Case study
Paul & Yakov
Paul & Yakov's own fashion brand — full-cycle collection development, rebranding and international market positioning, from Paris and Milan Fashion Weeks to export into leading concept stores worldwide.
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Project scope
Rebranding strategy and storytelling
Participation in Tomorrow London Ltd. for 2 years (AKA a Y-Combinator in the fashion world)
Building production chains: manufacturing in Russia and the EU, sourcing hardware from Japan, Italy and France
Knitwear and down-filled collection production
Participation in Fashion Weeks in Paris and Milan (every winter season from 2014 to 2019)
Export of collections to leading concept stores worldwide: 10 Corso Como Milan, 10 Corso Como Seoul, Rare Market Seoul, United Arrows Tokyo, Stream Milano, Super Milano, Doshaburi, Secret Location Vancouver, Ayin Osaka, as well as TSUM, LEFORM, TSVETNOY in Russia
Features in international publications such as Vogue USA, Harper's Bazaar Arabia, Elle UK, Glamour UK, Tatler UK, Vogue ITALIA, WALLPAPER, WWD, and others.
Project facts
Category
Knitwear, Outerwear
Region
Russia, EU
Format
Full-cycle
Owners
Petr Polyakov, Yuri Polyakov