IENKI IENKI: the fad set’s favorite puffer jacket logo goes from energy to energy

IENKI IENKI: the fashion set's favourite puffer jacket brand is going from strength to strength

If one had to select a coat pattern that ruled 2018, it could indisputably be the puffer jacket.

Epically heat and universally flattering, it’s most likely unsurprising the recognition of the puffer presentations no indicators of abating for 2019.

And relating to the fad set, there’s one logo that’s emerged as company favorite: IENKI IENKI.

Pronounced ‘yenki yenki,’ the logo used to be introduced on the finish of 2016 when Ukranian Dmitry Ievenko, the co-founder of Asthik Workforce (considered one of Ukraine’s fastest-growing luxurious retail firms), spotted an opening available in the market for well-made, hanging puffers with exaggerated silhouettes. “I may no longer in finding any manufacturers that had puffers just like the design I had in thoughts: top quality and vibrant, heat however frame flattering, easy however recognizable,” he says.

The debut line of 300 puffer coats, all constituted of 100 in step with cent goose down and all manufactured within the Ukraine, bought out on Instagram inside a month, with everybody from Bella Hadid, Emily Ratajkowski and Kourtney Kardashian to Natalie Joos and Vanessa Hong noticed embracing the brand new energy puff.

In its first season the logo picked up 80 stockists, together with the likes of Browns, Farfetch and Harrods, and in simply two years this quantity has risen to over 150 doorways international.

“We had been probably the most first to select up this Ukrainian logo,” says Jennifer Bishop, womenswear purchaser at Browns. “We in an instant knew our buyer would like the pop colors and the outsized style silhouettes.”

The logo has grown triple digit figures yr on yr for Browns, “and we see gross sales in point of fact top when the temperature drops. Colors promote out sooner alternatively there may be numerous passion within the extra refined black kinds.”

The overpowering good fortune of the logo is due to its outsized kinds and eye-catching colourways, which make for best possible Instagram fodder.

And but, whilst the shapes are cumbersome (the primary ever coat, the Michlin, used to be impressed via The Michelin Guy – “his form, his personality struck a chord with me, so I all the time saved him in my thoughts,” says the dressmaker), design main points set up to lead them to glance svelte. “I sought after them to seem no longer simplest trendy however swish as nicely,” says Ievenko. “With the assistance of a belt, a quite clumsy garment used to be remodeled into a shockingly female piece.”

Ievenko, who grew up within the Ukraine, is influenced via imagery and designs from the united states generation and archives, which “left a robust impact” on him as an adolescent. “For instance, within the second-hand markets, I used to be taught {that a} top quality zipper is an indication of an excellent logo. Once I began my very own logo, it used to be essentially necessary for me to paintings with Riri and nobody else, regardless of the fee being a lot upper than moderate.”

For the moment assortment, autumn 2018/19, Ienki Ienki added metal, leopard and camo to the color palette, and created some significantly sharp skiwear within the procedure.

The logo additionally expanded into puffer equipment with a puffer bag, which may well be worn move frame or as a belt, and a cape-like ‘Stingray’ shawl with diamond quilting and neck tie which tied completely into this wintry weather’s pattern for cover scarves

This spring, the logo additionally introduced its first garment made with out goose-down, an Anorak that is available in six colors, together with an ideal hanging reflective cloth.

Knitwear is within the pipeline for subsequent yr, at the side of additional outerwear iterations. “We would like, in the long run, to be a logo this is identified for innovation inside the outerwear class, the place such a lot has already been mentioned and performed,” says Ievenko. “Due to this fact, the longer term for us will contain many experiments in design, fabrication and elegance that, we are hoping, will alternate the outerwear scene as we realize it nowadays.” 

One thing tells us this is not the closing we have noticed of those energy puffers.

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