Asmind

Founder: Anna Starkova

Brand DNA

Mindful consumption, comfort, multifunctionality. The brand name ASMIND combines AS (abbreviation of the founder’s name) + MIND (mind, mindful consumption).

Concept

Asmind offers basic and comfortable everyday clothing. The main focus is on the quality of materials, fit of patterns, and design of items that remain relevant for more than one season. The models blend well with each other and easily integrate into any wardrobe.

Brand History

The brand started with the idea of creating its own comfortable and stylish swimsuits. However, finding equipment and seamstresses for working with biflex proved challenging. Immersed in the fashion process, Anna decided to develop her own line of summer clothing—light, stylish, and perfect for hot weather. The models quickly found their audience, and the brand began to grow, gradually expanding its range.

Blitz

Best time of day for creativity?

Night, when the whole family is asleep

Ideal place for creativity?

Lying on the couch

Musical track that you most often listen to when you want to be creative?

Complete silence

Brand item you’d want to wear all the time?

The white bamboo shirt

Item you’d pass down to your grandchildren with the words: “Let this remind you of me”?

The white bamboo shirt

What part of the fashion process is your least favorite/most favorite?

All parts of the fashion process are wonderful in their own way

Which historical or literary character would you make the face of your brand?

I’ve never had a particular idol… I would make a confident woman who clearly knows what she wants the face of the brand

Which fragrance best represents your brand?

The smell of a forest in the morning after rain

In which ideal location in the Urals would you hold a collection photoshoot?

Ural Bali — Kaolin Quarry

What is the hardest part of creating a new collection?

Coming up with something unique

What single word best describes your brand?

Comfort

If you could create a collaboration with any celebrity (or character), who would it be?

Maye Musk

What will change fashion in the near future?

Consciousness, when people start listening to themselves rather than imposed trends