DESTROY

Brand Founder: Anastasia Mashkova

Brand DNA

Deliberate dishevelment, contrasts in textures and shades, experimental fabric processing techniques, minimalist silhouettes.

Concept

DESTROY embodies the grunge style and creates authentic garments through bleaching, silk screening, and distressing techniques. Each piece is unique and allows for the expression of a rebellious spirit. The bold combinations of textures, shades, and deliberate ruggedness appeal to those for whom freedom and uncompromising nature are paramount.

Brand History

Anastasia founded the DESTROY brand in March 2024 while studying at the Department of Style and Image at RGPPU. She was inspired by the creative process of designing and sewing a clothing collection and was ignited with the idea of creating a rebellious brand that would unite like-minded people. Despite its short existence, DESTROY has already found its audience and is sold at the City Center on Lenin Street, 50 in Yekaterinburg.

Blitz

Best time for creativity?

Night, when you can gather a team of friends in the workshop and create until morning. It's when you can develop bright images, plan hairstyles and makeup for upcoming shoots

Ideal place for creativity?

The DESTROY office, or any place on Earth as long as I'm surrounded by supportive people

Music track that often plays when you want to be creative?

In the DESTROY workshop, music always plays—there's no specific track that sparks creativity, but all music generally uplifts and sets a pleasant working atmosphere

Item from the brand you would wear non-stop?

Jeans and sweatshirts—they are the most comfortable items suitable for a walk or special occasions when you want to stand out from the crowd and attract as much attention as possible

Item you would pass down to your grandchildren with the words, "Let this remind you of me"?

Our iconic sweatshirt that embodies the story of DESTROY's creation and the vibe of rebellion

Least/favorite part of the creative process?

Least favorite—standing still. Favorite—developing clothing, dyeing, bleaching, the entire process of creating collections from concept and sewing to photoshoots

Historical or literary character you would make the face of the brand?

Cruella de Vil from the film of the same name. We move because we are obsessed with the idea of revolution and bringing something new to the streets of Yekaterinburg and beyond

Fragrance most aligned with your brand?

The scent of the first cup of coffee after several sleepless nights of collection development, the smell of the city at night after rain, which you sense when stepping out of the workshop

Ideal location in the Urals for a collection shoot?

Abandoned buildings that have been given new life. They become art objects, and photos there capture exactly the atmosphere we want to share

The hardest part of creating a new collection?

When you come up with a complex idea, like accessories with 60 meters of chain, and realize it needs to be actualized

Advice you would give yourself at the beginning of your journey?

There are no problems, only opportunities for growth

If you had the opportunity to collaborate with any celebrity or character, who would it be?

Cruella de Vil or Klava Koka—a bold artist from Yekaterinburg

What will change fashion soon?

Fashion will inevitably change. New faces in the fashion industry and people's fatigue from monotony contribute to this