NADOBYT'

Founder: Olga Chemyakina

Brand DNA

Ural originality and the cultural code of small towns in the Sverdlovsk region, authentic elements, and original design.

Concept

The Ural design workshop "NADOBYT'" is a team that loves the Ural region and values its uniqueness. The brand doesn't just create beautiful items; it makes historical values tangible: each detail, each design, each stroke in souvenirs and clothing embodies a piece of the Ural soul. "NADOBYT'" aims to convey the depth of the Ural cultural code and goes beyond traditional design understanding. The brand strives to implement a comprehensive approach: design, improvement, tourism, and social responsibility. The goal of "NADOBYT'" is not only to create a successful brand but also to inspire people to explore and preserve the history of their native land.

Brand History

The workshop's journey began in 2021 with work on improving a public space in the small town of Nizhny Tagil in the Sverdlovsk region. Fearing that this place would become a faceless object without its own style and identity, the team decided to create a unique collection of interior and exterior items filled with historical context. The idea then emerged that guests and tourists should be greeted in clothing that matches the character of the place. Gradually, the understanding came that the memory of a trip should be tangible. Thus, "Ural Souvenirs" were born.

Now, the project has transformed into a large-scale journey through small towns in the Sverdlovsk region in search of its own style, identity, and the unraveling of the unique cultural code of these towns. Therefore, "NADOBYT'" is not just about souvenirs and clothing, but about history in details. Each item, every piece, and element of clothing is the result of meticulous work by a team of architects, urban planners, designers, tailors, ceramists, and others. They study the history, architecture, and traditions of small towns and draw inspiration from local everyday life.

Blitz

Best time of day for creativity?

Ideas usually strike unexpectedly, so any time of day is the best for their emergence

Ideal place for creativity?

We work with small towns in the Middle Ural, so our creative space can be a museum, a glade, a café on a landmark street, or a road from point A to point B. In general, these places are our small homeland. They are an inexhaustible source of life and creative thoughts

Musical track that plays most often when you want to create?

As Mayakovsky said: “Could you play a nocturne on the downspouts?” Well, our musical track is familiar to almost every family in the mining Ural: the hum of factory machines, the bass notes of furnace heat, the glossy notes of metal sheets, and the rustle of trees in the mountains. We don’t need to play music to create. It's more important for us to hear the honest sound here and now

Item from the brand you would wear non-stop?

We love our items very much. We enjoy dressing up completely unfamiliar people in them and admiring them. And noticing how these items transform them. We receive pure emotion in return. It's interesting to see how our items can change a person, always for the better

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

This is a very difficult question, primarily for the grandchildren, as they will inherit a whole chest of such items

Most liked/unliked part of the fashion process?

It's pleasant to be able to take a lunch break during work. And there are tough times when it's impossible to take a lunch break

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

We already have such a character. It is a composite image of a Ural resident. We think that over time, his features will become clearer, and his gaze will become more eloquent. The most important thing is that by wearing our clothing, we immediately feel how our posture changes, our speech becomes cleaner, and we gain inner spiritual strength and support. By wearing our dress or coat, an ordinary person becomes the face of the brand. Our hero is you, us, Ural residents

Scent that best matches your brand?

The concept of the scent's sound is very relevant here. Our scent is exactly the sound of the music that inspires us

Ideal location in the Urals for a collection shoot?

In our practice, we do not look for ideal places. We seek characteristic places with their own identity and uniqueness, just like people. We are all different, imperfect, and that is beautiful

Most challenging aspect of creating a new collection?

Realizing that you and your team have two hands and one head each, not six, for example. The most challenging thing is coming to understand that everything takes time, including work and sleep

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

We don’t wait for advice; we have many ideas. Let’s just start

One word to describe your brand?

Nadobyt'

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

Let such a meeting be a pleasant surprise for both parties