Fy: r: Moscow Scandinavian-style clothing brand

WONDERZINE PRESENTS YOUNG DESIGNERS and tells where and how you can buy their things. Our heroes this week are the spouses Sveta Salnikova and Lyosha Kukhta, the founders of the fy brand: r.

Despite the active promotion of designers in social networks that know no boundaries, Moscow is still the leader in the number of young brands - both street and basic clothing, and accessories. One more noticeable Muscovite is fy: r, the creators of simple, but very nice clothes for every day.

The brand was founded by spouses Sveta Salnikov and Lyosha Kukht, after Sveta graduated from the British School of Design. It is noteworthy that the first education guys - engineers. Sveta is a cybernetic and before becoming a designer fy: r, she worked as a project manager in the field of IT for seven years. At some point, the girl thought that the profession had exhausted itself, and sewing and construction began to take more and more free time. Since the salary allowed, she decided to invest in vocational education, which she was interested in. At the same time, Sveta visited Stockholm for the first time, where she was inspired by the Scandinavian approach to life, conciseness and capacity of local design: "It was there that I realized that design is a combination of creativity and engineering and that is what I want to do ".

Sveta thinks over the concept, develops the design, selects materials and designs patterns. The brand collaborates with a tailor who works on the technology and removes control samples for the entire collection, as well as complex articles that use manual work. The main circulation is placed on a small production in the suburbs.

Most of the materials for fy: r are ordered from Italy, in the same place, in an Italian factory, prints and prints are made to order. At the beginning, Sveta and Alexey tried to work with different suppliers, for example, from Bangladesh, but they soon refused this option, because the quality of the material in their socks did not suit them. Last year, they traveled to explore the Première Vision exhibition in Paris - perhaps the most famous design in the world. This fall they are going to go a second time, but with the goal of finding specific suppliers for cooperation.

On their website, the guys try to share as much as possible the vision of the brand and tell what is behind the creation of their collections. They clearly represent their like-minded customers and in the “Stories” section they interview girls who inspire them. Now the couple has four complete collections on which one can immediately note the wholeness of their approach - these are free, non-chilling things, both monochrome and interesting, but not elaborate prints. "When we started, it seemed that fy: r was about monochrome and asymmetry. But with the development of the brand concept, color has become one of the favorite visual tools. We prefer to use dissonant color combinations, such as purple and red, as in the summer collection."

Like many young brands, the guys decided to divide all the products into two lines: Blank and Collection. Collection is a complex form, handmade and delicate fabrics. In the Blank line, the same idea is expressed, but more basic materials, forms and technologies are used. In fy: r, you can buy a full wardrobe: shorts, coats, and pants. But what you immediately notice in their online store is neat blouses with a turn-down collar and dresses with decorative buttons.

At first everything seemed difficult. Many questions from which the hair stood on end. Where to find production? How to agree to sew small batches? How to achieve the desired quality in circulation? How much should I produce? Where to get quality materials? How to persuade buyers to buy collections? How to make us know? But, probably, the most difficult was to find your own rhythm, balance, to make everything work harmoniously. At the moment, the most difficult thing for us is to build communication with the outside world. Since we are both uncommunicative guys, PR remains a pressing issue, the solution of which we are still looking for.