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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 don’t 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

Sunday, Nov. 23


Get in the holiday spirit at today’s Winter Bazzar at the Astoria Hotel. Featuring gifts from around the world such as French eclairs, Dutch cheeses and Indian jewelry, the annual event organized by the International Women’s Club will feature 18 international stands and raise money for charity through the sales of a diversity of products that further illustrate the city’s international connections.



Monday, Nov. 24


Dr. Axel Schulte, Department Head at Fraunhofer Institute for Material Flow and Logistics in Dortmund, Germany, is the featured speaker at the SPIBA Industrial Committee lecture on “The Fourth Industrial Revolution: Digitalization of the Supply Chain.” The event begins at 4 p.m. at the Graduate School of Management at 3 Volkohvsky Pereulok and registration is required by Nov. 21 either by emailing office@spiba.ru or calling 325 9091.



Tuesday, Nov. 25


Tag along with AmCham during their “Industrial St. Petersburg” Tour program today. This incarnation of the ongoing series will visit Philip Morris Izhora and include an Environmental Health and Safety Committee meeting.


Find out how to expand your business east during the “Business With China” forum beginning today and concluding tomorrow at the Lenexpo convention center. The largest Russian forum dedicated to business with the Asian giant, topics that will be discussed include logistics, customs clearance, trade financing and many more.



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