DZHUS - NIHILISM
DZHUS - NIHILISM
As unconventional expands into womenswear, searching for a group of emerging designers to rival the ideals and high standards set by our menswear selection, we stumble upon a label that ticks all the boxes.
DZHUS is a conceptual womenswear brand launched in 2010 by Ukrainian designer and stylist Irina Dzhus. Vanguard yet utilitarian, DZHUS’ visual identity derives from innovative structural solutions. The brand’s design concepts are based on interaction and transformation of construction modules, aimed to create new aesthetics of the form, innovative and virtually archetypical at the same time, categorical but variable.
The brand’s collections are inspired by things at the edge of perception: from spiritual strongholds to abandoned industrial zones. Reserved colouring and technical textures are typical details of Irina Dzhus‘ designs. Each piece carries a distinctive philosophical message, DZHUS is a vegetarian-friendly brand, with all products made from cruelty-free materials.
[ N I H I L I S M ]
While mainstream labels veil their marketing strategies with popular ideology, and their creatives speculate on trendy themes, in the effort to satisfy well versed fashion insiders, DZHUS’ distinctive products come into the world without any purposive stimulation, they don’t need an exciting story in support, neither do they pretend to be anything but unique, yet perfectly wearable.
DZHUS’ ingenuous and commercialism free mastermind, Irina Dzhus, generates innovative cut forms, using nothing but her extraordinary ability of a thorough insight into the complex structure of the ambient and a deep understanding of its architectonic potential.
Comprehending metaphysics of the form and its antipode, volumes and silhouettes, surfaces and voids, contours and textures, the designer explores the possibilities of interaction of the surrounding space’s constitutive parts, from which her experimental constructions derive, as an alternative to the fashion conformism. The collection is crafted from natural denim, knit and felt, used to accentuate the technological essence of the smart avant-garde pieces. The niche brand’s signature industrial looking finishes and austere monochrome palette also appeal to the conceptual cut, as a basis of DZHUS’ identity.