Monobrends: 9 niche Russian clothing brands
Shortening the path to success local brands limit the range and focus on the release of a single product. This allows you to hone the quality of the product, and most importantly - to build a coherent dialogue with the buyer, entangled in the abundance of design proposals and wanting to get an answer to the question "where to find a particular thing." Creating a mono-product is a global trend, which is supported by Russian designers. We tell what.
Text: Svetlana Paderina
Vatnique
quilted jackets
Mark from St. Petersburg, which produces the only model quilted jacket in different shades and textures. Free volume and universal fit allow you to address the jacket to people of different sexes and different statuses. In addition, Vatnique products are quite unpretentious in terms of weather conditions - they can be worn as a jacket complete with a dress or jeans, and can be used in multi-layered sets even at sub-zero temperatures.
The creators of the brand adhere to the principles of sustainable fashion, using vintage and stock materials (that is, those left over from large-scale production), and insisting on fair pay for craftsmen. Social initiatives are also important for them: 10% of the cost of the jacket, marked by a special sign - a red coat hanger, is sent to the HIV fund.
"Chickens"
embroidered veil
"Mark appeared a year ago, - tells Galina Rachko. - I was preparing for my own wedding, represented a warm April day in a circle of loved ones and looked for a dress that conveyed the mood of urban romance. I came across the brand Antrerobe, offering exactly what I wanted. But the image lacked ironic details, so I came up with a veil with colored embroidery, reminiscent of the moments of our relationship with the groom. For example, the domestic ferret was an honored guest and helped to make rings for the ceremony, so his portrait on the veil was simply necessary! The guests were delighted. " The first collection, which included veils and scarves for every day, was made by Rachko together with designer Antrerobe and Bureau de Tricoti Galya Chepkina, hence the name: Gallina translated from Italian means “chicken”. Sketches for new scenes and directly embroidery are created by the hands of the author "Chickens", then she turns for help to the seamstress, who processes the edges of the products. Not a single product is repeated, as each client asks to display her own particular plot. Galina's future plans include a line of dresses and tops with embroidery in collaboration with other designers.
Matilda
cotton underpants
A very new project, launched with an extremely laconic idea: the mono-collection of simple white cotton underwear design "as in childhood." Mark launched Anya Shabalova, after receiving an education in the specialty designer clothes and worked for some time as a stylist. Comfortable and versatile underwear made from 100% cotton is made at one of the Russian factories and is sold at a reasonable price of 600 rubles per piece. The base of the underpants is ideal for collaborations, one of which has already taken place: the artist Julia Nefyodova made colorful embroidery-inscriptions for Matilda - the result partly reminded of the funny embroidered panties of the French brand Henriette H.
Yes way fashions
clothes for sleep and relaxation
Yes Way Fashions - Moscow chamber label of silk masks for sleeping and clothes for rest. Behind him are Nelly Kim and Anastasia Ivanter, graduates of the London College of Fashion. Together, girls are responsible for the entire cycle - from design to sales. "We are often asked: why home clothes? It all started when we studied in London, - tell designers. - Tortured by endless deadlines and insomnia, we met at night in the kitchen to dream and discuss plans. And this time alone with oneself, far from vanity, is very important for us. It's a shame when people do not pay much attention to home clothes. We strive to do aesthetic things, in which not only can you sleep comfortably, but you can actively move, walk, relax and just enjoy life. "
The girls admit that the longest they developed sleep masks, it was difficult to achieve the perfect balance of beauty and functionality. They were given to friends to test - as a result, several models went on sale, including masks for the aircraft that cover their ears, protecting them from drafts and noise, as well as masks with aromatic sachets for more relaxation, addressed to those who find it difficult to sleep. All of them are made of natural silk and hypoallergenic.
Vernon
men's pants for women
Tells Tim Vernon: "I have been looking for myself for a long time. I worked as a flight attendant, military, sold jeans and energy audit. But once I threw everything and started the brand. I searched for my niche for about a year until I remembered that I always liked to dress girls in my clothes. I stopped at pants because clients they said that it was a pain to find well-fitting trousers. I was attracted by the complexity of the task, to which was added the desire to solve this problem ".
Vernon trousers are made in St. Petersburg. As acknowledged by the author of the project, the task of universal fit of the trousers has not yet been finally resolved, but the brand team is working on it. Combined fabrics are used in tailoring: synthetic materials make it possible to iron trousers less often. Currently, Tim and his team are pondering over the comments of vegan customers and want to offer them materials that are ethical to animals.
Not fragile
retro drafts
Romantic stamp of the actress Yana Guryanova reminds of the French label Rouje, the idea of which is to quote the retroclassic so that it fits easily into the modern image. Yana chose the territory of the dresses, the nostalgic look of which makes us recall both the 1970s and the 1990s - Guryanova says that the first model in the collection was inspired by the image of the singer Gwen Stefani in the video "Don't Speak". Since then, the design of the dresses has remained almost unchanged: a feminine, but not too tight silhouette with an underlined waist and chest, touching flower drawings, a pea print. All products are made of silk or viscose, while Yana and her team use not only modern, but also vintage fabrics - thanks to which the dresses look even more “authentic”.
Kachs
trouser sets
Katerina Chernikova gained substantial experience in the field of fashion, having studied the entire kitchen of clothing production, from creating patterns to tailoring. Just over a year ago, the first collection of Kachs pajama suits was presented. "Pajamas are my favorite wardrobe item, - tells Katerina. - The main idea was to create clothes that carry the feeling of home beyond it ". All collections of the brand are sewn in Russia from comfortable fabrics, mostly natural: cotton, wool. Synthetic impurities in the composition, according to the designer, play a positive role and, for example, enhance wear resistance. Many Kachs kits are not too similar to pajamas - rather, they are just comfortable trouser kits.
Husky
artistic jackets
Husky Wear - a project of the creative agency Husky. Once, the agency's clients were presented with white padded jackets with a logo - the idea caused such a stir that we had to launch a full line of clothes. Jackets have been the main product of the brand ever since, although under the label Husky there are also sweatshirts, sleeveless jackets, olympic shirts, and dresses. All collections are made in Moscow and Moscow region.
"The format of collaborations is close and organic for us, - tell brand representatives. - We made the first joint collection with street art artists, it was a big and successful project. Then there was a collection for the restaurant 354, in the summer - a collaboration with Sasha Petrov’s project “To Be Born Again”, and at the end of the year - a project with a 2x2 TV channel. Among our customers there are many people from creative professions from the advertising, media, film and technology industries - people of different ages who like originality and comfort. "
Proballet
clothes for ballet rehearsals
The idea of the brand belongs to the ballerina of the Bolshoi Theater Natalia Lomakina. The girl reflected on the fact that there are beautiful stage costumes in the theater, but why aren't there such beautiful clothes for the rehearsal rooms, where a significant part of the dancers lives? The idea seemed to her viable, and in order to feel more confident in the production and marketing processes, Natalia took a course at the Fashion Factory school.
Currently, all the things that are produced under the brand ProBallet - is knitwear. Moreover, Natalia offers an alternative to the monochrome rehearsal base, creating products - leggings, pants and jumpers - in a fresh color scheme. Another advantage is the use of seamless technologies and natural materials, in particular, gentle Italian mohair.
PHOTO: Kachs,Husky
