Pioneers of the process Upcycling of fashion in Russia.
The independent fashion brand.
Fashion designer: Alexey Naidenov
Story tale and Performer: Olga Tarr
The date of foundation: 21.09.2012
The main concept NAIDAL devoted to travel. In each collection, we create images of travelers, and we are telling about their travels. NAIDAL is a combination of styles from different times. In the elements clothing design can be seen the influence of Russian and old Slavic costume.
A distinctive feature design of NAIDAL - it's realism, which is expressed in intentionally battered, shabby form.
About the process Upcycling: "We release the material and give it a second life, thanks to the secondary use (Upcycling). Old leather things are transformed into completely new products. This shows how clothes and natural materials make their journey through time and fit into new forms."