E404
Streetwear
Russia, 2014

Founded by Artem Bryukhov, E404's identity is based on streetwear combined with references to the primitivism art movement, Artem’s favorite TV shows from his teenagehood and un-bedazzled but not so trivial things that his eyes accidentally catch in everyday life.

e404 is a story told from a very particular perspective – like a child speaks about what he truly feels using very simple but clear form of language. The designer follow the path that was well-trodden by naïve art artsts, who were never afraid to use bold color palette supported by childlike mise-en-scènes. e404 is not about complicated design – it’s about bright colouring and contrasting prints inspired by the works of Kazemir Malevich, Alexander Rodchenko, Natalia Goncharova and Timur Novikov. The silhouettes are plain and a little bit rustic: hoodies and sweatshirts, training pants and loosy t-shirts.

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Mark