From socks to hoodie: 10 Russian brands of street clothes
Domestic streetwear has long been grown to one-day brands and clones, arrogant theft of ideas and outright plagiarism, which perfectly shows that street style is in demand in Russia. This also confirms the scale of the phenomenon - local brands appear throughout the country at an enviable speed, but, it should be noted, they are closing at the same speed for obvious reasons: lack of necessary investments, production difficulties and a banal human “I won't pull”. But among the variety of street brands, leaders in the game, those who can be seen from afar, have already stood out. We tell where to buy decent Russian T-shirts, sweatshirts, jackets, baseball caps and more.
Wolf
Created in 2014 by Vasily (the brand bears his real name), WOLF today is one of the most recognizable street brands. It all started with the desire "to contribute and their vision in the segment, to make high-quality and interesting content, to tell the story of" Russian Gothic "." Bright slogans "Faith", "Youth", "My Defense" instantly scattered across a motley audience - from young ravers to adult admirers of sarcasm and that same Gothic. Then, at the start, the main problem was the inability to make a competent technical task for production - sewing and printing. Now - to distribute the budget and "observe the seriousness." Volumes and forms increased, to create a collection and, of course, preparation, takes much longer. But, it is worth noting, the prices remained reasonable: T-shirts 1,200 rubles, sweatshirts 2800 rubles.
In addition to T-shirts and sweatshirts, WOLF produces small items: coats, dresses, and raincoats. Collections are sewn mainly in Russia: "We have a large number of factories and printers that can produce a decent product. For our segment, ideology and history are more important." WOLF has already captured 50 stores in Russia from Kaliningrad to Petropavlovsk-Kamchatsky. The plans - the opening of the flagship store in Moscow, access to Europe.
SWORD
In the five years of its existence, SWORD has evolved from a street clothing brand into a real community. “Once one guy decided that he really wants to do what he loves, and the second one supported him,” is not a rare story, especially for a street brand. Of course, certain problems followed, including the banal ignorance of production details, because the guys basically had no idea what worked in this business. Difficulties with time have found their solution, but one thing remains unchanged - the idea to sew in Russia and use the Cyrillic alphabet.
In the arsenal of the brand as T-shirts and sweatshirts, and pants, jackets, shirts and accessories - one of those cases when you can put on your clothes in a brand from head to toe. And since 2015, SWORD creates “travel clothes”, which allows the team to gather around itself a certain group of people connected by common interests. Moreover, the brand has enough fans: the stores are located not only throughout Russia, but also in Ukraine and Belarus.
g o l d m a n s
The brand g o l d m a n s is the sum of two creative components: the artist Julia and the snowboarder Eugene. The sisters created the brand in 2010. Started with T-shirts with pictures, and then began to create also sweatshirts, jeans and leather jackets. At the same time, production problems appeared (as usual, as usual), as well as trial work with batches in Asia. Today, it is a provocative inscription on clothes like "Tits" and "Ugly" (although there are "Whore" and "Slut"), as well as no less provocative drawings. The lack of production does not prevent the sisters from successfully selling their work: all materials are ordered in Russia and things are sewn in private factories according to their own patterns. From this, by the way, the price does not suffer: "We would like our things to be inexpensive and affordable for everyone. T-shirts - 1200-1400 rubles, sweatshirts - 3000-3200 rubles." Such a policy is surely popular with the public - goldmans can be found in Moscow stores Volna, Dictatorship, Philosophy, the Rashn Mod Store showroom, as well as in St. Petersburg's Soap Protein, Department and other cities .
Anteater
The philosophy of one of the old-timers of domestic streetwear (the brand has existed since 2007) is based on three pillars: quality, development, respect. The founder (or rather, the ideological mastermind), Nikita Yarutsky, before Anteater, photographed for "Posters", "Big City", OnBoard and other publications. Passion for street culture, extreme sports and graffiti led him to the desire to do something of their own.
