Info

BIRTH

Founded in 2020, the brand USHKO has established its name among people who wanted some changes and movement in their lives, the founder of the brand is Arsenii Ushakov.

In the process of creation, people see a person who is giving the matter of his life towards art and fashion, the way how he thinks and makes his designs move and live by itself, the pattern of logically carried collection which tells a story is compelling.

“As a child, I used to be an avoidant person, which led me to spend a lot of time with my mother in her studio. From early stages of me growing up, I was around seamstresses and craftswomen, they were professionals who were in the process of working. I was observing, watching them work, absorbing and studying the knowledge of different fabrics, patterns and varieties of fitting.


BIG IDEA

At the heart of the brand, we consider ancient art, where the body is not associated with human sins, where it becomes one of the main motives for creativity.

The brand is based on “internal competitions”, where the main character/client challenges himself, sets goals and works to achieve them.

The identity born in the strict professionalism of the brand, awakens an eternal and internal conflict, in which the desire for constant self-reflection, self- development and self- improvement grows.

The climax is the main point in which a person strives to become the best version of himself, so he challenges himself every time to achieve the goal.

SEMANTICS

We elevate feelings to absolutes. We create the opportunity to express human feelings through inanimate objects, technical structures, physical and natural phenomena—thereby giving birth to techno-romanticism and allowing it to reveal itself at the most important moment for a person, to reach its climax and find an internal answer. Find the role of a genius and achieve unity with yourself.

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