HISS

Founders: Alyona Belyaeva and Maria Karetnikova

Brand DNA

Luxurious Italian fabrics, current models, simple combinability of garments.

Concept

HISS is a Russian women’s clothing brand centered around the idea of mix-and-match wardrobe items. The core of each capsule collection consists of suits and elements that are easily combinable, complemented by accessories, and styled for various occasions. The brand places a strong emphasis on sourcing fabrics from current and past collections of Gucci, Dior, Moncler, Stella McCartney, and others, supporting a philosophy of mindful consumption with a focus on environmentally friendly production.

Brand History

Maria and Alyona, both busy mothers, founded HISS in 2017 with a practical purpose: to have high-quality garments in their wardrobes without spending excessive time shopping. The result was HISS—a women’s clothing line made from premium fabrics at reasonable prices. Each HISS piece is created from scratch in their own workshop in Yekaterinburg, with new collections developed under the designers' personal supervision and presented every 1.5 to 2 months.

Blitz

Best time of day for creativity?

Night

Ideal place for creativity?

Bed

Musical track that often plays when you’re creating?

Silence—music is distracting

Brand item you want to wear without taking off?

Many. Each collection includes such an item, often more than one

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

A jumpsuit with an open back

Most disliked/liked part of the fashion process?

Disliked: Carrying rolls of fabric and fur. Liked: Fitting samples

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

Marie Antoinette

Scent that best matches your brand?

Coffee

Ideal location on the Ural for a collection shoot?

Ural Mars Quarry

Most challenging aspect of creating a new collection?

Choosing from a vast number of ideas

Advice you’d give yourself at the start?

Sleep more

One word to describe your brand?

Consciousness

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

Jessica Biel

What will change fashion soon?

The new generation of talented individuals