12storeez

12storeez offers simple, comfortable, and versatile clothing pieces that can be styled in various ways. The brand has firmly established itself in the premium segment with the concept of a luxurious basic wardrobe. Its clothing has won the hearts of fashion enthusiasts worldwide with a unique style that combines comfort and elegance, excellent quality, and functionality.

12storeez was founded in 2014 in Yekaterinburg by sisters Irina and Marina Golomazdina, along with Irina's husband, businessman Ivan Khokhlov. The name was chosen to reflect the brand's concept and to include a number for memorability, as the company intended to release capsule collections monthly, hence the name 12storeez.

Twin sisters Irina and Marina were born in Revda and have been interested in fashion from a young age. Their natural taste, sense of style, and ability to create striking looks from ordinary items were noted by those around them. During their student years, they worked as consultants at BENETTON. Later, Marina moved to Moscow and worked at Cosmopolitan Shopping magazine, rising from a stylist's assistant to editor. At the same time, Irina lived in Yekaterinburg and worked in fashion retail.

Marina's idea of starting her own clothing brand was supported by her husband Ivan Khokhlov. Initially, Irina was hesitant, not wanting to leave her stable job for a business venture, but Marina eventually convinced her. The sisters divided responsibilities: Irina handled sales while Marina focused on content and promotion, with both developing collections together.

The project initially operated as an Instagram store with no website, showroom, or other sales channels. With a starting capital of 80,000 rubles, they created their first piece—a midi skirt made of thin lace—and then produced a small capsule collection in Revda's atelier.

Irina and Marina designed and conceptualised the first collection, sourcing fabrics and accessories from retail stores as factories were unwilling to handle such a small batch. They commissioned a small atelier for garment production and participated in the brand's first photo shoots to show clients that they wore their creations.

A few months later, the startup became profitable. Over the next years, the brand expanded rapidly: it established offline retail locations, signed contracts with Italian fabric producers, and now has factories in five countries: Russia, China, Italy, Turkey, and Vietnam. The brand has opened 40 stores in Russia, 2 in Dubai, and 1 in Astana and Tashkent. 12storeez became the first Russian brand to partner with the global online retailer Farfetch.