Recently, the Industrial Development Fund launched a flash mob on social networks #BuyOur. Users began posting photos of the domestic products they use and passing the baton to friends. This campaign is designed to help Russian manufacturers, because recommendations from friends are the best advertising.

The flash mob participants recommended to each other, for example, domestic cosmetics Natura Siberica and Cocco Bello, HarryCooper glasses, children's clothing brands Eli'n'son and Little Star, Casademont sausage and Aquin drinking water.

It is difficult for our entrepreneurs to compete with Western corporations that can afford to spend a lot of money to conquer the Russian market. Domestic businessmen also have to fight the age-old stereotype that we don’t produce anything good. Therefore, they make logos in Latin and even invent legends about the foreign origin of their goods.

Often Russians do not even suspect that they are buying domestic goods. There are a lot of texts circulating on the RuNet about Russian brands pretending to be foreign. Rusbase decided to remember which products are not usually perceived as Russian, but could be a reason to be proud of our entrepreneurs.

We bet you didn't know that they are connected to Russia:

Appliances

• Bork- a brand of the Russian consumer electronics network Technopark (formerly Electroflot). Registered in Germany and promoted as the standard of German quality. In fact, Bork multicookers, juicers and other equipment are manufactured in China. In 2010, the Federal Antimonopoly Service fined the company 100 thousand rubles for this. Today Bork is considered a premium brand and has a network of branded showrooms.

• Vitek- the trademark was registered in Austria by the head of Golder Electronics, Andrey Derevyanchenko. On the boxes they wrote about Austrian origin, but they were produced in China. Vitek has long become one of the most recognizable brands in Russia.

• Rolsen- the company was founded in 1995 by Sergei Belousov (Acronis) together with his MIPT colleague Ilya Zubarev. We started by assembling LG TVs at a factory in Fryazino, and then launched our own brand. Later we bought the Rubin trademark along with production in Voronezh.

• Scarlett registered by Russian entrepreneur Sergei Mashukov. The brand belongs to the English company Arima Holding and is produced in Southeast Asia.

• Manufacturer of large kitchen appliances Kaiser- the brainchild of Russian Pavel Loginov. Maintains the reputation of a German company, but is produced in a Polish factory.

• Redmond- the trademark was registered in 2006 by the Russian company Technopoisk. Thanks to active marketing, it occupied a third of the domestic multicooker market.

Cloth

• Oggi- translated from Italian as “today”. The brand was created in 1998 by the St. Petersburg company August Plus. The design bureau is located in St. Petersburg, most of the clothes are made in China.

• Gloria Jeans- the history of the famous denim brand begins with the Gloria cooperative, which was created in 1988 by Rostovite Vladimir Melnikov. Today the company has 35 factories in Russia and 13 in Ukraine.

• Brands BeFree, Love Republic And Zarina belong to the St. Petersburg company Melon Fashion Group. Initially, all their products were produced by the Pervomaiskaya Zarya clothing factory; now 90% of their items are produced abroad.

• Chain of clothing stores Sela(translated from Hebrew as “rock”) was created in the early 1990s by cousins ​​Boris Ostrobrod and Arkady Pekarevsky. We started by selling Chinese down jackets, then decided to sell our own. The design bureau is located in Israel, production is in China.

• Russian Andrey Tarasov bought the rights to use the brand from an old Italian family company Meucci in Russia. Part of the assortment is sewn in Italy, but all outerwear is made at a factory in Lobnya near Moscow.

• InCity is a Russian brand created in 2005 by the founders of Fashion Continent OJSC. Clothing production is located in the countries of Southeast Asia.

Shoes

• Brand Carlo Pazolini was born not in Italy, but in Russia. In 1992, Ilya Reznik, an engineer at the Moskvich automobile plant, ordered a batch of shoes from an Italian factory. The logo was drawn by a Russian advertising agency. A few years later, Reznik bought two shoe factories in Tuchkovo and Kubinka near Moscow. Now, however, most of Carlo Pazolini’s products are made in China.

• Shoe brands TJ Collection, Chester And Carnaby positioned as Italian and English. According to some reports, they belong to our former compatriots Timur and Yulia Akhmetov (their initials are included in the name TJ Collection). It was reported that at first the products of these brands were produced near Lipetsk, and then in China.

• Shoes Ralph Ringer usually mistaken for German or Austrian. But in fact, it is produced in factories in Moscow, Vladimir and Zaraysk. The company's managers, by the way, do not hide this at all.

• Tervolina sews his shoes at the Leader factory in Tolyatti. The sonorous name remains from the times when the company was importing Czech and Hungarian shoes.

• Camelot- a Russian company that sold Grinders and Dr. Martens shoes in the 1990s. In 1999, they launched their own brand, which was more accessible to young people. These shoes are made in Poland and China.

• ALBA is translated from Italian as “dawn, beginning”, and also plays on the name of the founder - Russian entrepreneur Alexander Bayer. Like the others, at first he brought imported shoes to Russia, then decided to launch his own brand. ALBA shoes are manufactured under contract by Spanish and Italian factories.

• Brand Mascotte founded by the Russian company OOO Moscot Shoes in 2000. Design bureaus are located in Moscow and Italy, production is in China.

Cosmetics and household chemicals

• history of the company Faberlic began in 1997, when Moscow State University graduates Alexey Nechaev and Alexander Davankov founded the Russian Line company. The bet on Russian origin did not bring results, and after much deliberation the Faberlic brand was born. These cosmetics are produced at two factories - in Moscow Biryulyovo and in the village of Sobolikha near Moscow.

