Yekaterina Yvankova's style in a nutshell
"A casual style with a strong accent on outerwear, the element with which I naturally feel most at ease. Another distinctive factor is definitely upcycling, we do not produce anything new but we use and work, changing the pattern, what has already been produced. In our philosophy, reuse is always filtered, however, through an aesthetic of a certain type: we are a fashion brand and we like to do trendy things ".
Your scale of values
"Certainly recovering material that is considered obsolete and thrown into the bin. Even if today we stopped, without producing anything, with all the material that has already been produced we can safely live for the next 100 years. Of the samples that are made, for example, 70% remain unsold. So the first step, for us, is certainly to refurbish, renew and make all these pieces fashionable. Sustainability is our core value, from a to z, even in the way we work. Last collection we also decided to eliminate the label, one of the few objects we had to produce ".
Your idea of excellence
"Make people understand that any old, discarded and apparently non-reusable piece can become a must. Furthermore, my pieces are all unique. Each piece has a story."
Seasons no longer exist?
"Even before this difficult period, we had already worked in this direction. Today the wardrobes are too full and personally I don't think any of us need to buy a coat every season."We have to learn to buy products when we need them "
What did 2021 leave you and how do you approach 2021?
"If you close your eyes and think, this virus invites us to change our lifestyle and our way of consuming. I called this collection Open precisely because I would like us to open up and understand where we are going and what we are doing. Everyone must do it in his own small way, in the reference sector, for what he can. A change of thought is certainly needed, and this can only happen by opening the doors of the head and heart"
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