WHO/AM - You without you.
The project appeared as a result of spiritual search of the founder Jacob Yakubov which was started with self-knowledge and the question: Who am I. This search led to foundation the brand and the transformation the question into a statement about who I am.
The idea of WHO/AM is to represent clothes as a way to reflexively know oneself. Keep the aesthetic of classic costume with avant-garde spirit.
Appeal to national traditions, cultural scripts combining with a laconic modern silhouette turn clothes into the social code and the language of the person's representation of himself.