From St. Petersburg, Russia, we welcome SHU, a sustainable outerwear brand, to our growing and evolving Edinburgh boutique.
Founded in 2012 by ANDREI KRAVTSOV, SHU has evolved from its beginnings as a rainwear brand to providing a full range of clothing and accessories to the modern man and woman.
In 2012, Andrey Kravtsov sewed his first raincoat. The idea of creating a bright and waterproof raincoat came to Andrey when once again he was coming back home from the night shift at a car factory in the rain. It took three weeks to think it through: during that time, Andrey came up with a design, learned how to sew and created his first raincoat. After that, he quit the factory and released the first series of four raincoats. The first raincoat was sold on April 1, 2012, and the story of the SHU brand began.
By it's 3rd year, Andrey travelled to the Chinese Province of Guangzhou where he transformed his singular made raincoat brand into a larger scale operation - the breakthrough that the brand needed to reach a global audience.
Within a short few years, SHU now boasts standalone Stores across Russia's main cities as well as previously having pop up shops in Milan and Berlin.
The brands ethos is clear to see from the aesthetic used in their stores. Clean lines, minimalistic design, functionality and an androgynous trend.
SHU are continuously inspired by the fast pace of city life and a desire to offer practicality and function. The brand works hard choosing simple yet beautiful colours. This season we are coveting their green and pink reversible coat. You won't find any branding on the outer layer of any of the SHU coats or jackets, instead you'll find clean shapes, comfort and style.
Every single SHU model is designed with a simple principles - quality, function and technology. Here comes the science bit.
First up, every SHU outerwear piece is 100% waterproof and breathable. SHU use a membrane fabric which is water, wet snow and wind proof. Millions of fabric pores stop the moisture getting in, and in turn, release the heat to help keep your body temperature normal. The fabric is then layered with durable nylon or polyester. This process is forever evolving and the brand work closely with new technologies and techniques to ensure longevity and sustainability.
The Down used as an insulation material for the winter collections is
Dupont™ Sorona® - an eco-efficient performance fibre made in part from renewable plant-based ingredients. The Fibre is soft, flexible, fast drying and contains stain resistant properties. It's spandex free yet provides exceptional stretch and recovery even after repeated stretches and washes. 37% of the polymer is made using renewable plant-based ingredients. The revolutionary Bio-PDO compound turns a formerly chemical process into an eco-efficient biological one whilst it uses 30% less energy and releases 63% fewer greenhouse gas emissions than Nylon.
We are kinda obsessed with this brand in store and we're pretty stoked to have them here with us! We are also pretty sure you're all going to love then too, tap the link below to see the range and find out what makes each piece unique.