In 2022, the Russian fashion market began a complete systemic reconstruction. Due to the departure of numerous international brands (180 out of 360 retailers suspended operations, and about 20 left entirely by year’s end), an entire niche opened up for exploration.
The departure of international companies opened up new opportunities for clothing manufacturers. We needed to satisfy the resulting demand. Since consumers also developed skepticism toward resale platforms (are they really selling authentic items?) and concept stores—a popular and effective solution was launching a fashion brand.For our research, we chose streetwear brands, as they were the leaders in the number of new openings.
Research Question:
What happened to the streetwear brands launched in 2022?
Definition and Brands:
Streetwear—a movement in contemporary fashion that emerged at the intersection of street subcultures, athletic apparel, and everyday wardrobes, where clothing functions not only as a practical item but also as a tool for self-expression, cultural identification, and social communication.
For our research, we selected five streetwear brands from different cities across Russia.
Abuse
A clothing brand founded in 2022 and acquired in 2025 by popular streamer Alexander Paradevich.
The brand is known for its vibrant and bold collections: hoodies, sweatshirts, t-shirts, and accessories featuring unique prints and design solutions.
Abuse holds a distinct place in Russian streetwear culture, merging creative design with an expressive urban style to form a recognizable visual language.
Solutions
A clothing brand created by designer Gleb Kostin from Saint Petersburg.Solutions distinguishes itself through an interdisciplinary approach to design: the project creates visual imagery, art objects, accessories, and graphics using postmodern irony. Within the brand’s philosophy, Gleb experiments with garment forms.
Flamebaker
A clothing brand founded in 2022 by Ilnaz Shakirov, focused on visually expressive street style. The brand is known for its prints and designs, which are inspired by pop culture and digital art. FLAMEBAKER is developing as an online project; it has cultivated its own community, securing a notable place among emerging Russian streetwear brands.
RUFF Global
Premium streetwear brand.
A harmony of street comfort and classic silhouette. Smart casual—city attire for the office, meetings, and the streets. Without sacrificing status or freedom. Proprietary collections in dense cotton, draping fabric, and knitted polo shirts. Oversized cardigans, work jackets made from draping material. Durability, unique design, and tailoring.
ILLUIIIN
A knitwear brand whose flagship items are short-sleeve and long-sleeve T-shirts. The brand gained popularity through its musical concept, unconventional prints, and interesting packaging. The name reads as «illusion» and alludes to the concept of illusion—because it is not what you think it is.
Research Criteria:
