Dasha princeva IN THE RUBRIC "NEW MARK" we represent young designers and tell where and why it is worth buying their belongings. Our issue this week is dedicated to the Russian brand E404. Its founders - Artem Bryukhov and Ksenia Cheremnova - are part of a new generation of designers who know exactly what their peers want. Foundation date:.

2016 Where to buy:.

weareerror404. en / shop Price:.

T-shirt - about 2000 rubles. , the switch is about 3700 rubles. If two years ago the phrase "he was just a good stylist" sounded like an insult to the designer, now, in the era of social networks, everything is exactly the opposite: the ability to stylize is a huge plus. The history of the brand, sewing skills and academic design, whatever the adherents of the "old school" say, go to the background. With such a balance of power, the self-taught, confident in their taste and vision, have as many chances of success as graduates of specialized institutions. Win in the race are those who will be able to recognize the audience's request even before she formulates this request. Namely - a young generation of experimenters, such as the founders of the St. Petersburg brand E404. Artyom Bryukhov and Ksenia Cheremnova make out-of-the-way things in the sports style, with bright illustrations and inscriptions in Cyrillic alphabet. It is noteworthy that the first about the E404 was written by foreign publications, which, after the overwhelming success of Gosha Rubchinsky, closely follow the young talents from the post-Soviet bloc. Unlike most Russian designers in this rubric, the creators of the brand Artyom and Ksenia do not have any education in the field of design, but they do not need it: the guys work with a third-party production of a full cycle, which provides test samples, and purchases fabrics, and prints. Artem was born in Ufa, where he received, according to him, "a very stereotyped economic education at a state university", and Ksenia in Novosibirsk, where she studied at the architect and was carried away by drawing. The guys confess that the first impetus to creating a brand for them was Lambada Market: "We collected the last money in a heap and began to invent the concept in a furious rhythm and look for production. The project was done very quickly - we knew that at Lambada we could definitely recoup the investment, and we did not think about the future. But then everything began to twist ". The guys note that pricing policy is an important part of competent business management, although it is not cheap to sew in Russia either. Things are in the middle price segment: a T-shirt stands in the area of ??2000 rubles, and the switch will cost 3700 rubles. Perhaps the potential problem of E404 lies in the "excessive" fashion: the brand appeared on the wave of interest in street clothes, uniforms and inscriptions in Cyrillic alphabet. But the more interesting it will be to monitor its development - so far, judging by the purchase of the Japanese store GR8 and other locations in Europe, Australia and America, things are going more than perfectly. Artyom Bryukhov Our identity is inspired by primitivism in art, favorite childhood series and the most unattractive details of everyday life: the interlacing of wires, the way the housing and communal services paint graffiti, like Rothko, scraps of colorful ads that the city service workers tore off the post, and other. We do not pretend to a complicated design, for the basis we take the basic elements of a string. Day E404 is a story about a special perception of reality, not overshadowed by prejudices and internal blocks.

Our most ambitious plan is to enter global retailers, as the retail culture abroad is on a completely different level. If we can meet the requirements of buyers with more experience in doing business, it will be our victory. We want our things to be sold all over the world - and we could become a part of the community of kids who are doing class work, provide themselves, make plans and, of course, do not lose interest in life. Photos: We are error 404 Original article: Pieterskaya mark E404: Trainers, T-shirts and hoodies.

with inscriptions.