9 Russian clothing brands that pretend to be foreign

Despite the fact that domestic brands produce good, high-quality things, in the store one’s hand reaches for the clothes, on the label of which a foreign label is indicated. More precisely, it seems to us that it is foreign, but in fact, Russian brands skillfully manipulate the minds of buyers, preferring to write the name in the Latin alphabet. Novate.ru tells in more detail about these manufacturers.

1. Finn Flare

The brand has Finnish roots. / Photo: verta54.ru

Unlike many other Russian brands that only say they are associated with Europe, Finn Flare does have Finnish roots. It is curious that the brand appeared in 1974, but until recently few people had heard of it. The main reason for this secrecy was that the brand created clothes for the elite and was presented exclusively in the closed sections of GUM.

However, now the policy of the company has changed, largely due to the change of owner, which became Ksenia Ryasovaya. The brand’s design bureau is located in Moscow, and most of the products are manufactured in Russia. At the same time, Finn Flare is registered in Finland, which it actively uses – the brand positions itself as foreign and people believe it.
However, the quality of the clothes is up to the mark, so there is no reason for buyers to complain. The brand creates items suitable for women of all ages. But the most pleasant news is that the lines are capsule, and therefore things from different collections are perfectly combined with each other.


Of the American brand, only the name. / Photo: econom-contract.ru

If you ask your friend what country the O’STIN brand is from, he will definitely answer that from the USA – the name sounds very American. However, in fact, the brand has nothing to do with this state, although it positions itself as international on the site. The brand belongs to the Russian company “Sportmaster”, but its creators, unlike Vladimir Melnikov, did not openly declare this.

Like products from most other brands, O’STIN clothes are sewn in China, but this does not affect the quality. In 2018, the brand took the tenth place in the rating “Favorite brands of Russians”, and we believe it deservedly so.

3. Westland

The brand stated that the creators were two brothers from America. / Photo: 2gis.ru

Those who were not afraid to come up with a beautiful legend about their origins is Westland. So that buyers do not even for a second doubt the foreign roots of the brand, an interesting story has been published on the official website that tells about the emergence and development of the company. It says Westland was created by the Adams brothers in America in 1930. After 40 years, the brand was sold to businessmen from Hong Kong, and it appeared on the Russian market in 1994.

It is written neatly, but here’s a bad luck: there is no information about the company on the global network, and the official website exists only in Russian. The main secret of the brand was revealed by the employees of the Kommersant publication: according to their information, the company appeared in Russia in 1994, and the stories about American roots are fake.

4.oodji or OGGI

The brand produces clothing for women, men and children. / Photo: westconcept.ru

And this brand has long been considered “made in Italy”. It’s not only the name that is to blame (translated from Italian it means “today”), but also the appearance of the clothes. All collections of the brand are distinguished by restraint, laconicism and special sophistication. Oodji clothes are perfect for business confident women who know their worth.

The company was founded in 1998 in St. Petersburg. Initially, the brand was called “OGGI” and represented exclusively women’s clothing and accessories. But after the rebranding and change of the name in 2011, men’s clothes began to appear in the brand’s collections, and in 2012 – children’s ones. Over the years of its existence, the brand was able not only to gain a foothold in Russia, but also to open a design bureau in Paris and enter the US and European markets. In particular, clothing from the brand can be found in France, Germany, England, Spain and Italy. Manufacturing, as many probably guessed, is concentrated in China.

5. Henderson

The brand creates men’s suits and business clothes. / Photo: zao-gefest.ru

The Henderson brand was in a more advantageous position – it did not even have to invent a legend about its appearance. The fact is that initially the brand was founded by the Polish manufacturer LPPS, and produced exclusively men’s business clothes. After the brand established itself in its native country, it began to enter the markets of other states, in particular Russia, where it immediately established a partnership with Ruben Harutyuanian.

The entrepreneur bought Henderson, and under his leadership, the little-known brand turned into a successful retail chain, which even surpassed Hugo Boss in revenue from the sale of suits and shirts.

Now the company’s outlets are located in 60 cities of Russia. In stores, men can find classic and casual styles to create their perfect wardrobe.

6. Gulliver

The brand is engaged in the production of clothing for children and adolescents. / Photo: retail-life.ru

One of the most popular manufacturers of children’s clothes in Russia is Gulliver, which has been producing clothes for babies and adolescents since 1997. Parents are attracted to the brand for the style and high quality of wardrobe items that can make any child a real fashionista. At first, the brand was popular only in its native country, but then it became famous abroad.

7. Sela

The brand’s design bureau is located in Israel. / Photo: shopandmall.ru

Fans of the Sela brand hardly guessed that its founders were not foreigners, but cousins ​​Boris Ostrobrod and Arkady Pekarevsky living in Russia. However, the creators of the brand knew how to create the necessary halo around the company: a sonorous name in Latin, a design bureau in Israel, factories in China, and now Sela is perceived as a foreign brand.

Competent marketing helped to gain a foothold at the top of the company – every year more and more Sela stores are opening in Russia and the CIS countries, in which anyone can find clothes to their liking. Basically, comfortable everyday things are presented here, in which people feel comfortable and confident. This is one of the reasons the brand is so popular. The second is the organic ratio of price and quality: the products are not worth fabulous money, but at the same time they are beautiful and durable. In 2019, the brand became the property of the Russian fashion retailer Melon Fashion Group, which only strengthened its position.

8. Savage

Savage offers customers a wide range of clothing for all ages. / Photo: zen.yandex.ru

The founders of the brand have chosen a very profitable name for it. The fact is that the word “savage” is present in both English and French. In the first case, the term is translated as “savage”, in the second – as “unbridled”. However, the brand has never been to these countries.

The only trip took place to China – this is where the company’s production is located (however, no one is surprised). Savage offers its customers a wide range of clothing for all ages. It is interesting that in the process of creating things, they are guided by two rules: wardrobe items must be of European quality, but adapted to Russian realities.

9. Gloria Jeans

The brand was founded in Rostov-on-Don. / Photo: about-shops.ru

Who doesn’t know the Gloria Jeans brand? Everyone knows, everyone wears it, but no one even suspects that the brand was created in Rostov-on-Don. Although its founder Vladimir Melnikov never hid that the company that produces denim clothes is entirely Russian, without any “roots”, like Finn Flare, for example.

Over the 32 years of its existence, the brand has grown to one of the leaders of the Russian fast fashion segment. But if earlier all the production of clothes was concentrated in Russia, recently only the main thing remained in Rostov-on-Don, and 80% of the capacities moved to Asia. However, this did not in any way affect the quality of the products, as evidenced by the transfer of goods to foreign markets, as well as preparations for the IPO.

And you can find out the history of the origin and development of everyone’s favorite things from the article Everyone wears them: How jeans have changed over the past 100 years

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