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Sergey Kovelenov: Back to Basics With Style

Published: July 9, 2014 (Issue # 1819)



  • Sergey Kovelenov is the founder and CEO of the Oh, my clothing company.
    Photo: Oh, My

  • The philosophy behind the label is basic colors for everyday wear.
    Photo: Oh, My

  • Oh, My creates designs for both to men and women.
    Photo: Oh, My

T-shirts, socks, jackets everyone has certain clothes they wear everyday. However, there are very few options available in the Russian market for those who want to purchase the basics with most locals buying foreign brands for their wardrobe. However, a group of young Russians have decided to take it upon themselves to prove that Russia is able to produce its own fashionable and basic clothing and, in 2008, they entered the market with Oh, my, a clothing label that produces basic items in just three colors black, white and gray and sells only online.

The St. Petersburg Times recently spoke with Sergey Kovelenov, CEO of Oh, my, about the benefits of being an online store, production difficulties in Russia and how the young entrepreneur started selling clothes.

Q: How did the idea to start your own clothing label come about?

A: The idea of Oh, my first started in 2008 when my friend and I were relaxing on the Gulf of Finland, talking about life and the future. I did not plan to sew and sell clothes I just wanted to create something everyone would like. Clothing production turned out to be the easiest thing. Basic clothing items will always be necessary wardrobe items, so I targeted that. Our motto is Basic clothing will save Russia.

Q: Why just basic clothing? Is this a big sector in the local fashion market?

A: There is no big market for basic clothing items in Russia yet. I dont see any major competitors among Russian companies, just foreign brands like Benetton, Gap or H&M. Of course, Oh, my is not a significant brand to them but we are the only clothing brand in Russia that produces everyday items for people of any gender, age or occupation. We think we have a chance to become the main Russian company in this market.

Q: Your production is based in five factories in Russia. Is this an advantage?

A: There are companies that sew things in Russia but it is not on a large scale. Production in Russia is three to four times more expensive than in China. For us, the idea of creating a national Russian label is more important than profit now. We hope people buy our clothes because they are proud to wear true Russian apparel and understand that Oh, my is made in Russia. We are not going to lower the cost of production by making our clothes in Asia.

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ALL ABOUT TOWN

Friday, Oct. 31


Put your grammar and logical thinking to the test in a fun and friendly environment during the British Book Centers Board Game Evening starting at 5 p.m. today. The event is free and all are welcome to attend.



Saturday, Nov. 1


The men and women who dedicate their lives to fitness get their chance to compete for the title of best body in Russia at todays Grand Prix Fitness House PRO, the nations premier bodybuilding competition. Not only will men and women be competing for thousands of dollars in prizes and a trip to represent their nation at Mr. Olympia but sporting goods and nutritional supplements will also be available for sale. Learn more about the culture of the Indian subcontinent during Diwali, the annual festival of lights that will be celebrated in St. Petersburg this weekend at the Culture Palace on Tambovskaya Ul. For 100 rubles ($2.40), festival-goers listen to Indian music, try on traditional Indian outfits and sample dishes highlighting the culinary diversity of the billion-plus people in the South Asian superpower.



Sunday, Nov. 2


Check out the latest video and interactive games at the Gaming Festival at the Mayakovsky Library ending today. Meet with the developers of the popular and learn more about their work, or learn how to play one of their creations with the opportunity to ask the creators themselves about the exact rules.



Monday, Nov. 3


Non-athletes can get feed their need for competition without breaking a sweat at the Rock-Paper-Scissors tournament this evening at the Cube Bar at Lomonosova 1. Referees will judge the validity of each matchup award points to winners while the citys elite fight for the chance to be called the best of the best. Those hoping to play must arrange a team beforehand and pay 200 rubles ($4.80) to enter.



Tuesday, Nov. 4


Attend the premiere of Canadian director Xavier Dolans latest film Mommy at the Avrora theater this evening. The fifth picture from the 25-year-old, it is the story of an unruly teenager but the most alluring (or unappealing) aspect is the way the film was shot: in a 1:1 format that is more reminiscent of Instagram videos than cinematic art. Tickets cost 400 rubles ($9.60) and snacks and drinks will be available.



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