• Toothpaste Splat and other brand products are produced at factories in the Novgorod and Moscow regions. The founder of the company, Evgeny Demin, started this business in 2001 and managed to conquer 15% of the Russian market.

• Another premium brand of oral hygiene products R.O.C.S. belongs to the Russian group "Diarcy". Products are produced at two factories in the Moscow region (Domodedovo and the village of Staraya Sitnya).

Products

• Tea brands Greenfield And Tess and also coffee Jardin belong to the St. Petersburg company Orimi Trade. They are produced at a factory in the Leningrad region. At the same time, the Greenfield brand was initially positioned as British.

• Tea Curtis Produced by a plant in Fryazino, Moscow Region. The brand belongs to the May company, which has firmly established itself in the market thanks to the popular Maisky tea.

• Coffee Milagro(the name translates from Spanish as “miracle”) is produced at the Intercafe plant in Mytishchi.

• Branded ketchups and sauces Mr.Ricco, which we remember for its advertising with sultry Italian women, is produced by the Kazan Dairy Plant (owned by the Nefis Group of Companies).

Other

• Supposedly a German stationery brand Erich Krause owned by the Russian company Office Premier. Production is located in Southeast Asia.

• Bicycles Stels are produced at factories in Kubinka near Moscow, in the Krasnodar Territory and in the Sverdlovsk Region.

• Japanese stylized women's cigarettes Sakura Produced by the Donskoy Tabak plant.

Global efforts to hold Vladimir Putin accountable for human rights abuses, increased corruption and the annexation of sovereign territories are based on sanctions that target companies and individuals who help Russia flout international law.

By turning Putin's cronies into outcasts, the United States and its allies believed they could increase pressure on the Russian president. But instead of retreating into the shadows of the world's media, the Russian president and his aides will spend the next month basking in the spotlight reflected by the glitz of the greatest show on the planet.

The World Cup, with its multibillion-dollar global television audience, is being held in Russia for the first time, bringing with it a multimillion-dollar orgy of sponsorship deals, tourism revenue, advertising and massive construction projects. Despite the fact that the companies and oligarchs included in the US Treasury Department’s sanctions list should, in theory, be cut off from the global economy, they received better contracts at home.

Some of the stadiums, which will be decorated with the logos of Western brands and where the best football players in the world will take to the fields, were built by oligarchs who fell under sanctions. These include Gennady Timchenko and Oleg Deripaska, whom special counsel Mueller mentioned in his indictments. Contracts for infrastructure projects also fell into the hands of members of the US Treasury sanctions club: Viktor Vekselberg, associated with Michael Cohen, and Putin’s former judo partner Arkady Rotenberg.

And while there is no suggestion that FIFA, world soccer's governing body, or the global brands that fund major sporting tournaments have directly broken the law, those on the sanction list have undoubtedly benefited from the 2018 World Cup.

Context

Russia is not just a country, it is a separate continent

It's time for Russia to save its reputation

Russia spent billions on the World Cup, but still plays poorly

FIFA plans to earn more than $6 billion from the 2018 World Cup in Russia

For example, Coca-Cola was so impressed by the stadium in Nizhny Novgorod, built by Stroytransgaz, owned by Timchenko, that it even published a special message on its Russian website. In it, Coca-Cola praises the stadium: the important themes used in its construction - "the themes of the nature of the Volga - air and water" - as well as the "undulating stands" that are "both beautiful and comfortable for spectators."

Bill Browder, who once advocated the introduction of sanctions against Russia, says that cooperation between Western companies and sanctioned organizations should be considered unacceptable. “It is clear that many of these companies have no moral compass and are willingly flouting the spirit of the sanctions in order to make more money,” he said. “It is clear that the US government needs to more aggressively enforce sanctions to ensure that the commercial risks to such companies outweigh any benefits.”

On Saturday, Lionel Messi, the best player in the world today, will begin his own mission that could earn him a place in the pantheon of football's greatest players. His goal is to lead the Argentina national team to the title of world champions.

In front of the whole world, Messi will take to the pitch of the Spartak Stadium in Moscow, the home arena of the capital's Spartak. This stadium was built by IDF Capital, a Russian holding company that came under US sanctions for seizing a hotel complex in Crimea after Russia annexed this Ukrainian territory.

Stroytransgaz, owned by billionaire oligarch and Putin henchman Timchenko, has built two stadiums where the national teams of England, Nigeria and Japan will play. The US imposed sanctions on Stroytransgaz and Timchenko personally in 2014, seeking to punish him for Russia's annexation of Crimea.

Deripaska, who came under US sanctions in April this year, is believed to have acted in the interests of the Russian government. Special Counsel Robert Mueller testified from him in connection with his long collaboration with former Trump campaign chairman Paul Manafort in Ukraine. His company Transstroy periodically was involved in the construction of a stadium in St. Petersburg, which will host the semi-final match of the World Cup. Gazprom, Russia's largest state-owned company and also a member of the sanctions club, helped build the Krestovsky stadium.

A number of teams from different countries of the world will travel around Russia, visiting airports owned by Deripaska. Basel Aero, one of his companies, operates airports in Sochi and Gelendzhik, where some football teams will be based.

