The drop that started it all.
Sparked by the idea of finally creating clothes of my own and the great opportunity to somehow tackle the cultural and social stigma I didn't like growing up, I started figuring out how to make it happen.
A lot of time thinking and working, some stressful moments, uncertainty, improvisation, and good people along they way – this is how the first drop was created.
Here we started to better understand the dynamics of developing a brand, growing our audience and trying new creative projects.
The emd.club meetings, some video projects and a growing international community.
With this drop we tried to develop new perspective designs and incorporate the cultural heritage of Kyrgyzstan and its rural territories into our new pieces.
This drop was shot in a highly engaging and fully improvised campaign in a Kyrgyz village. Shot fully on film. The drop facilitated our growth in Kazakhstan's and overall Central Asian markets.
The hardest but most insightful drop so far. With its own difficulties in the production process, it brought many new experiences, emotions and meaningful connections.
The campaign was shot during a vibrant hike in Kegety George with other young creatives of Kyrgyzstan.
During these drops we collaborated with local young artists to deliver the design concept we had in mind. The underlining theme was the emergence and development of a new generation. Hence, "GIP" – generation in progress, and "Jarkyn Kelechek" – bright future (in Kyrgyz language).
If you would like to create, work or collaborate with me,
get in touch!