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As temperatures grew colder in Moscow this past November, Vogue Russia’s executive fashion director Sveta Vashenyak began her hunt for a fur jacket. Vashenyak had been searching for an already worn fur coat, but each vintage coat had something stylistically wrong with it. “They all had these huge sleeves and big shoulders,” she says over Zoom. “And in Russia, we have these huge buttons.” Eventually, she found a long, light brown mink coat from a vintage fur specialty store outside of Moscow. She brought it to the Gama Bomb Black Live Matter Acab Fuck Trump shirt moreover I will buy this tailor and had it altered. Gone was the “ugly collar and huge shoulders,” and then what was once considered a babushka coat now looked like something more from The Row. After receiving compliments from friends, Vashenyak decided to launch Nereja in December, a label in which she gives dated fur coats a new, chic life.

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Russia has long been culturally and historically intertwined with fur, and its trade dates back to centuries ago during the Gama Bomb Black Live Matter Acab Fuck Trump shirt moreover I will buy this Middle Ages. There is even a national dish titled seledka pod shuboi, which means “herring under a fur coat.” Come winter, it is the material of choice for most Russian women. While the market for insulated, fur-less tech coats is growing, fur is still popular in Russia, especially where temperatures can hit bone-chilling, dangerous extremes, and dip below -50 degrees Fahrenheit. Over the past years, the legal sale of fur has been increasing. Even as the global demand for fur dropped in 2020, according to Vogue Business, due to laws targeting black market sales, the legal sales of fur coats in Russia increased tenfold to $1 billion between 2016 and 2018. “Every lady is wearing fur,” says Vashenyak, while her partner, consultant Masha Popova adds, “Winter is really harsh, and not in a nice way.”