Tony Clou

Founder: Anton Ermakov

Brand DNA

Authentic street style, unique textures, and expressive silhouettes.

Concept

The core idea behind Tony Clou is to create original looks and distinctive wardrobe pieces that emphasize individuality, regardless of profession or lifestyle.

Brand History

Anton Ermakov is a well-known figure in his city as a director, producer, circus artist, and choreographer, celebrated for his creative thinking. In 2019, he embarked on his fashion journey by designing an original T-shirt and some items for his own performances. The attention these pieces garnered led Anton to delve deeply into the fashion industry. By 2021, he opened a small store, which has grown into a 200 m² space under the Tony Clou brand. The brand name originated from a typographical error during one of Anton's performances, where “Cloun Tony” became “Tony Clou,” aligning perfectly with the brand’s mission to highlight each person's originality.

Blitz

Musical track that often inspires your creativity?

I don’t have a specific track, but I prefer R&B and hip-hop. As a dancer myself, I love immersing myself in music, and inspiration often strikes while moving, leading to various intriguing ideas

Item from the brand you’d wear all the time?

I don’t have many items in my wardrobe, and most of them are from our brand

Item you would pass down to your grandchildren with the words: “Let this remind you of me”?

It would have to be something that led to significant changes and became somewhat fateful. I don’t think we’ve created such an item yet

Least favorite part of the fashion process?

There are undoubtedly routine moments in creating products and managing the business. They can’t be avoided, so I’ve learned to accept them

Historical or literary character you’d make the face of the brand?

Gatsby from "The Great Gatsby."

Fragrance that best represents your brand?

I don’t often use perfume, but I love Givenchy’s range. They have an interesting, soft, and lasting scent with its own individuality

Ideal location in the Urals for a collection photoshoot?

Success in a shoot doesn’t always depend on the location; the model, photographer, and overall picture are crucial. For the Urals, I’d like to shoot in the mountains or at an ancient monastery

Most challenging aspect of creating a new collection?

Avoiding repetition. While we inevitably modernize old designs with fresh ideas, I want each collection to be bright, interesting, and stylish

Advice you’d give yourself at the beginning of your journey?

Always maintain discipline and don’t abandon what you’ve started. Success comes with persistence—if you stop, everything stops. So, keep moving, stay current, and try to increase your pace. And delegate tasks wisely

One word to describe your brand?

Character