Tell Anna Wintour: What you need to know about Fable, the brand whose down jackets are worn by all zoomers

Recently, local brands have been rapidly gaining momentum, weight and importance. Almost every week, new players with great ambitions and brilliant talents appear in the fashion arena. We always follow such projects closely, introduce you to the most promising ones and boldly convey the names worth knowing to Anna Wintour.

Our new hero of the “Tell Anna Wintour” column is a man whose clothes you have definitely seen on the most fashionable young people of the capital. Why exactly? At least because it’s hard not to notice them. You have already guessed that today we decided to take a closer look at the Fable brand and its founder Artem Gribachev. The brand appeared a little more than three years ago and immediately won the love, recognition and respect of the capital’s (and not only) street style heroes and everyone who cares about fashion. Just a year after Fable’s release, voluminous down jackets in a variety of colors, replete with brand logos, began appearing on city streets. And their numbers continue to increase exponentially every year.

And the brand itself is evolving. During this year the team managed to present many great collections, cooperate with large companies and even cooperate with the Dinamo football club. The latter, by the way, appeared quite recently and went viral on social networks. A new interpretation of the identity in symbiosis with iconic brand elements really deserves attention. Therefore, today we propose to get to know the favorite brand of young people a little more closely and learn a little more about its founder.

Fairytale.

Fable is my favorite video game from my childhood. I could play day and night, but I did it without my family knowing. By the way, Fable is the first case in the history of video games where the decisions made affect the plot and you can be a good or bad character.

The word itself is translated as “fairy tale, fairy tale”. This is where the names of our collections come from: Fable of Colors, Fable of Dirty, etc. These are short stories about something.

2020 Nice trick, I like it. 100 years later it will be written: “Founded in 2020.” (laughing.) I love symmetry.

Intellectual European streetwear.

Puffy vest with hidden magnets from the Fable of Heaven collection. This is an iconic product for our brand. Our famous down jacket came from him.

Depart Berlin for breakfast on Saturday, walk to the “Phalanster” bookstore, listen to “SPBCH” on Spotify, meet friends at Tsvetnoy and go to a party at “Supermetal”. This is for guys like this.

His path in business life started with printed t-shirts. The most diverse levels of pressure… And the path to fashion begins with dozens of hours spent on Farfetch.

The combination of observation and skills in managing a sewing workshop was the starting point of the phrase: “It’s time to do something of our own.”

European designers who can already afford to talk but are not yet obligated to investors.

Progress, relevance, irony.

There are no restrictions. Every fairy tale can tell you something unexpected.

Our down jacket has become a truly iconic product not only in Moscow.

Lace bra. (laughing.)

I don’t remember any failures, but a few times a year my expectations don’t match reality.

For the first two years, I had a hard time working as a designer. I see myself as a creative director and CEO. But I think it is very important to be recognized in the eyes of people you respect.

Just forward and up a little.

From the choice of kettle and keychain to the diffuser in the apartment and the authors on the bookshelf. Globally these are all in fashion.

First I would shut down my home aspirations for three years, then I would try to create useful social projects in Moscow and Bryansk (my hometown).

Boris Borisovich Grebenshchikov (known as a foreign agent. – Premium. to organise.).

A down jacket with a sheer blue fabric tone through which white feathers are visible, and inside the feathers you can see small blue fish with a photo of Leonardo DiCaprio pasted on their heads. The down jacket is called “Finding Leo”. I apologize for this nonsense. (laughing.)

As they say, we do not judge anyone.

Knitted vest with diamonds.

We are looking for democracy.

21 Wild.