The most difficult thing, according to Nikita, is to create ideal things in Russia: "We constantly strive to bring our models to the ideal, it is hard, but there is some success." Materials are purchased mainly in Europe, but there is no need for its production - the brand works with about a dozen different factories. In this case, the pricing policy to match the purpose of clothing: Anteater is a sort of form for practicing street culture, for example, for drawing graffiti, skateboarding or BMX. Therefore, 999 rubles. for t-shirts or 2799 rubles. for windbreakers - the numbers are quite acceptable. The brand plans to expand its product range and new projects (by the way, there is more than one collaboration in the Anteater money box, for example, with adidas ZX Flux St. Petersburg, G-Shock / G-Sessions, etc.).
Hard lunch
Another old-timer on our list is the brand, whose name was invented back in 2004 (then the first things appeared), and officially registered in 2008. Before Hard Lunch, Maxim, Alexander and Stas were somehow connected with the sale and production of clothing, and agreed on this basis. The situation in streetwear was strikingly different from the current one, there were very few stores with such clothes, which means there are very few chances to find something interesting and unique. The passion for graffiti and graphic design once drove the first sample: the guys printed a few T-shirts with their own prints and mostly gave away the first batch, selling what was left through online stores of friends. Positive feedback and interest fueled the desire and convinced - you need to continue.
But it wasn’t possible to continue, smoothly and without difficulty, perhaps even a single young brand. Hard Lunch's production sites are located in St. Petersburg, the most difficult thing is to establish the smooth and efficient operation of each of them. "Any production is a living organism that requires constant attention and control. Everyone who has come across the production process at least once understands how many nuances and pitfalls can emerge in the course of work. Probably, the solution of these issues is the most difficult, but also the most interesting in this business! " In Russia, with fabrics, everything is "very, very bad, not to mention the fittings." Therefore, the guys mostly buy materials in Turkey, Korea and China, sometimes they find other interesting drains. But the most important thing is to maintain high quality and reasonable price (range from 990 to 4590 rubles). In the near future - the launch of two more lines of clothing. Hard Lunch is already represented in 50 cities of Russia (in Moscow - in 21 Shop, "Wave", in St. Petersburg - in Chikipiba Room, "Youth", "Change" and 21shop), but, of course, the goal is a network of mono-brand stores.
ZIQ & YONI
ZIQ & YONI is not just a brand, but a solid circle of people, where everyone is “his own” (the guys often organize various events that already have the backbone of “their own”, but at the same time everyone is happy here). The brand was founded in 2010 by George Yashin and Maxim Dmitriev. The team that participated in the creation of the brand included musicians, athletes, and businessmen, which is probably why ZIQ & YONI’s arsenal includes all sorts of things that could be described not only by the word streetwear - from t-shirts and sweatshirts to jackets, bodysuits even denim collections.
Interest in street fashion and the desire to do your own thing again prevailed, and doubts receded. And even if at first everything was done almost at random (the guys had to prove their right to exist), but ZIQ & YONI survived, and now the problems are much more prosaic - issues of growth, development, and proper management.
Most materials are ordered in Turkey and China: "There is practically no hope that the necessary fabrics will be produced in Russia". As for production, the guys are still sewing at several factories in Moscow and Krasnodar, but more and more they are looking towards China lately - there, according to them, there are much more possibilities. The cost of things, it should be noted, is quite adequate: from 1200-1400 rubles. for t-shirts and caps, from 2500-3000 rub. for sweatshirts and from 5000 rubles. for jackets and bombers. In addition to the online store, the brand has a monobrand in St. Petersburg, and it is also represented in Kixbox, Podium Market, Respublika, Volna, etc.
