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Anton is 32 years old. Engineer by profession, he sold metal for more than ten years. Started with the manager, then opened his business with a warehouse in Shabany. He made deliveries across the country, in Minsk on his frame there is a part of Zybitskaya. But all this time, he was attracted to creativity
– Working on Zybitskaya, I started thinking about what I should do next, explains Anton, who was now taking the pseudonym Ant. – I did not want to work in the style of "bought for a million, sold for a million 10". It has become unprofitable. Then I changed my skills and started making aquariums – recessed, aquariums, partitions, and so on. But I soon realized that today 's aquariums are real art objects and that they are quite expensive, this is not a product of the demand increased. I realized that I had to look for something else.
Anton has had a lot of creative friends since school, his circle of knowledge has expanded and two years ago he met Ekaterina Kipel. The girl liked the conceptual style in clothing, looked at it actively and thought about her clothing brand of this kind. Anton did not at first take this idea seriously, but later he studied the issue and became a partner of Catherine.
– For Belarus, it is a new direction. In Russia, he is already gaining ground for the fourth year. The style itself came from Germany, spread throughout Europe, and then to Russia. I thought, why not be the first in Belarus. We borrowed from friends and opened, – explains the guy.
– Originally, they thought they would buy clothes in St. Petersburg and sell. But the communication circle expanded, I got to know designers and designers, and there was an idea for sewing clothes here. We decided that, in principle, the adaptation would cost as much as the purchase of the first batch. And this decision came when we already had time to buy something from the St. Petersburg brand and even sell it.
– None of us has an education in design. Our work is built on values and inner feelings based on our own taste and a great love for our work. But we thought that there is nothing complicated here, we have to try. I did not intend to study the cut and sewing myself. My plans were to find people and put the tasks in their place.
The guys called their brand ElSee, they found good seamstresses and a designer and a year ago they canceled the first batch of clothes. A total of 46 models.
– We bring thoughts and ideas to the designer, she draws, we approve or make changes. Then comes the first sewing test, editing – and if all is well, then we have already left the molds approved, – explains the subtleties of the guy. – A year ago we launched the first collection of clothes and made the first photo shoot, we were bought by some Russian multi-brand stores and some Belarusian
– Honestly, this year has been very difficult. We were summed up by the first seam, the factory let down, we had a minus. For a month and a half, we were disappointed by the factory, and then from the 50% ordered, the store refused. We were hanging fabrics, in the winter – there was no way to sew a winter order. In general, difficulties for difficulties, but now everything is fine. And we did not do any special advertising, but our clothes were bought almost all. However, with Katya we separated, she could not continue working. I kept working alone.
Anton shows his models. Most of them are sewn from comfortable knitted fabrics, which contain no less than 50% of natural yarns, the rest is polyester, or polyester with elastane, or just the 39; elastane. Anton explains: it's for wear resistance.
– In some models we use 100% cotton, but it is of very high quality, and the model does not become useless after several washes, – Anton demonstrates his image. – The essence of conceptual garment is minimalism, gamma monotony and the mixing of styles in an image or a model. We can observe the usual notes and details of different styles.
As you can see, my image combines the street style – his sneakers and a T-shirt, oriental notes – his pants, plus something ethnic and unusual – it's a coat that gives the picture a twist. This is a very practical version of clothing.
– In our images you can find different options: it can be a shirt, combined with semi-sport-semi-oriental pants, – shows clothes Anton. – It looks like a shirt, but it has unusual elements – a collar-stoechka, still pants – with a lowered saddle and sneakers. We change shoes to more clbadic, rough – and so we can immediately look accordingly to sit somewhere in a restaurant or club.
We were inspired by the images and ideas of modern European and Oriental designers. but rethought for themselves. Our clothes are Andrew Bond, Artem Rybakin, Alexei Gross, Natalia Bertha, Serikov, TV presenters, mannequins. In general, creative people. The concept is designed to surprise and cause confusion. Plus, it's a style of free people, internally free. Thanks to this style, you can feel free. My task is to make sure this style is normal for everyone, and not out of the ordinary.
Mike, the pants and the coat, like Anton, cost 295 rubles. The guy explains: the task was to make affordable designer clothes.
– The average check we have now is 90 rubles, he explains. – I think we can compete with the Moscow brands. We had the job of making affordable clothes while doing business normally. It seems to me that I understand, since we put profitability at least 50%.
Now the guy has launched a crowdsfunding campaign. Collection of money to increase production to enter the CIS market
– We invite people to order our dresses from us. This dress fits all. He is in four colors: black, gray, red and burgundy, he explains. – We will also cooperate with the Red Cross, and some of the money will be used to help children, the disabled, the needy, and so on.
Sewing machines in the catalog Onliner.by
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