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Weld Jenisse

Founder: Yevgenia Drozdovich

Brand DNA

Freedom of movement and choice, premium knitwear, contemporary models, comfortable fit.

Concept

Weld Jenisse clearly understands for whom it creates clothing and what customer need it addresses. When you need to quickly assemble an outfit without spending time on thoughts and fittings, Weld Jenisse clothing is the choice. A unified size range, impeccable quality, and warm relationships with customers are the secrets thanks to which most buyers become regulars. The team even coined the slogan: "Our brand is addictive."

Brand History

Yevgenia has had a passion for clothing since childhood. Youthful shopaholism transformed into owning a store selling clothing from Turkey and China. But selling others' products soon became tedious, and Yevgenia completed pattern making and sewing courses. However, the "manual labor" route didn't work out, so she began looking for specialists who could realize her ideas. Thus, in the midst of the pandemic in 2020, the Weld Jenisse brand was born. Within three months, orders flew worldwide: Yuzhno-Sakhalinsk, Vladivostok, Kamchatka, America, China, Israel. Today, the brand is represented in Yekaterinburg, Serov, and Chelyabinsk.

Blitz

Best time for creativity?
Creative ideas come in the evening, night, or early morning around 5-7 AM. But I start implementing them during the day because it's important for me to discuss my idea with the team, understand how precisely it can be realized, what difficulties might arise, how much demand there might be, etc
Ideal place for creativity?
The office or the production area
Item from the brand you’d wear non-stop?
Hoodies and jackets — they're the most wearable. I always decide on my outfit just minutes before going out, so these items are my favorites
Item you would pass on to grandchildren with the words: "Let this remind you of me"?
My brand. I want to turn it into a family business. It would also be great if all my social media activities (posts, texts, thoughts) reached my descendants in some physical form as a legacy
Least favorite part of the fashion process?
Developing patterns. I don't like to delve into it and delegate it entirely to my team. And when they start discussing it with me, I find it difficult because I lack the relevant education. Also, I realized lately that I spend a lot of energy on preparing and shooting content. I used to enjoy this process, but after four years, I've probably grown tired of it
Historical or literary character you would make the face of the brand?
Our clients have compared us to Milla Jovovich's character in "The Fifth Element" and the Princess from "The Bremen Town Musicians." I don't know why yet. I was recently suggested at a neural network seminar to create a digital avatar that could become the face of the brand. I want to pursue this idea
Fragrance that resonates most with your brand?
Molecule 02. Light, airy, one that you want to breathe in constantly. We have a joke in the team that the brand is addictive. And it's really true: our customers keep coming back to us. And the fragrance is similar to Weld Jenisse in this sense
Ideal location in the Urals for a collection shoot?
Definitely in the mountains
Most challenging part of creating a new collection?
When inspiration doesn't come. We constantly analyze trends, shows, competitors. And sometimes you get so oversaturated with this information that you don't understand what new thing you can offer. And you have to wait, sometimes for several weeks, until the muse arrives
One word to describe your brand?
Speed
What will change fashion in the near future?
I'd like to believe that soon there will be a strong community of Russian brands that will set trends and shape global fashion