GORSAD universe is now wearable
Gorsad Kyiv has always treated images like a world you can step into with worn textures, washed-out tones, a rough beauty that feels lived-in rather than styled. Fashion, for them, didn’t arrive as a sudden pivot, but as a natural extension: first as photo-printed hoodies and tees, then as a deeper urge to build pieces with their own structure, material presence, and meaning. In this interview, Gorsad Kyiv talks about how photography trained their eye for proportion and texture, why accessories became central (from a bottle opener detail to a bag hiding a heart-shaped flask), and how the Dirty Hearts capsule grew slowly through experimentation and material hunting. They also share what kind of recognition actually matters, and the future they’re building toward: a stable production line, and eventually a physical “Gorsad base” that’s part clothing, part books and prints, part photo zone… maybe even a small bar.
You moved from photography to fashion. Of course, you are still doing photography and creative direction — but how did this shift come about?
We always had some kind of merchandise, like hoodies or T-shirts with our photographs printed on them. People responded really well to it, and I had long wanted to create a capsule collection with more complex designs. I wanted people not only to be able to buy a print or a photo book, but also to wear clothes created by Gorsad.
It felt natural — to create garments and then shoot them, keeping everything within the same Gorsad aesthetic and universe.
How does your background in image-making affect how you think about fit, proportion, and scale?
Image-making has strongly shaped my visual language and the way I think about clothing. It influences everything from proportions to textures — for example, my attraction to washed-out, worn, almost dirty canvas fabrics. I see garments as part of an image, not just as standalone objects.
Accessories seem central to the brand. Where did your love for accessories begin?
The devil is in the details. I’m drawn to small elements and unexpected contrasts. Once I noticed a waiter wearing a bottle opener attached to his belt, and it sparked the idea of turning something functional into an accessory — like a casual skirt with a bottle opener integrated into it.
I also love the combination of fabric and metal. That interest eventually led to the idea of creating a bag with a heart-shaped flask inside, where you can keep your drink.
What comes first in your process: material, shape, or use? How much do you plan before designing, and how much happens through testing?
The starting point was the concept of a capsule called Dirty Hearts. I don’t follow a strict step-by-step process — it begins with a vision, and then I gradually find the direction.
The process was quite long: from searching for the right materials to deciding which items to create. I wanted each piece to feel unique and to carry its own meaning.
Who do you imagine wearing your pieces? Or do you avoid defining a customer at all?
We avoid defining a specific customer. We believe our clothes are for anyone bold enough to wear them.
What kind of recognition matters most to you?
When people start making fake copies of your clothes — just kidding.
What really matters is seeing that people connect with and appreciate the idea behind the brand. And, of course, genuine demand.
Where do you see the brand in a few years? What plans are there for Gorsad Kyiv?
It’s hard to say, as these are our very first steps in this direction. But I would love to establish stable clothing production.
Ideally, I imagine opening a space that isn’t just about clothes — a place with books, prints, a photo zone, and maybe even a small bar. A kind of Gorsad base.
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