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A capsule is built on three principles: colour, silhouette and purpose. Elena, our founder and a stylist of twenty years, on the one that changes how you shop — purpose.

“Best plan. No plan. Koh Phangan, man.” — how one sentence at a beach table became a slow-fashion atelier. Elena's story, in her own words.

Elena Goncharova A strange name for a brand you say? In a nutshell, “best plan - no plan” is my personal mantra. Socrates said: "I know that I know nothing." And I know that the best in life happe...

Why do we even need mass production in the 21st century? From my point of view, this is a relic of consumerist traditions that are worth a closer, critical look. When did it start? The development...

Modern environmental studies are disappointing. If you think that plastic bags and cups carelessly thrown on the shore are the only such threat to the oceans, you are greatly mistaken. The main thr...

Fashion differs from culture to culture, from country to country and of course Tropical climate brings so much diversity into Fashion. So, what to do about the tropical climate? Buy or sew clothes ...

When I moved to Asia, I was very upset about the lack of quality clothes at affordable prices. That is, there are a lot of cheap clothes, but almost all of them are made of synthetic fabrics, tailo...