TOG Store
Founder:
Yulia Kalistratova
Brand DNA
Stylish, comfortable home wear made from eco-friendly materials.
Concept
At Tog Store, we believe that home should be an oasis of comfort, confidence, and individuality. Our philosophy is built on four key principles: comfort and quality, style and individuality, elegance, and environmental responsibility.
Brand History
Founder Yulia spent many years sewing as a hobby. Gradually, this passion evolved into the idea of creating beautiful and elegant homeware. In 2021, Tog Store was born and quickly found its fans—women who value looking stylish and elegant at home as much as they do outside. Today, Tog Store's designs are showcased on the brand's social media, website, and major marketplaces.
Blitz
Brand Item You'd Wear Non-Stop?
Our comfortable and stylish kimono robes, embody both comfort and elegance
Item to Pass Down to Grandchildren with the Words, "Let This Remind You of Me"?
My journal, filled with sketches, thoughts, and collections of films and books
Most/Least Favorite Part of the Fashion Process?
Favorite — the creative process of designing and creating new models, and experimenting with sketches, fabrics, and textures. Least favorite — dealing with bureaucratic and organizational issues
Historical or Literary Character You'd Make the Face of the Brand?
If I had to choose a historical or literary character to represent the homewear brand, based on its aesthetics, style, comfort, and elegance, it would be Audrey Hepburn. This iconic actress symbolizes the ideal of femininity, sophistication, and grace. Her looks in movies and real life were always distinguished by their refined style, and she always looked impeccable
Scent That Best Represents Your Brand?
The Tog Store brand is associated with the scent of freshness and coziness, the smell of clean linen, and the warmth of home. This could be floral and woody notes, vanilla, lavender, or lilac. The fragrance should be delicate, light, and relaxing, just like the atmosphere our brand creates
Ideal Location in the Urals for a Collection Shoot?
It’s hard to name specific places. I think an old mansion or an apartment with vintage furniture would fit our concept perfectly. Or a wooden house in the forest. In short, a romantic space with its own history and aesthetics
Hardest Part of Creating a New Collection?
The long journey from idea to realization
Advice to Your Younger Self?
Don’t be afraid to experiment and trust your intuition. Sometimes the most unexpected ideas can lead to success
One Word to Describe Your Brand?
If I had to choose one word, it would be "harmony." We aim to create clothing that is not only comfortable, but also inspires our audience with its style
Dream Collaboration with a Celebrity or Character?
We would love to collaborate with Irina Shayk because she embodies the spirit of boldness, style, and uniqueness! Her style and grace perfectly match our concept. Together, we could create something truly unique and inspirin
What Will Change Fashion Soon?
I believe that fashion will increasingly focus on sustainability and individuality. People will value eco-friendly materials and unique, handcrafted items that reflect their personal style and values