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- Moscow, Russia, 2004 – WTFC is formed. After gathering professional experience in various sections of the fashion and entertainment industries in Russia and Europe, stifled by the rules and restrictions of a local fashion business obsessed with foreign labels and lacking in an infra-structure to encourage young talent, six young, ambitious and forward looking artists got together and found they had a common vision and the vitality to create from nothing their own, utterly uncompromising progressive street brand – WHITE.TRASH.FOR.CASH. White.Trash.For.Cash. formed partly as a sub-conscious reaction to post-perestroika Russian trends. Overwhelmed by Versace, Dolce & Gabbana, Moschino and anything studded with Swarowski, as well as the kitsch, folklore creations of Russia’s leading domestic designers, the Russian fashion market during the past ten years placed glitz before glamour, shine over sheen, swagger over style and brand incarceration over comfort and self-confidence. ‘New Russians’ were wearing stock and seconds from the leading international fashion-houses while local young designers found themselves trapped into mimicking the tendencies of the fashion capital catwalks simply to survive. But the market – in tandem with how Russians were beginning to see themselves - was evolving, and a New Generation of Russians wanted a New Generation of clothes that allow them express who they are as part of a world culture. - Moscow, Russia, November 2005 – WTFC debut show launches the Spring/Summer Collection causing an up-roar: “…at long last the arrival of a ‘new fashion’ - born and bred in Moscow !” WHITE.TRASH.FOR.CASH. is an incarnation of that view - a relaxed and gently provocative blend of cultures, styles, opinions and outlooks, of a modern, cosmopolitan way of life, the chic of a changing, ever integrating world free of borders, inhibitions and rules. All under 30, too young to be cautious or to spend time studying the precedents, White.Trash.For.Cash.’s founders didn’t care too much about individual glory, industry recognition or increased worldwide sales. And so they set out to make clothes that their friends – young & hip; well-travelled & well-educated; creative & charismatic; successful & sexy; Moscow’s underground cutting-edge; that New Generation; Russia’s ‘White Trash’ – would wear. Clothes that combined comfort and creative expression, quality and individuality. Clothes that highlight the wearer’s personality, rather than condemning it to serve the label’s ends. -Moscow, Russia, March 2006 – WTFC opens its showroom workshop in the ground-breaking Fabrika project. Along the lines of London’s Dockland, or New York’s SoHo, Fabrika is an incubator for young talent from all areas of design… The six founders of WTFC have a totally hands-on approach. Each step of the process from creative inception to commercial realisation is handled in-house, guaranteeing quality from sketch design through to the seam stitching and how the clothes hang in the store (and on the client). Even WTFC’s shows are in-house affairs, allowing the ideas that helped found the company take the lime-light. - Moscow, Russia, May 2006. WTFC launches its’ Autumn/Winter Collection. The show is attended by over 500 journalists, critics and celebrities and is supported by Schwartzkopf, Beck’s, Got2B, Ty Nant, Red Bull, Nike Air (Limited Edition)… “…stunningly original and organic, WTFC’s Autumn/Winter collection is confident and savvy. Influenced partly by the modern high-street , partly by Ancient Rome, the free-flowing garments on display here are full of style, sexily revealing, yet ultimately easy to wear…” - Russian Fashion Digest WTFC’s self-sufficiency allows it to shun fashion week meat-markets and the claustrophobia of the local industry in Moscow. Confident of its client base, clear in its vision of where it wants to be, happy to wait for the right opportunities to arise rather than forcing events, totally in control of its own fate, WTFC has already a core following ranging from t.A.T.u and MTV Russia to a range of international clients who discovered WTFC through the internet or by word of mouth while visiting Moscow. - Berlin, Germany, July 2006 – as one of only 50 invited labels from all over the world, WTFC takes part in the exclusive ‘Ideal Showroom’ at Café Moskau with its Spring/Summer 2007 collection. WTFC is the only label of its kind in Russia and recognised as such internationally. Often characterised as ‘progressive street’, WTFC’s anti-label/anti-designer stance is a long way from the Russian mainstream, leaning more towards Japan in both its ethos and aesthetics. At the same time, WTFC is not obsessed with concepts and high ideals – the accent is always on comfort - physical and psychological - on freedom of movement and thought. If there is an over-riding ‘concept’ it can be defined as ‘quality in detail.’ “The clothes we wear should be an instrument of our own self-expression, where who we are is above and well beyond the needs of the designer for recognition and notoriety, or the commercial agenda of the label.” - WTFC WTFC’s current client-base can be split into three groups: - Those in or near the fashion industry. WTFC’s first friends – fashion magazine editors, stylists, make-up artists, models, photographers…Ages ranging from 20 to 60. - Trend-setters – actors, musicians, DJ/VJs, models, television presenters, sports people…Ages ranging from 20-40. - Young Professionals. Managers, students, anyone looking for style, comfort, quality and exclusivity all in one…Ages 17-35. WTFC’s collections are currently sold in three selected outlets in Moscow. With a current staff of 10, a desire to control how and where the collections are represented, overseas orders and a thriving individual client-base, WTFC has preserved its exclusivity and created a healthy demand. But there is a keen awareness of controlling expansion to within manageable limits, concentrating its efforts on developing further a foreign client-base with special attention being paid to sourcing limited edition and boutique outlets in Europe, the US, Canada, and Asia. “…the freshness and international appeal of sneak previews of White.Trash.For.Cash.’s Spring/Summer 2007 collection allows us the luxury of once again investing our hopes in the creativity of local designers and believe that at last some of our own are about to break through on the world stage…” - Face Control, Moscow, June 2006 WTFC are: Maxim Kushnarev, Marina Galkina, Natalia Bulyen, Ekaterina Karamzina, Vladimir Kovanovskiy, Maria Seregina =)))...