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I.B.W. I.B.W. I.B.W. I.B.W. I.B.W. I.B.W.

I.B.W.

Founder: Oksana Paniker

Brand DNA

I.B.W. offers contemporary basic wear, combining classic style with innovative experiments in color, all made with an eco-conscious approach and in-house production in Yekaterinburg. The brand operates under the slow fashion model, ensuring that its products are long-lasting.

Concept

I.B.W. focuses on creating versatile and timeless garments. The collections, including Basic, Evening, Cruise, and ICON, are built on the principles of high compatibility and modularity, allowing pieces to be easily mixed and matched to create various styles and transformations through interchangeable details. This approach contributes personally to combating overconsumption and the fast fashion trend.

Brand History

Founded in 2015 by Oksana Paniker, I.B.W. emerged from her vision to create perfect-cut, high-quality basic apparel that endures beyond a single season. This type of wardrobe enables one to stay stylish and confident regardless of fleeting fashion trends. The brand quickly expanded from skirts to basic trousers and shirts, growing in capacity and popularity. Today, it boasts spacious corners in major shopping centers in Yekaterinburg and Moscow and has presented its collections at Moscow Fashion Week in 2024.

Blitz

Best time of day for creativity?
Night, when I feel most relaxed and free from daily tasks and operational processes
Ideal place for creativity?
A yoga mat
Music track that inspires creativity?
Complete silence
Item from the brand you'd want to wear continuously?
Wide-shouldered blazer, affectionately known as the "winner's jacket."
What item would you pass on to your grandchildren with the words: "Let this remind you of me"?
The most important thing I'd pass on is love. I don’t have an item that could contain it
Favorite/Least favorite part of the fashion process?
Favorite: Creating thought forms and imagining ideas that encompass not only design but also business processes. Least Favorite: I consider my least favorite parts as growth opportunities, especially developing patience. Ideas come quickly in mind but materialize slowly in the real world
Which historical or literary character would you make the face of the brand?
I.B.W. looks to the future, so no specific character comes to mind
Which scent is most in tune with your brand?
A blend of patchouli, rose, and jasmine
Ideal location in the Urals for a collection shoot?
Ural Opera Ballet, my favorite place
Most challenging part of creating a new collection?
Letting go of the excess—extra details, products, ideas
Advice to yourself at the beginning of your journey?
What seems like problems are actually opportunities. Embrace them bravely to discover yourself and the world. Knowing the path and walking the path are not the same
One word to describe your brand?
Eco-consciousness—as a mindset and approach to the world
If you could collaborate with any celebrity (or character), who would it be?
Katya Mukhina for her expertise in basic wardrobes. Natalia Vodianova inspires me as a beacon of universal human values, which we would also like to convey through our brand
What will change fashion in the near future?
Mindfulness

Podcast

U’FASHION х Оксана Паникер I.B.W. - как вырасти от 150 тысяч до многомиллионных оборотов, где искать баланс между бизнесом и семьёй
1х
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