Maverlok

Founder: Marina Koptelova

Brand DNA

Bright, unique men's models, all-natural fabrics, and limited editions. Exclusivity and comfort.

Concept

Men's strength is not just about character, but also feeling comfortable and free in any situation. Maverlok creates men's clothing that combines unique but straightforward design, impeccable fit, and high-quality, long-lasting materials. The brand's uniqueness lies in its fabrics, which undergo washing and deformation shrinkage before cutting, ensuring the garments remain as good as new after the first wash.

Brand History

Marina Koptelova, a mother of four, founded Maverlok in April 2023. Initially aiming for a mass-market format, she quickly realized the niche for designer men's clothing was underfilled and in high demand. The first collection, featuring bright and creative models, won the Ural Designers Competition dedicated to the 300th anniversary of Yekaterinburg. T-shirts with the print "When you're a little over 300" sold out instantly. Today, Maverlok is represented in the multi-brand store of the creative cluster "Domna" and on various online marketplaces. The range includes unique men's docker caps, cargo suits, quilted vests, and muslin suits.

Blitz

Best Time of Day for Creativity?

For productivity, the first half of the day. For inspiration, definitely late at night

Ideal Place for Creativity?

A place where you feel free and happy. It's different for everyone. For me, it's my workshop and any bright, open spaces

Music Track That Inspires Creativity?

Something very energetic like "Sweet Dreams" or "Smack That," though it could even be Rammstein. Definitely not relaxing music. Honestly, a particular collection is often tied to a few tracks I listen to on repeat. Hearing them again later, I always remember the feelings I had while creating the collection

Brand Item You'd Wear Non-Stop?

Definitely the quilted vest

Item you would pass on to your grandchildren with the words?

"Let this remind you of me!": A vintage sewing machine I inherited from my grandmother

Most/Least Favorite Part of the Fashion Process?

Least favorite — meeting lots of people and maintaining connections. I tend to disappear for months, closing off from society, which negatively affects the brand. Most favorite — choosing new fabrics for the collection! Rolling them out for the first sample cut is just an explosion of imagination!

Historical or Literary Character You'd Make the Face of the Brand?

Probably Jim Carrey from the times of "Ace Ventura" and "Bruce Almighty."

Scent That Best Represents Your Brand?

Tobacco + vanilla

Ideal Location in the Urals for a Collection Shoot?

I dream of a shoot in the retro car museum in Verkhnyaya Pyshma

Hardest Part of Creating a New Collection?

Finding the finances for it

Advice to Your Younger Self?

Do it however you can; you'll figure it out as you go

One Word to Describe Your Brand?

Maverick

Dream Collaboration with a Celebrity?

From Russia — Rinal Mukhametov, Maxim Matveev, the band "Phonetics," Roman Kriheli. Internationally — Jack Black, Teddy Swims, designer Ruben Novaak

What Will Change Fashion Soon?

Conscious consumption and production