Ilya Shumanov, deputy director of Transparency International in Russia, believes that the connection with these companies is unlikely to violate any rules, because the oligarchs are so adept at circumventing sanctions - and indeed any type of investigation - that it will be very difficult to establish it.

“They have a lot of intermediaries, lawyers, and agents working for them. A huge number of authorized representatives. Especially during the build-up to the World Cup, there are a number of intermediaries involved between sanctioned individuals and the companies that work for them and manage the stadiums,” he said. “So this is more of an ethical issue than a legal one.” But if this information is disclosed and company advertisements appear in stadiums, then, of course, this is an ethical problem, especially in the United States.”

Roman Borisovich, an anti-corruption campaigner at Clamp-K, an anti-corruption lobby group, says it's terrible that Western companies continue to help sanctioned Russian firms. “We need to remind people that at the end of the day these individuals are under sanctions. “I’m very surprised that Visa doesn’t understand this,” he says indignantly. “There must be some kind of social taboo for those who engage in sponsorship activities and other types of interaction with them.”

Major sponsors of the World Cup in Russia, including Coca-Cola and Visa, refuse to comment on their participation. Despite the obvious dubiousness of cooperation with disgraced Russian companies, corporate sponsors of the 2018 World Cup are unlikely to face legal proceedings.

“Can you play in a stadium that is owned or was built by someone on the Specially Designated Nationals list? Yes. Can you fly from or fly into an airport that is owned or built by someone on the Specially Designated Nationals list? Yes. Because you don’t have a direct financial relationship with them,” explains Doug Jacobson, an attorney at Jacobson, Barton, Kelly PLC who specializes in sanctions and trade law.

Visa's partnership with sanctioned Sberbank is certainly surprising, but the presidential order that the Obama administration issued to impose sanctions on Sberbank is relatively vague. “Executive Order 13662, Prohibition Directive 1, is limited to new debt or new equity transactions (depending on when they originated),” says Eric Ferrari, a sanctions lawyer and partner at Ferrari and Associates. “Therefore, I cannot say that the co-location of logos on payment cards in any way violates these restrictions.”

Vladimir Ashurkov, executive director of Alexei Navalny's anti-corruption fund, believes that the sanctions imposed on Sberbank and others like it after the annexation of Crimea were too weak from the outset to have serious consequences.

“They wanted to strike at Putin without risking a retaliatory strike,” said the former CEO of Alfa Bank, who received political asylum in the UK. — Until there are official restrictions that would prevent Visa from working with Russian banks, it seems to me that they will not adhere to morality... What can you say? The world is full of hypocrisy."

But not all sanctioned companies are so lucky. Much more comprehensive sanctions against Iran forced Nike to abandon cooperation with the Iranian national team. The company feared that in light of the newly introduced sanctions it could get into trouble.

Perhaps a tougher sanctions regime could make global brands and governing bodies such as FIFA think twice about essentially supporting the Kremlin and its allies. Now we know: if the whole issue comes down to questions of morality, then for many this is not an issue at all.

InoSMI materials contain assessments exclusively of foreign media and do not reflect the position of the InoSMI editorial staff.

A collection of our brands that look like imported ones.
There is no Japanese AKAI on the Russian market, since it declared bankruptcy in 2000. Positioning itself today as the Japanese brand AKAI, offering itself in Russian stores, was registered in Russia in 2002 by the Akai Universal company and has no legal relation to the Japanese company of the same name. Later, the Russian AKAI brand was bought up and fought for by many well-known and unknown Russian and foreign companies, including M-Video. For curiosity: it was the Japanese AKAI that was the first to invent, and even more precisely patent, the remote control and on-screen menu for televisions. But this invention has nothing to do with our AKAI.

BORK is perhaps the first who awakened our consciousness and we learned that “German” quality can be produced in China at the request of Russian entrepreneurs. Therefore, we will not say much about this brand, just that it is Russian, which does not diminish our respect for it. But read on. There are still so many different interesting and unexpected things there.

ALtheBA was invented by Alexander Bayer. The name is formed from the initial letters of the name AL and the surname BA. Shoes are produced in Russia and China. Has no relation to Italy. There are no such stores in Italy or Europe in general.

The successful brand Carlo Pazolini was invented by Ilya Reznik in Russia in 1991. High-quality shoes are made in Portugal and China. This is the only shoe brand that has opened more than 50 stores under its own brand in the United States and Europe.

Camelot is a completely Russian brand. Produces copies of models from more expensive brands Grinders, DrMartens and Shellys in China.

Carnaby and Chester were created by Russian entrepreneurs and no longer hide their completely Russian origin.

The customer of the Bagbier brand is Ivan Bagnyuk (that’s why the beer has “Bag…” in its name), owner and general director of the Omsk Rossar brewery, where it is produced.

Elenberg is a private brand of the Eldorado chain.

The Erich Krause brand belongs to the Office Premier company, registered to Dmitry Beloglazov in 1994. Products are manufactured in Moscow at the Polygraphika factory and in Yoshkar-Ola at the Premier Plast factory.

The creators of the Faberlic cosmetic brand were Alexey Nechaev and Alexander Davankov. In 1997, they founded the Russian Line company, which was later renamed to the more cosmetic Faberlic. Today, this brand is successful, in addition to Russia, in Ukraine, Belarus, Kazakhstan, Azerbaijan, the Baltic countries, Romania, Hungary and Germany. The absolutely Russian origins of this brand don’t even occur to many people.

