Winter 2023
Models
12 storeez
Moscow
Russian Fed.
FMD-ID
BR17369
Website
About
Overview
12 STOREEZ is a Russian fashion brand founded in 2014 by twin sisters Irina and Marina Golomazdina, along with Ivan Khokhlov, with a mission to create timeless, high-quality clothing and accessories that form the foundation of a versatile wardrobe. Headquartered in Yekaterinburg, Russia, the brand operates through its official website (12storeez.store), a network of over 40 physical stores across Russia and Kazakhstan, and a strong digital presence, including 1.2 million Instagram followers (@12storeez_com). Known for its minimalist aesthetic and premium craftsmanship, 12 STOREEZ offers women’s and men’s collections that blend classic elegance with modern functionality.
Design Philosophy
12 STOREEZ’s aesthetic is rooted in minimalism, focusing on “12 wardrobe staples” that transcend seasons and trends. The brand’s collections feature clean lines, neutral tones, and luxurious materials like cashmere, wool, silk, and cotton, crafted into versatile pieces such as tailored coats, flowing dresses, and structured blazers. Designs like the cashmere turtleneck sweater, silk slip dress, and eco-leather trousers emphasize quality and wearability, appealing to those who value understated elegance. The brand’s philosophy, as articulated on its website, is to create clothing that remains relevant for years, fostering a sustainable approach to fashion through timeless design.
Production and Ethos
12 STOREEZ prioritizes premium craftsmanship, producing garments with high-quality materials sourced for durability and comfort. While specific production details are not fully disclosed, the brand’s commitment to sustainability is evident in its focus on long-lasting wardrobe staples and eco-friendly materials like eco-leather. Employing over 800 people and operating its own sewing factories, 12 STOREEZ ensures meticulous attention to detail. Its ethos centers on empowering customers to build versatile, enduring wardrobes, aligning with a modern, conscious approach to fashion consumption.
Customer Experience
12 STOREEZ delivers a seamless shopping experience through its website, featuring categories like “New Arrivals,” “Bestsellers,” “Women,” “Men,” and “Shoes & Accessories.” Its Instagram (@12storeez_com) engages 1.2 million followers with styling inspiration, such as layered looks for fall, while its Pinterest and TikTok accounts (@12storeez) showcase curated outfits. The brand’s mobile app offers personalized recommendations and exclusive promotions, earning positive reviews on Trustpilot for quality and service. Physical stores in cities like Moscow, St. Petersburg, and Almaty provide in-person shopping, with tax-free options for international customers.
Brand Identity and Leadership
Founded by Irina and Marina Golomazdina and Ivan Khokhlov, 12 STOREEZ reflects a collaborative vision of creating timeless, high-quality fashion. The sisters’ design expertise and Ivan’s business acumen have driven the brand’s growth from a small Yekaterinburg label to a major player with international appeal. Recognized as a top Russian brand by TAdviser, 12 STOREEZ embodies modern elegance, appealing to a global audience seeking minimalist, versatile style.
Impact and Vision
Since its founding in 2014, 12 STOREEZ has become one of Russia’s leading fashion brands, with over 40 stores and a growing online presence. Featured on platforms like Vestiaire Collective and The RealReal, the brand has gained international recognition for its quality and design. Its vision is to continue crafting timeless wardrobe staples that empower customers to express their individuality through sustainable, elegant fashion, expanding its reach while maintaining its commitment to craftsmanship.
Official Social Media
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