SORRY, I'M NOT

SORRY, I'M NOT is a Moscow streetwear label founded in 2013 by graphic designer Nikita Moiseenko, who still leads design. The brand began with all-over printed cotton tees and now covers baggy denim, graphic tees, polos, track jackets, joggers, knitwear, outerwear, underwear, eyewear and bags, mostly unisex. Collections lean on irony, provocative slogans and pop-culture references, positioning sportswear as eveningwear. Retail runs through the sorryiamnot.com online store, a Stoleshnikov Lane showroom and a corner in Moscow's Tsvetnoy department store, with small-batch production to cut waste.