Putin Team Brand Creator to Open Retail Shops in Hungary, India, and China
In 2025, the Russian clothing brand Putin Team is set to make its international debut, with plans to establish five retail outlets across China, India, the United Arab Emirates, South Africa, and Hungary. Designer Dmitri Shishkin revealed this ambition at the "Know Ural" conference, stating that the aim is to turn Putin Team into a brand embodying a global counterpart to Che Guevara, attracting all those who embrace traditional values and oppose Western, liberal, democratic ideologies.
Currently, there are 40 Putin Team stores operating within Russia, and Shishkin has indicated intentions to double the number of retail locations to ensure coverage in all regions. In preparation, 30% of the brand's employees have been mobilized to produce 100,000 sets of military attire.
Founded in late 2017 at the initiative of hockey player Alexander Ovechkin, Putin Team originally aimed to unite supporters of the president's activities. A factory in Yekaterinburg later emerged with a similar brand name, and the project was jointly implemented with Russia's Ministry of Industry and Trade. The creators assert that the clothing line only uses materials of Russian origin, earning the "Made in Russia" label. The collection encompasses sports, leisure, and daily wear apparel.
Following the initiation of a special operation, some mills operated by Shishkin started producing military uniforms.
Based on available public information, the growth of Putin Team as a clothing brand has been limited to the Russian market. The international expansion of the brand remains unclear, as there's no evidence of entry through formal retail or major distribution channels. The exclusive luxury and clothing trade ecosystem in Russia involves complex supply chains dominated by Belarusian intermediaries and EU luxury brands. Several Western and international clothing brands have exited or reduced their operations in Russia due to geopolitical tensions and sanctions, which may indirectly impact any expansion efforts from Russia.
The Putin Team brand primarily serves domestic Russian consumers who support Putin, emphasizing patriotic and Kremlin-aligned sentiments rather than venturing into the global fashion industry. Its goals seem to focus on fostering loyalty to Putin and capitalizing on political branding within Russia, with no clear indications of a strategic push for global market penetration or fashion world influence.
The news of Putin Team's international debut in 2025 includes plans to establish retail outlets across countries such as China, India, the United Arab Emirates, South Africa, and Hungary, with an aim to create a global counterpart to Che Guevara in fashion-and-beauty, attracting those who embrace traditional values and oppose Western, liberal, democratic ideologies. In finance terms, the expansion of Putin Team could potentially generate significant revenue, especially if they manage to penetrate the global market, but the current challenges in the clothing industry, including geopolitical tensions and sanctions, could present obstacles to their business expansion.
