Furtas doesn’t allow for discounts on Cultnaked pieces. But we do what we can to avoid overproduction,” she says, “Our HQ is 150m 2, we actually don’t have the space to hold stock, so we only produce batches of items we know we can sell out of quickly, like the Killa set, which typically sells out in a week,” she says. “No brand is sustainable, that’s bullshit if they produce stuff. There’s now three Lviv factories that exclusively produce Cultnaked, Furtas says, but her goal is to avoid overproduction where she can. You’ll see fun new colourways in their faux leather ‘Killa’ series, statement outerwear and on-trend skirts and trousers.”Ĭultnaked has maintained its made-to-order business, but now produces wholesale orders in local Ukrainian factories, while making batches in advance of bestselling items like the leather pants and bandeau, to drop on the DTC site. We sold out of our first launch in Spring and continue to expand the offering into Fall ’23 by doubling our investment. “When the war started I was like, OK, this is over,” Furtas says, “I fled the country with my newborn baby and texted my employees saying ‘we’re going to pay you as long as we can.’”Ĭultnaked captures the Gen Z consumer through its on trend, premium-priced assortment its ability to mould to different body types and the versatility of products, says Rebecca Pomerantz, buyer at Revolve. Then, in February 2022, Russia invaded Ukraine.
In 2021, Cultnaked’s sales hit $700,000 and were expected to grow further the following year, as DTC demand continued to grow. In the brand’s early years, Furtas worked with a team of seamstresses who produced Cultnaked pieces made-to-order in the Lviv atelier, shipping them all over the world within 1-3 days of purchase.
And, after working as a photographer, I know that you can put any price tag on something, as long as you can justify it.” Surviving war “I’m business savvy, I can sell stuff,” she says. A social media personality in her own right, she frequently posts wearing the label, and still conducts a lot of influencer reach outs via DM. Experts agree, Cultnaked’s success is in part due to Furtas’s tenacity and influence.
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