SHU
SHU is a Russian functional clothing brand founded by Andrey Kravtsov in Saint Petersburg. It makes everyday clothing for men and women, best known for its membrane raincoats, parkas and jackets designed for rain and wind.
| Founder | Andrey Kravtsov |
|---|---|
| Origin | Saint Petersburg, Russia |
| Signature product | Membrane raincoat |
| Stores | Moscow, Saint Petersburg, Yekaterinburg |
| Website | shuclothes.com |
What is SHU?
SHU is a Russian brand of functional everyday clothing for men and women. Its tagline translates as everyday clothing and nothing superfluous, and the design avoids decoration, prints and logos in favour of laconic cuts and clean colours.
History
The brand grew out of founder Andrey Kravtsov's idea to sew a raincoat by hand after he moved to Saint Petersburg in 2012. The raincoat, designed for the city's rain and wind, remains a bestseller. SHU later showed at the Pitti Uomo menswear fair in Florence.
Products and positioning
- Raincoats with glued seams and membrane fabric
- Membrane parkas, windbreakers and down jackets
- Insulation with DuPont Sorona as an alternative to natural down
- Jeans, including selvedge denim, plus hoodies and sweatpants
- Bags, backpacks, caps and sunglasses
Products made from animal derived materials are avoided in its raincoats, and the brand repairs manufacturing defects free of charge even after the warranty period.
Distribution
SHU sells online and through its own stores in Moscow, Saint Petersburg and Yekaterinburg.
Why it matters
SHU is one of the Russian labels that built a following through function first outerwear and a reduced aesthetic, growing from a single product into a full everyday wardrobe.
Frequently asked questions
Who founded SHU?
SHU was founded by Andrey Kravtsov, who started the brand in Saint Petersburg by making a raincoat by hand.
What is SHU known for?
SHU is known for functional everyday clothing, especially membrane raincoats, parkas and jackets with a minimal design.