LEMIVE
Founder:
Sergey Vetoshkin
Brand DNA
High-quality, comfortable, and affordable children's clothing that embodies family values and Ural traditions.
Concept
Lemive is a children’s clothing brand born in the heart of the Urals, inspired by its unique nature and culture. Each collection element reflects the strength and beauty of the Ural mountains and fields. Unique prints and textures, harmonised with monochromatic colour schemes, convey the majesty of Ural’s nature. The brand proudly declares: Made in Ural.
Brand History
In 2008, a friend approached Sergey with a request to organise the production process for their children's textile brand, "Miloe Solnyshko" (Dear Sunshine). Over time, the owner lost interest in the project, but Sergey became inspired by creating children’s clothing, realising its high demand. By 2015, he and his wife founded Lemive as a family business, embedding their children’s names in its title: LE for Leonid, MI for Milana, and VE for Vetoshkins. The name became a symbol of family values like care, support, and love.
Blitz
Best time of day for creativity?
Our creative process isn’t restricted by time. All specialists are united in an “assortment committee,” where anyone can propose an idea at any hour
Ideal place for creativity?
I don’t have one specific place. Travel inspires me. We often visit exhibitions and travel to Turkey and Uzbekistan, meeting with partners, exploring trends, and drawing inspiration. This doesn’t necessarily have to be a work trip—it could be a family holiday or time with friends. A change of scenery always fosters new ideas, so I avoid staying confined in one place
Music track that inspires creativity?
Currently, I’m inspired by the Ural duo LILOVA, who create original electronic music. Their compositions echo the rhythms of Ural nature and aesthetics. We even plan to invite them to provide music for Lemive’s first collection show in 2025
Item from the brand you’d wear non-stop?
As we specialise in children's clothing, I’d highlight our basic T-shirts. They’re true “workhorses” of a wardrobe—holding their shape, staying vibrant, and suitable for active play, sports, or everyday wear. My son wears them year-round: outdoors in summer and as a base layer under a sweatshirt in winter
An item you’d pass down to your grandchildren?
I’d reframe this as an item my son might pass down to his children. That would be our new backpacks. We’ve designed them to be durable, functional, and practical for any setting—from school to travel. Our family uses them for our own trips, and I believe they’ll last long enough to be passed on. These backpacks symbolise our philosophy: creating items that stand the test of time and reflect family values
Most and least favourite parts of the fashion process?
The least favourite part is shooting catalogue images on a plain background. It’s important for online sales but lacks creativity and atmosphere. There’s no opportunity for children to express themselves. The favourite part is outdoor shoots, where we create full looks in natural or unique Ural settings. This involves brainstorming scenarios, selecting accessories, and working closely with the team. Although exhausting, it’s rewarding to see the amazing final result
Which historical or literary character would represent your brand?
For our new collection, I’d choose the Silver Hoof character from Pavel Bazhov’s Ural tales. This collection ties closely to Ural nature, with fabrics reflecting the region’s stones and minerals. We aim to capture the spirit of the Urals using imagery that resonates with children’s imaginations and natural beauty
What scent resonates most with your brand?
Something clean, fresh, with notes of warmth and lightness. Imagine the scent of natural cotton mixed with the freshness of a morning forest or flowers—a fragrance evoking warmth, family comfort, and a sense of closeness to nature
Ideal location in the Urals for a collection shoot?
We use various Ural locations depending on the season and collection theme. In winter, it’s the Ural mountains or ski resorts. For spring, we’re planning a shoot in a marble quarry—a stunning location with striking landscapes, though logistically challenging to organise
Biggest challenge in creating a new collection?
Balancing the interests of both children and parents. Ultimately, parents make the purchasing decision, so we must create items that appeal to children while meeting parents’ standards for style, practicality, and seasonality
Advice to your past self?
From the very beginning, invest heavily in developing online sales. Initially, we didn’t prioritise this enough, but now we see that a strong online store is essential for a brand’s growth
One word to describe your brand?
Comfort
If you could collaborate with any celebrity or character, who would it be?
Natalia Vodianova. She embodies elegance and naturalness, values closely aligned with our brand. Her social work, support for family values, and care for children mirror our mission, and we’d love to create a collaborative collection with her
What will change fashion in the near future?
Fashion is rapidly embracing sustainability, and I believe the next major changes will revolve around mindful consumption and eco-friendliness. People want to know the origins of their clothing, who made it, and the materials used. This shift isn’t just a trend; it’s a new standard. At Lemive, we consider this by creating durable clothing from quality materials and staying close to nature. I also think design will prioritise functionality, focusing on comfort and versatility