Owner of the Finn Flare brand Ksenia Ryasova. Design studio in Moscow. Clothing is made in China, accessories - in Vietnam.

Frau Schmidt was invented in Russia in 2007. The author of the idea for a narrowly targeted brand of household chemicals is Elena Shmidt, managing partner of the Pharmanics company. The right move by the brand’s authors was that they offered the market not a universal cleaner or detergent, but a specialized one. Products are developed in Russia and manufactured in Europe.

Like many products here, the Gipfel brand offers us fairly high-quality products whose logo indicates Gipfel Germany or Gipfel Belgium. Because Gipfel GmbH was registered in 2003 in Germany under the... not quite German surname Agababaev. Gipfel in Belgium is registered under the not quite Belgian surname Karpov. Anatoly Evgenievich. According to some sources - the same world chess champion. The brand's website is registered to Yuri M. Isaev. Sellers in stores do not hide the fact that all products are made in China.

“Italian” products under the brands Grand di Pasta and Grand di Oliva are produced at the address: Chelyabinsk, Melkombinat village No. 2 Open Joint Stock Company “Makfa”.

Greenfield is produced by the St. Petersburg tea company Orimi-Trade LLC, which produces several brands of tea, including under the brands “Princess Nuri”, “Princess Java”, “Princess Kandy” and “Princess Gita”. Apart from the English name and English origin, Greenfield has nothing in common with England.

In response to the Greenfield brand from Orimi Trade, Tea Company May created the Curtis brand (originally called Curtis&Patridge, but it didn’t work under such a complex and unpronounceable name).

A completely Russian company of children's clothing and toys, Gulliver, was registered in 1997 at CJSC Trading House Gulliver and Co.

Joss is the Sportmaster chain's own brand of sportswear and accessories. Made in China.

Kaiser was invented in the 90s by Pavel Loginov. Produced in Poland and China. It is represented by the slogan “German household appliances,” but the Kaiser brand is unknown neither in Germany nor anywhere outside the CIS.

The creator of the L'Etoile network, Maxim Klimov (now deceased). The development of the brand began with the Kurs group of companies. The first L'Etoile store opened in Moscow in 1997. This chain is not present in France, or anywhere else in the world.

We Russians love Indian and English (although English is almost Indian too) tea. Nevertheless, a beautiful, French-type tea, Maitre de The, appeared on our shelves. But in France, and nowhere else in the world, there is no such tea. Its origin is entirely Russian. Tea is packaged in Russia by Modern Tea Technologies LLC.

Mayonnaise and Mr Ricco products are produced in Yelabuga (Tatarstan), the brand (like many on this page) was developed by Russian design studios.

There is a chain of OGGI stores in Europe. But the only thing it has to do with the network we’re talking about is that it filed to challenge the right to use the name OGGI. As our OGGI writes on its website in the news: “Due to the impossibility of registering the OGGI brand in many countries, we are changing the spelling of our name.” New spelling – OODJI is already registered in more than 100 countries. OGGI - registered in 1998, (aka OODJI in 2010) - Russian brands owned by the St. Petersburg company "August-Plus" OODJI products are developed in Russia and China, manufactured in China.

O'stin launched the Sportmaster network. Clothes are made in China, India and other Asian countries.

The Polaris brand belonged at different times to POLARIS-4 LLC, NT Computer, and Microtech International S.A. JSC. (founder Sergey Bestuzhev). The brand claims to be sold on three continents, but can only be found in Russia and the CIS. The equipment is manufactured in China.

The Prology brand was also invented in Russia in 1996, with American roots in mind. But in America there is no such brand.

PROPLEX positioned itself as window systems from Austria, in fact it is a Russian manufacturer of PVC profiles founded in 1999. The plant is located in Podolsk. To be honest, it must be said that the technology and equipment at the plant are German.

The Ralf Ringer brand, created in 1995 by Andrei Berezhny, ordered its first shoes from the Moscow shoe factory “Burevestnik”. Today, shoes are produced in addition to Moscow, in Vladimir, Zaraysk and..., where without it - in China.

Riston tea is harvested in Ceylon, but packaged in Russia, which does not make it any less Ceylonese. The brand was invented and developed entirely in Russia.

Rolsen officially positions itself as a Korean brand. In fact, it is completely Russian and was invented in 1995 by Sergei Belousov. The products are assembled at our own factory in Fryazino from components from Southeast Asia.

Savage is a completely Russian brand, registered in 2000. Products are manufactured in China and Russia.

The Scarlett brand was registered in 1996 in the UK. But the company is of Russian origin. The equipment is produced in China.

The first SELA store was opened in the early 90s by Eduard Ostrobrod and his brother Alexander Pekarsky in St. Petersburg. The first shipments were delivered from Israel. Later from China and Bangladesh. SELA from Hebrew "rock". But I think the beauty of the name is that it is short, it fits well on the ear and is similar to SALE (sale). Therefore, many stores, placing the word SALE on their windows, unwittingly advertised the SELA brand.

In 1974, the company Supra Corporation of Japan was registered in Japan, but in the 90s another Supra appeared on the Russian market, legally unrelated to the Japanese one. The Japanese brand Supra no longer exists. Therefore, the Supra that you will meet in Russia is the result of Russian-Chinese economic relations.

Tervolina is not an Italian brand at all; shoes are made in China and in Tolyatti at the Leader factory.

