. Now "Astra" is represented in the Rostov online store "Sunrise", which delivers throughout the country and abroad.
The other dress
“Today, following the advice of numerous stylists and image-makers, people are increasingly thinking about creating the perfect basic wardrobe, in fact, we started with this thought,” says one of the founders of the brand, Violetta Gorina. She knows about the production of clothing firsthand - Violetta herself was engaged in individual tailoring for some time, so there is no doubt about the fit of The Other Dress things. Aesthetically, the brand is similar to the consonant Swedish brand & Other Stories - here both feminine minimalism and light hints of androgynous style.
Both in life and in work, the girl is impressed by the concept of rational consumption - less, but better: “The world is oversaturated with wardrobe items that are worn once or twice and are thrown away. It’s time to slow down the consumer society, break away from the outside and look inside. Sad when a person is more interesting than himself ... The meaning of our brand is not to interfere with the perception of a person - we don’t have any screaming elements, our clothes are a blank canvas. " The Other Dress does not yet have its own online store, you can find them on social networks or in the HHLVK store in China Town. Shopping will cost no more than in any Zara: for example, a The Other Dress skirt made of 100% wool costs 4,000 rubles, a silk blouse with a complex cut - 4,500 rubles, a wool dress - 6,000 rubles.
Base forms
This is the second brainchild of designer Daria Chernysheva, who, before Base Forms, has been developing her own brand for five years. Reaching a certain milestone, she decided to switch her attention to more universal, neutral clothes - this is how the idea was born to create a brand in which everyone would find the perfect white shirt or straight cut skirt. Chernysheva presents her belongings as a kind of uniform for every day - convenient and practical.
At first glance, dress-shirts and sundresses on wide Base Forms straps seem too plain, but the essence, as usual, is in the little things: unexpected cuts, buttons, hidden fasteners and inlay joints. Separately, it is worth noting the choice of the color palette: the variety of powdery and beige shades in the Base Forms collection leads one to believe that the base is not only an imperishable black-white-gray combination. In terms of pricing, the brand can rather be categorized as middle market: for example, the most popular item - a shirt with original sleeves - will cost 7,400 rubles.
Penn
As the team says a very young brand PENN, its DNA is "rigor, simplicity and brevity." The design is based on immaculate in shape geometric shapes: square, rectangle, cone and trapezium. Surgical accuracy can be traced in the performance of things - at the shirts the shoulder line sits where necessary, without leaving the back, the pants are cut off exactly ankle-length, and pencil skirts and dresses do not look as if sewn on disembodied elves. In general, for simple things in case “when you don’t wear anything at all” you should go to PENN: here you will find not only blouses (5900 rubles) and a coat (15 400 rubles), but also blank T-shirts (990 rubles) and even bodysuits 2 thousand rubles).