begLOVA

begLOVA is more than a premium sportswear brand; it's a new community of real women who successfully balance different social statuses. They want to feel confident and comfortable whether they are walking with their children, jogging, attending business meetings, or going on romantic dates. Additionally, begLOVA takes an active social and charitable stance, aiming to show that a love for movement makes the world a better place.

Elena Beglova, a well-known basketball player and master of sports of international class, has been using clothing from premium global brands for years in her training and daily life. With their departure from the Russian market, the question arose of what to replace them with. Her perfectionism and habit of achieving goals led to the idea of creating her own brand.

In partnership with Marusya Vaulina (owner of the brand After 23.05), the begLOVA project was born in 2023. Clothing and accessories for two lines—sports and casual—are produced at their own facility in Yekaterinburg.