TJCollection, Chester, Carnaby - belong to the same Russian company, registered in 1992, allegedly whose owners are named Timur and Yulia (hence TJ). Positions its shoes as “made in Italy and/or Spain and/or Great Britain,” despite the fact that no stores from these brands have been found in these countries.

The completely Russian Vitek brand was registered in 2000 by Golder Electronics (owner Andrey Derevyanchenko). In addition to the Vitek brand, this company owns the brands Maxwell, Rondell, Collfort.

The Vitesse brand belongs to Vitesse Culinary Club LLC. Legal address: Tula region, Tula, st. D.Ulyanova, 15. Products are manufactured in Tula and China.

Westland positions itself as an American brand that has been around since 1930. In fact, this is a completely Russian brand, since 1996 (date of registration) it has been producing its high-quality products in Turkey. Jeans are not sold under this brand anywhere except Russia. The company does not have a website in English.

Gloria Jeans was founded in 1988 in Rostov-on-Don by Vladimir Melnikov. Since its founding, Vladimir has been its current and active CEO, despite the fact that in 2018 he will turn 70 years old. I would like to tell you a little about him. When Melnikov was a teenager, he was left without parents. He grew up as a hooligan and dropped out of school in the 6th grade (which is why he doesn’t have a high school diploma), and at the age of 15 he got a job at a factory. In the sixties, and then in the seventies, he was twice convicted of blackmail. The third time in the eighties for currency trading, while trying to purchase sewing equipment abroad for his cooperative. In 2011, Melnikov was noted by Forbes magazine as one of the 9 most unusual Russian businessmen.

Zolla positions itself as an Italian brand. In fact, there is no such fashion brand in Italy. The company manufactures its products in Sri Lanka, China and Bangladesh. Which does not detract from the dignity of this brand.

The VIS-A-VIS brand (French for “face to face”) was founded in Moscow in 2000.

Motor Jeans is a brand of Russian origin. Offers high-quality jeans and accessories made in Turkey.

Ile de Beaute is undoubtedly a respected perfume and cosmetic brand in Russia. There are no such stores in France. The “Ile de Beaute” brand belongs to the United Europe holding company, whose central office is located in the Moscow region (urban settlement “Moskovsky Poselok” of the Ulyanovsk Forest Park).

The HANDERSON brand has been owned by TAMI and CO LLC since 1998. It is clear that the Limited Liability Company form is a Russian form of ownership.

Green Mama was created in 1996 by Oleg Nasobin and his wife with their own production in the Moscow region.

The CentrОbuv brand was created in 1996 in Moscow. Despite the fact that the brand is completely Russian, it has excellent integration into the West - today the Centro brand is represented in Poland, Ukraine, Lithuania, and Latvia.

The owner of the controlling stake of Bosco di Ciliegi is Mikhail Kusnirovich. Bosco di Ciliegi from Italian - “cherry forest” - is a completely Moscow company, the main shareholder of Moscow GUM

The brilliant and noble Ahmad also refers to those imitating foreign origin. He just hides it very carefully. Let's figure it out. The company that owns the Ahmad brand is registered in London (which our citizens have the right to do), but this brand is not available anywhere except Russia and the UK. In the UK, Ahmad is only sold in places (airports) with connections to Russia. Tea is packaged by tea factories in Kharkov and the Moscow region.

The Jardin coffee brand, as well as TESS tea and Greenfield tea, is produced by the Orimi Trade company from St. Petersburg.

ZINGER is a manufacturer and supplier of manicure and other haberdashery accessories of the highest quality. The brand was registered in 1998 and has about 50 stores across Russia (the main ones in Moscow and St. Petersburg). This brand (except for the German ZINGER - sewing machines) is not present abroad. Our brand has nothing to do with ZINGER sewing machines.

The Explay trademark was registered in 2007 and belongs to the Russian supplier of digital devices, Explay CJSC from Yekaterinburg. The main direction is the sale and warranty service of electronic devices.

Despite the fact that incanto successfully positions itself as Italian underwear and accessories, it is a Russian company, since there is no such brand in Europe, as well as stores. This does not in any way weaken the merits of the offer of this respected brand.

The INCITY brand chain, owned by Fashion Continent OJSC, is one of the largest federal fashion chains in Russia, Ukraine, Kazakhstan, Belarus and Kyrgyzstan. According to Nielsen research, NCITY has one of the highest recognition rates among brands in its own category.

KANZLER is one of the most respected and high-quality Russian men's clothing brands with more than 20 years of history. KANZLER offers its products in about 60 cities of Russia: from St. Petersburg to Ulan-Ude. There are no such stores in Germany.

The supposedly American brand Redmond is actually registered at Tekhnopoisk LLC, St. Petersburg, Koli Tomchak St., 28 V
The Redmond Industrial Group company itself was registered in the USA in 2007 by Alex Hlavachek.
The company appeared on the market with inexpensive small household appliances precisely at the moment when the market had a great need for it, which played a positive role in the popularity of this brand.

Sven is a Russian manufacturer of acoustic systems and peripherals for computers Oy Sven Scandinavia Ltd. According to official information, the office is located in Finland. At first, products under the Sven brand (multimedia and portable acoustic systems, multi-channel home theater speaker systems, keyboards, headphones, headsets, etc.) were produced as part of the conversion at the Bryansk Defense Plant. Today production has moved to Taiwan and China.