SATELLITE1985
Perhaps one of the most famous streetwear brands in Russia, despite the fact that it appeared not so long ago - in 2011. Things with the words "Vain youth", "Unclean youth" and "Worse you" are easy to see on the streets of the capital, and on raves in Sputnik things almost every second. It all started with a simple silk-screen printing on a small batch of T-shirts and a social network community. The creator of the brand Sergey for some time bought T-shirts in "Decathlon" and printed on them what he considered necessary. Now the brand line has expanded significantly, but there is no need for in-house production, as well as in other ready-made forms.
For some, provocation, and for someone - satire, brand slogans are not so much nostalgia as a story about turning points in history. And, as practice shows, this is not at all too much for streetwear. Ultimately, their t-shirts for 1000-1200 rubles. and sweatshirts for 1700-2500 rubles. always find their buyer and end very quickly. Also "Sputnik" produces raincoats, bombers, trousers and all sorts of accessories, right down to socks.
Circle of unity
"In 2010 there were only a few noticeable streetwear brands in Russia, so we, however banal it might sound, decided to do something in this direction," the creators of Circle of Unity, Mikhail Ryko and Olga Marchenko, admit. The problems at the beginning of the journey are the same - production, and in particular - the quality of the final product. Now the brand has an established base of factories with which it cooperates on an ongoing basis. As for the materials - mainly Turkey. Here both quality and reasonable price play a role. The second characteristic is important, because once it was possible to buy materials in Japan, now the price, as they say, bites.
The guys talk about the organization of production in Russia with a positive and working approach that is unusual for young brands. According to them, domestic production is real, except that the cost is significantly different from, for example, China. "But you can do quite quickly and often in a small amount what you need. They can make high-quality stitching without problems, you just need to find bona fide employees." The issue of finance is also important because for Circle of Unity, as for other street brands, pricing is a very important issue, because it is necessary to maintain the adequacy and acceptable level. But it is better to save on production geolocation than on quality. So the prices for t-shirts are from 990 to 1190 rubles, raincoats - from 4190 to 4590 rubles, and the socks with dogs that have already become famous are 500 rubles.
Circle of Unity collections are often associated with nature, animals. So the future line will be devoted to the avifauna of North-West Russia. It is worth waiting for it at the end of May. And things are sold with a love for the world in St. Petersburg Mint, Moscow Yauza Store, about ten stores in the regions and, of course, online.
Bat norton
It seems a little more and about Bat Norton will begin to make legends. And this is, perhaps, absolutely justified - the brand is almost the only example of a real business from streetwear-brand (however, many people refer Bat Norton to the “designer” section rather than streetwear-brands). And he grew up in seven years: first, students of Novosibirsk University, Valery Dubrov and Dmitry Muzyka made t-shirts for tourists, and later, having received more than just great reviews, created a brand.
Today everything has grown up to sales of the franchise, own production and company stores. And yet with such a scale, the average price of a product is 2300 rubles. (at the same time in the lineup and a bomber jacket for 7790 rubles, and a T-shirt for 2490 rubles, and a backpack for 3890 rubles). There is no need to doubt even greater growth - "a street clothing brand from St. Petersburg, which does not intend to sell stereotypes and hackneyed trends to people, but, on the contrary, is ready to create clothes for guys and girls who do not hesitate to express themselves through non-standard images" your
MEDOOZA
Looking at the collections of the brand, one can determine with the naked eye that this brand is based in St. Petersburg. And even the descriptions of the lines correspond: "In the Garage collection, we return to the roots. At a time when we were young, free and did not think about tomorrow. Coarse and unbridled, our new garage collection is saturated with rock and roll and dust of roads."
A distinctive feature of the brand is the drawings that carry the accessible and understandable semantic meaning. So, in the collection there are also portraits of Pushkin or Kutuzov, and a bear that opened its mouth with the accompanying inscription "Stay Wild". The prices for T-shirts are about 1000 rubles, for sweatshirts on average - 2290 rubles, and for knitted sweaters - from 3390 to 4500. In addition, MEDOOZA also has trousers, shirts, hats, backpacks and even mugs.