All edits by Yan Konovalov
The brand 404 NOT FOUND I was founded in 2017 by Alena Feliksova, a designer from St. Petersburg.
The name of the brand is based on the philosophy of error.
According to the designer, the ability to allow oneself to make mistakes is freedom. The heroes in the themes of the collections are always with character, proud and noble. In these qualities, according to 404 NOT FOUND I lies the beauty of the image. And the brand only creates the opportunity to reflect it in the clothes.
The prints reveal the theme of the collection in an ironic way.
With their help, 404 NOT FOUND I sarcastically and humorously respond to what is happening in the society, flirting with the public.
In the prints, you can find a manner of thinking similar to what you personally think about anything.
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