Vassa&Co was created in Russia in 2000 with a claim to compete with global fashion trends. The head office is located in Yekaterinburg, sales departments are located there and in Moscow.

Zarina (Zarina) is an absolutely Russian brand, founded in 1993. Since 2009, Renata Litvinova has been taking part in the creation of collections. Zarina is part of the Melon Fashion Group, which includes the Love Republic and Befree brands.

Dr.Körner breads do not have German roots, but are produced by OJSC Khlebprom, whose office is located in Moscow on the street. Rustaveli 14, and Dr.Körner production is located in the Smolensk region, Yartsevo.

Only the name and style of this tea are truly English. Tea is produced by Yakovlevskaya Tea Packaging Factory LLC at the address: Moscow region, Podolsk district, Yakovlevo village, st. Shosseynaya, 1. Which does not mean that this tea is bad.

Rondell, like the Vitek and Maxwell brands, belongs to Golder Electronics (owner Andrey Derevyanchenko). The company is located in Moscow, Pestovsky lane, 10.

The brands TOP HOUSE, NORDLAND and Baby Speci belong to the Russian LLC ALTEROS, location: Moscow, Varshavskoe shosse, 125. The company began its work in 1999. These brands are not represented anywhere abroad (including in Europe).

Why am I telling you all this and, it would seem, revealing the secrets of Russian business, undermining trust in it. In fact, I praise the Russian entrepreneur and with this revelation I want you not to think that ours can’t do anything.
Look how cool they can do it! Why don't they make our brands with Russian names? It's all about our consumer mentality - we are still convinced that imported goods are better.
Therefore, entrepreneurs do not waste resources on breaking our stereotypes. They spend effort and money on offering the target audience an “imported” brand, one that they would be better off buying. It's simple.

Last year's economic surprise forced many of us to reconsider the contents of our wardrobes - after all, things from Europe and the States have become seriously expensive. And if Yanix and Big Russian Boss, for sure, still sell only luxury Western brands, then today it makes sense for more practical readers to pay attention to local streetwear brands.

We asked some of them to create a wardrobe for you for the season, the total cost of which will not exceed 10,000 rubles.

We are waiting for your comments about which of them coped with this better.

ANTEATER

The clothing brand, founded by skaters, often collaborates with companies known far beyond Russia - for example, Saucony.

What they write about themselves:

“The Anteater brand respects the heritage of street culture, the contribution of various graffiti artists, musicians, athletes and designers to the development of this segment.”

Anorak - 2199 rubles, sweatshirt - 2399 rubles, T-shirt - 1699 rubles, T-shirt - 899 rubles, backpack - 1999 rubles, socks - 599 rubles.

ZIQ & YONI

One of the creative minds of the Moscow brand (and its face) is the rap artist Nel. This winter he brought in Guf for his next collection - the collaboration was called “420”. Ziq & Yoni also stands out for its love of visuals: all of their lookbooks and photo shoots are shot very artistically.

What they write about themselves:

"Since its founding, the Ziq & Yoni brand has been distinguished by its own take on street fashion. Not limited to a specific subculture, the Ziq & Yoni brand brings together a variety of local movements, street sports and music under its ethos."

Keychain - 200 rubles, long sleeve - 2200 rubles, Panama hat - 1390 rubles, anorak - 4200 rubles, shoe bag - 990 rubles, TRPL BLACK cover - 400 rubles, TRPL BLACK x GUF hat - 495 rubles.

SWORD

A young St. Petersburg brand that managed to make friends, for example, with the Anacondaz group. They experiment with prints and pay a lot of attention to details - like wooden buttons on hats.

What they write about themselves:

“Creating a new clothing brand, we set ourselves the task of showing the life of the streets from a different point of view, from a new side. “SWORD” is the embodiment of the multifaceted culture of the city, a reflection of its continuous movement and development. In every item, be it jackets, T-shirts or backpacks, we try to embody our attitude to life: light and fast!

T-shirt - 900 rubles, sweatshirt - 2100 rubles, trousers - 2700 rubles, wallet (Gosha Orekhov) - 700 rubles.

SPUTNIK 1985

The style of this brand refers to punk music, counterculture and our Soviet and post-Soviet past. Looking at these things, the easiest way to guess is in which country it was made. Their sweatshirts with the image of the shot White House (Moscow, not Washington) and the inscription “Wasted Youth” were a hit in Moscow two or three years ago. The small brand continues to adhere to the chosen course and is happy to equip its prints with lines from the Civil Defense and inscriptions of a nostalgic-slogan nature.

What they write about themselves:

“As children, in the USSR, we received such clothes from Europe and the USA as humanitarian aid, now we make them ourselves. Practical, simple things and classic uniforms, which are comfortable on the street. As teenagers, we climbed into foreign territory, and, of course, no one thought about what they looked like, crawling across the roofs of garages and greenhouses for grapes and other joys of youth. We haven’t stopped crawling across the roofs, but now we spend more time on our appearance.”

Anorak - 2500 rubles, War Is Hell sweatshirt - 1950 rubles, Sputnik1985 T-shirt - 950 rubles, Swan Lake T-shirt - 950 rubles, backpack - 1950 rubles.

SYNDICATE

A popular Ukrainian brand that manages to sell its clothes outside the country (and not only to Russia, but, for example, to Europe). They don’t forget their roots: Ukrainian folk motifs often creep into Syndicate’s clothes.

