© Hlebozavod 9

It’s common knowledge Moscow is home to a wide array of flagship stores from fashion’s top echelon and premium segment, and while they’re predominantly by foreign brands, there’s also a lively local scene with plenty of cool homegrown labels. The Russian capital’s demographic of young consumers are undeniably a savvy bunch, spawning a continuously evolving youth culture that resonates nationwide. A joint effort of Hlebozavod 9, a redeveloped industrial complex in the city’s Butirskiy area, and brand consulting agency Dear Progress cleverly banks on fashion from the homeland, and has given it an alluring showcase in the form of newly launched department store Marsakov.

Housed in a former bread factory from the early Soviet Union era, the store’s name is a firm nod to Russian engineer Georgy Marsakov whose invented conveyor system in 1934 not only allowed production efficiency, but also shaped the premises and its myriad of industrial architectural details. The Hlebozavod 9 design team, led by architect Pavel Tyutyunnik, has created the interior of the building’s ground floor which sees its cylinder shape further accentuated by futuristic interventions that also anchor all industrial elements in the retail space.

Dear Progress co-founders Aleksandra Krymova and Denis Erkhov aren’t just seasoned professionals in Russia‘s fashion scene, but also fervently promote homegrown brands abroad, and given their expert insight, they’ve drafted a list of eight tenants for the Marsakov retail space. Obviously, it’s a tightly curated affair, and it’s one that reflects the eclectic sensibilities of today’s young consumers, offering a complementing mix of streetwear and casual brands with luxury items, albeit vintage pieces at an affordable price. All the tenants have been allocated a separate space, each featuring a setting of its own. So, which shops can be found at Marsakov?

JNBY is a forward casual brand for both men and women, while SOWHAT?‘s offerings are distinctly streetwear. The fashionable designs by Novaya sit side by side with Daniil Landar‘s streetwear, and the vintage designer gems of Second Friend Store. Modbrand can also be found here, along with Cocos, and to blend in a little foreign flavour, there’s the first Russian outpost of Alpha Industries clothing. And that’s not all. There’s also a section dedicated to a rotation of pop-up stores by emerging Russian labels, and currently on display is Ziq & Yoni‘s Love During War installation. Location: Marsakov, Ulitsa Novodmitrovskaya 1 (Butyrskiy).

© Hlebozavod 9