PENNYMANNY

Founders: Daria and Maxim Semyonov

Brand DNA

Practical solutions in fashion, individuality, and freedom of self-expression.

Concept

PENNYMANNY creates functional and comfortable clothing for people who value convenience and style and do not want to waste extra time planning their outfits. Living at their own pace, enjoying life, and looking impeccable are the brand’s core values.

Brand History

In 2016, during her maternity leave, Daria decided to change her career and took tailoring and sewing courses to master the art of garment construction. Her first creations were well-received by friends, and her husband Maxim suggested starting their own brand. Initially, they bought fabric in small quantities, and friends purchased the finished models to support their bold idea. A turning point came with the COVID-19 pandemic when a sweatshirt featured in a blogger-stylist’s promotion brought in their first serious profit. Today, PENNYMANNY is represented on numerous online and offline platforms and regularly produces hundreds of items.

Blitz

Best time of day for creativity?

Night

Ideal place for creativity?

Vacation—where inspiration strikes

Musical track that often plays when you want to create?

Electronic music, Beyoncé — “Pretty Hurts.”

Brand item you’d want to wear all the time?

Bomber cape

Part of the fashion process you like least/most?

Favorite—feeling after a new collection shoot. Least favorite—when it’s time to crunch numbers

Which historical or literary character would you make the face of your brand?

Onegin, Bazarov, or a character from "A Hero of Our Time."

Fragrance that best represents your brand?

Ombre Leather 16, Tom Ford

In which ideal location in the Urals would you hold a collection photoshoot?

Aramil Wool Factory, Taganay

What is the hardest part of creating a new collection?

Letting go of the thought: “Who will wear this, who needs it?”

What advice would you give yourself at the start of your journey?

Never give up

What single word best describes your brand?

For life

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

Governor Yevgeny Kuyvashev

What will change fashion in the near future?

Freedom of thought and decision-making