What they write about themselves:

"Syndicate draws inspiration from Ukrainian folklore, Scandinavian minimalism and American heritage as a fusion of multiple cultures. Collaborating with renowned artists, illustrators and designers allows Syndicate to interpret street style in a unique manner."

Shorts - 3730 rubles, T-shirt - 2490 rubles, sweatshirt - 3450 rubles.

CODE RED

A brand born under the wing of the magazine of the same name about graffiti and street art. Appropriate clothing: discreet, comfortable, adapted to Russian streets and temperatures.

What they write about themselves:

“In 2015, the CODE RED brand turned 10 years old. During this time, we have never deviated from our main ideological guideline - to produce honest and high-quality streetwear only in Russia.”

Pants - 2600 rubles, Panama - 1700 rubles, bag for small items - 900 rubles, T-shirt - 1200 rubles, vest - 5500 rubles, backpack - 2500 rubles.

As you know, our people are greedy for brands (in principle, like throughout the world).
But it turns out that many of the brands that are sold here as Western (or Japanese, Korean) are purely ours - native.
For example, I was surprised to learn this news about fairly well-known brands of equipment or shoes. One thing is good - due to the fact that they are oriented towards the West, they have to more or less adhere to Western standards.

Russian brands that pretend to be foreign were punished

Bork Electronic, Vinzer Corporation and Vitesse France misled customers by indicating that they produced their goods in Europe - this is the result of the investigation by the Federal Antimonopoly Service (FAS).

Violators face a fine of 100,000 to 500,000 rubles. The money is small for the company, but if the FAS proves in court that Bork really misled its customers, the reputational damage will be significant, the company may reduce its market share, believes Alexander Onishchuk, president of the RATEK association, Vedomosti reports.
FAS note:

At the start of his career, Andrey Derevyanchenko, president of Golder Electronics and owner of the Vitek brand, combined selling equipment with working as a security guard. Five years ago he registered the Vitek trademark in Austria. The name comes from the words vita (in Latin - life) and tech (in the sense of technology). Contrary to popular belief, there is no Vitka in the business of the company of the same name. The registration location allows Vitek to write “Manufacturer: Austria” on the boxes. Mr. Derevyanchenko’s equipment was initially positioned as a high-quality product at a price 10-15% cheaper than similar, but well-known brands. However, later the company was able to afford to acquire its own design bureau to develop unique models of equipment. Now Mr. Derevyanchenko is proud of the kettle he developed this year, with red lights flashing around the perimeter and a glowing blue neon light.

Together with Derevyanchenko, Evgeniy Nazarov, the founder of the lesser-known brand of household appliances Vigor (derived from the English vigorous - courageous, strong), it was registered in Hungary. In Moscow, the Vigor office is located in a room rented from the Vympel plant, where 20 people are sitting, there are all models of household appliances and there is a pleasant smell of borscht from the factory canteen.
Vigor commercial director Alexander Nazarov does not hide the fact that all their household appliances, like any other Russian company, are bought in the countries of Southeast Asia, assembled at the same factories and are often not just similar in appearance, but the same. “We come to the factories, look at what they offer us, choose the models we like and agree on the price for which they will put the name of our brand on the kettle,” he says. “It makes no sense to develop our own design: it’s expensive, and it doesn’t matter.” will be stolen."

The Scarlett trademark (owned by Arima Holding Corp., a joint brainchild of the Chinese and Russians), manufacturer of the most purchased teapots in Russia, was registered in England in 1996 and named after Scarlett O'Hara Hamilton Kennedy Butler. Because the target audience was seen by the founders of the brand predominantly feminine, economic, but not alien to the classics of literature and romance.

If the buyer makes the choice of the simplest household appliances based only on price, then it is already very difficult to sell anything more complex than an iron under little-known brands.

Rolsen - a brand invented in 1995 by MIPT graduate Sergei Belousov - is used for televisions, home theaters, monitors, mobile phones and washing machines. But Rolsen never traded its name for irons. The company began by assembling LG TVs, and now produces its own at a plant in Fryazino (parts are purchased in Southeast Asia). Recently, Rolsen has been most successful in selling monitors and televisions, of which it produces 150 thousand and 240 thousand units per year, respectively. At the same plant in Fryazino near Moscow, all 20-, 21- and 25-inch LG TVs sold in Russia are made.

The Kaiser brand, which has been operating on the market as a German company since the mid-90s and was invented by its founding father Pavel Loginov, is also not concerned with trifles. This brand successfully saturates the market with large-sized kitchen appliances. Mr. Loginov makes it at the same plant in Poland, which also produces products under the Hansa brand.

The brands Techno, Trony and Elenberg are also never Western. They belong to large retail chains Tekhnosila, Mir and Eldorado, respectively. They are present only in the stores of these chains. No Elenberg, say, can be found in Technosil.

But Bork, which promotes itself as German equipment, is available in almost all stores, despite the fact that it is a brand of the Electroflot chain. But Bork has an advantage - a brutal, very attractive design and an average price segment, while products under the three brands listed above are very cheap.

Tea coffee

The Milagro company (in Spanish - miracle) has been on the market since 1998 and specializes in instant coffee. As the company’s marketing director Nikita Morev says, when they were just starting to work, our customers had more confidence in Western manufacturers of the invigorating drink, which is why we had to resort to a foreign name. Milagro is made in Europe and Russia; the company's main office is located in Germany.

