Strand

Brand Founder: Elena Syomina

Brand DNA

Middle-up segment men's clothing brand, premium Italian fabrics, "quiet luxury" style.

Concept

Strand combines high quality, comfort, and style. The product line mainly includes basic items for men's wardrobes and is aimed at men who value practicality, comfort, and yet are not willing to overpay for a "loud name" brand. Inspiration sources include legends of men's European wardrobe such as Loro Piana, Brunello Cucinelli, Zegna, and others.

Brand History

The Strand brand was founded quite spontaneously in 2023 in Yekaterinburg. Elena's husband could not find quality clothing at reasonable prices in Russia without a significant markup for the brand, especially felt after the departure of foreign companies from Russia. The challenge was accepted, and by 2024 the first summer collection of Strand was launched.

Blitz

Music track that often plays when you feel creative?

"Can't Stop" by Red Hot Chili Peppers

Item from the brand you would wear non-stop?

Funny question for a girl who created a men's clothing brand

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

A compass that my father gave me

Least/favorite part of the fashion process?

Favorite - photo and video shooting of the ready collection, as you already see the result of your work. Least favorite - selecting consumables for the collection (especially threads)

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

Andrey Stolz (from the novel "Oblomov")

Fragrance most aligned with your brand?

Woody-citrus scent

Ideal location in the Urals for a collection shoot?

Golf club, yacht club, riding club

Hardest part of creating a new collection?

Basically, the entire production stage is challenging. There are plenty of ideas, but they need to be implemented in the best possible way

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

Go all the way, no matter what!

One word to describe your brand?

Style

If you had the opportunity to collaborate with any celebrity or character, who would it be?

Possibly Daniel Craig

What will change fashion soon?

Fast fashion will disappear, people will choose more durable items that do not lose their relevance