Founders of the Chernim Cherno menswear brand Vladislav Tsitsilin, Nikolai Pustavov and designer Daria Babaeva told Snob how the brand manages to attract like-minded people, what unusual techniques are used to create things and how they will surprise customers this fall.
Nikolay, Daria and Vladislav chose the name of the brand as a team, taking into account several criteria: the first and most important: the Russian sound. “We wanted to make it clear to foreigners where the brand comes from. Needless to say, “Black Eyes” is the most famous song in the English-speaking community,” the founders noted.
The interviewees also admitted in the publication that they do not have a single marketing specialist or analyst on their staff – these are very useful people when it comes to multi-billion dollar turnover, but at this stage Chernim Cherno does things himself, and the fact that someone is more likely to buy them is a by-product of creativity. “We do not try to get into the mind of the customer. We think that this is what allows us to create an active audience around the brand. People themselves want to be part of our brand, we do not attract anyone,” they added.
In addition to the Moscow store, the brand is preparing many new items for the upcoming season. At the same time, the brand’s team is against seasonal collections: “This is very poorly compatible with reasonable consumption. We try to make even small drops throughout the year. We have new items on average once a week, sometimes it’s just new colors, but often it’s a whole model. In the fall we will try to release something new for ourselves. This is a small edition of our items that are not for wearing, a small edition of real art objects for fans of the brand, and of course it can be used as a costume for a party,” Nikolai, Daria and Vladislav shared.
Let us remind you that Sergei Sirotkin told Snob how he met Gosha Rubchinsky, how he was inspired by Nirvana’s “Something in the Way”, why he prefers to release EPs instead of full-length albums and what he calls his “superweakness”.