Another company, Kaffa Industries, known in Russia for its instant coffee, has been operating here for only three years. Its name is made up, like the name of the type of coffee, Kaffa Elgresso (Kaffa is the name of the province in eastern Africa where, according to legend, the drink coffee first appeared, and elgresso is just a beautiful made-up word that means nothing). Kaffa produces coffee at two factories in the Moscow region.

The Greenfield, Tess, and Jardin brands belong to the St. Petersburg company Orimi Trade, and Curtis & Patridge belongs to the manufacturer May. “The buyer wants to believe that the brand he chooses is made from the unique water of the world’s only lost glacier in the Pacific Ocean according to the accidentally discovered recipe of an extinct tribe of New Zealand aborigines. And what’s especially important is that he’s willing to pay extra money for it,” says Kirill Dubinsky, director of strategic planning and business development at the Aurora creative agency.

Greenfield tea is positioned in the premium price segment as produced to order and under the control of Greenfield Tea Ltd., which was established on August 10, 2003 in the UK by the St. Petersburg tea manufacturer Orimi Trade. Within a couple of weeks, his products appeared on the Russian market. The packaging shows sites with UK domains and London addresses. However, information about the history of the company is not indicated on them.

Cosmetics

The famous Faberlic brand began in 1997 and was called “Russian Line”. Before this, its founders, Moscow State University graduates Alexey Nechaev and Alexander Davankov, traded on the securities market. Then we tried to produce dietary supplements and household chemicals, but in the end we decided to go into cosmetics. At first, the company even wanted to play on the fact that it was Russian. But research has shown paradoxical things. On the one hand, our women value Russian cosmetics for their naturalness. On the other hand, they want to see stylish packaging with a cosmopolitan name on their dressing table.
It took a whole year to come up with a new word for the “Russian Line”. As a result, they decided to synthesize the words faber (master) and “lik” (lic). For both foreign and Russian ears, the word is new, and according to the manufacturer’s idea, it should evoke in the buyer associations with the world-famous Faberge.

This year, Faberlic specifically conducted a survey among its customers, with the help of which it found out that 30% mistake it for a Russian manufacturer, 29% for a foreign one, and 24% believe that this is a joint production. In fact, cosmetics are made at two factories - in Balashikha and the Moscow region, using, however, raw materials and developments from foreign companies.

Clothes and shoes

The Sela clothing store chain, being a Russian brand, fundamentally does not translate its slogan Feel The Same into Russian, which is already 10 years old, almost as old as the chain itself.

No shoemaker Carlo Pazolini exists and never has existed. It certainly sounds great. It pleases the ears of every woman who lives with the firm and fair conviction that the best shoes in the world are Italian. Carlo Pazolini Group is the name of a Russian company that has its own shoe factories in Russia and China and a network of branded stores.
TJ Collection, which, as they write in press releases, “was created in the UK in 1992,” produces shoes under three brands: TJ Collection, Chester and Carnaby. They are all produced, again judging by press releases, in “family shoe factories in Italy and Spain using manual labor.” Everything was thought out to the smallest detail. Each brand has its own target audience. TJ Collection is purchased by fashion-conscious middle-class women; Chester - lovers of high-quality classic shoes; Carnaby - youth. Only one thing surprised customers - when they, having gone to England on business or on vacation, tried to find a store of their favorite brand, nothing came of it.

Rostov businessman Vladimir Melnikov sews jeans, denim clothes, children's and adult knitwear in Rostov and nowhere else. He is very proud of the success of his enterprise and generally advocates for domestic producers. But nevertheless, his two brands are called Gloria Jeans and Gee Jay. Although it is worth emphasizing here that the origin of the company was never hidden, but on the contrary, it was emphasized in every possible way.

The St. Petersburg company "August Plus" produces and sells women's clothing under the Oggi brand - very discreet and simple, but, on the other hand, fashionable and elegant. That's why teachers, financiers and other strict women who can't really experiment with style love to buy it. The word oggi itself is Italian (“Today”), so most customers consider the brand to be Italian.

Ralf Ringer shoes are traditionally considered either German or Austrian. But, in fact, it is produced in factories in Moscow, Vladimir and Zaraysk. At the same time, company leaders willingly give interviews to various business publications, enthusiastically talking about our origins and how they develop production and modernize factories.

The Tervolina shoe chain also does not hide the place of production: they sew shoes in Tolyatti, at the Leader factory. And they didn’t come up with the name Tervolina on purpose; it dates back to the times when the company did not sew its own shoes, but imported them from the Czech Republic and Hungary.

Camelot, a brand of ultra-modern youth shoes, is also ours. The history of the Camelot company began in 1996 with the opening of a small store where the collections Grinders, Dr. Martens, Shellys, etc. were presented. But not everyone could afford these shoes because of the high price. Since 1999, almost the same shoes have appeared, but made not in Britain and the USA, but in Poland and China under the control of a Russian company. And therefore accessible to young people.

The Sportmaster chain of stores has a whole line of a wide variety of brands of sport- and casual-style clothing and footwear. For the most part, products under these brands are sold in the stores themselves, but separate stores are always opened for O"STIN.

Other Sportmaster brands: Demix, Outventure, Joss, Exxtasy, Termit, as well as Torneo sports equipment.

And:
Sport equipment
Food and household goods

And:
Erich Krause stationery and Proplex window technologies