This presentation was made for internal use, so it may be a bit rough. However, we decided to release it for familiarization with the brand's philosophy.
LEITMOTIVE OF THE BRAND
tserkovnij – inspired by American heritage aesthetics, characterized by the industrial spirit of the 20th century, but filtered through the lens of the post-industrial society in which we now live.
EASTERN INFLUENCE
After World War II, a significant U.S. military presence remained in Japan for a long time, bringing with it American style, music, and culture. This occurred during a time when the Japanese were in a deep cultural depression and, for the most part, had nothing but traditional clothing. As a result, many Japanese people became deeply and lastingly fascinated with American culture.
And later, when traditional cotton workwear became outdated and was replaced by more advanced, synthetic, and mass-produced alternatives, with American factories moved to third-world countries, the Japanese were among those who froze this transitional phase. They preserved a large part of the culture, production methods, and tools, and organically integrated them with the traditions of DIY, boro, and the philosophy of restoration and preservation.
Eastern artisans made me fall in love with this craft, and I follow their techniques while also making kimonos.
FADE
Most natural fabrics, especially those dyed with organic dyes, tend to lose their original appearance over time. Whether through intensive use, exposure to washing, sunlight, or other conditions, the most affected areas lose color, wear out, or tear, giving them an unrivaled look. This is precisely the case where "worse" means "better."
This process of decay is one of the most interesting to me, as it introduces a certain performance element to the clothing, making it fascinating to observe. And the process of mending adds a gamification aspect to it. However, I don’t expect the user to immerse themselves on this level.
TARGET AUDIENCE OF THE BRAND
Artists, creators, individualist craftsmen, entrepreneurs who are directly involved in the process of creating their own product.
As a representative of this group, I prefer clothing that doesn’t distract me from my surroundings and doesn’t draw attention or interrupt the flow of thoughts toward the garments themselves. That’s why the collection doesn’t include fabrics that are difficult to care for, asymmetry, excessive oversize, or anything that could cause additional trouble.
Similar brands or brands I'm inspired by:
Core items: Visvim, Kapital, michael_pretolani, object from nothing, 1111, etc.
Base: wmenswear, stanray, ymc, universal works, etc. 
IN GENERAL
In general, tserkovnij is about simple forms, workwear silhouettes, military motifs, DIY techniques, and textured materials that are intriguing even without being given "shape."
The brand focuses on combining utilitarian practicality, simplicity, and the natural process of aging. We prioritize slow processes, reused items, natural materials, and vintage.
The emphasis in clothing is on materials and textures. Technological features are mostly avoided.
