The popular clothing brand Monochrome complained about reducing the working time of his store due to the Victory Parade. It is easy to guess what happened next

In 2022, the co-founder of the brand (originally from Ukraine) said that she continues to consider on May 9 a “bright holiday”

Director of the Russian Monochrome clothing brand Nikolai Bogdanovich apologized for the post of operating mode of the Monochrome store in the Stoleshnikov Lane on May 7 and 9 - during the general rehearsal and holding the Victory Parade in Moscow.

The post for which I had to apologize was published in the Monochrome telegram channel on May 6. He consisted of a picture and signatures to her. The picture reported that on May 7 and 9, the Monochrome store on Bolshaya Dmitrovka would work not from 10:00 as usual, but from 14:00. The signature was this: “Because? That's right - a parade. Because what? That's right - everyone does not care about a foreign business. Know comments, as they say ... "

In the comments, Monochrome was accused of disrespect for the celebration of victory in the Great Patriotic War and even Russophobia. “A very strange stuffing, to be honest. I do not think that you first encounter a similar situation, having a store in the center. In Russia there are traditions that we respect, ”one of the commentators wrote. She received an answer from the Monochrome account: “She forgot to ask you. Thanks for your opinion. "

Now this post has been deleted, but screenshots (both the post itself and the comments) have published wire telegram channels. Another screenshot appeared there - from the personal channel of Alice Boch, the co -founder of Monochrome and the wife of the brand director. It follows from him that she wrote the criticism. “I could not even think that my comment about closing the store could cause so much negativity. I really want to listen to the same commentators when they are disconnected by the Internet . And I also want to listen to them when they stand in traffic jams, when the road is blocked, ”Boch complained on the evening of May 6.

Obviously, she did not count on such a resonance. The post about the parade was picked up by the Z-bloggers, negative reviews about Monochrome began to appear on VKontakte , on Yandex , 2GIS , Ozzovik , and even on Utube-under an interview , which Alice Boch gave Fash-bloger Madonna Mur in 2022 (they talked about the invasion of Russia in Ukraine and the day Victory). The movement "Call of the people" sent a denunciation to the Prosecutor General. Boch's personal telegram channel, apparently , was closed or hacked: the name changed in it and all the posts disappeared, but there is a photo of the banner of Victory over the Reichstag.

By May 7, Monochrome removed the post that caused indignation, and the director and owner of the brand Nikolai Bogdanovich published an apology:

“We made a huge mistake. Just because for the first time in my life they did not think about what and how we write. <...> I sincerely and from pure heart apologize for the tone, feed, shape and formulation of the publication, which caused the negative and understandable negative to me.

What was supposed to be an information newsletter about the store’s work schedule, in fact, served as an occasion to blame us for disrespect for the great holiday of victory, which, of course, has nothing to do with reality.

Working in our country, being part of the national color and cultural context, we in practice, and not in words, have always demonstrated our respect for state, religious and entertaining holidays. ”

Monochrome is an oversize brand that also sells shoes and home goods. Nikolai Bogdanovich created it in 2015. Initially, it was a brand of “designer printing”, but a year later Bogdanovich met the stylist Alisa Bokhai, and they switched Monochrome to sewing clothes. In December 2021, the brand opened his store in Stoleshnikov Lane. As Blueprint wrote , “with Monochrome, the seizure of the street of a local fashion industry began” against the backdrop of the departure of Western brands due to war and sanctions.

Now Monochrome already has eight stores in Moscow, St. Petersburg, Yekaterinburg, Novosibirsk, Kazan and Vladivostok. The brand is known for collaborations - it made collections with the Pantone, Rebok Institute, Aeroflot, Spartak football club - and is growing successfully. According to the SPARK-Interfax base, in 2024, Monochrome revenue amounted to 1.9 billion rubles (an increase of 64% of the previous year), net profit-419 million rubles (an increase of more than 300% of the previous year).

Nikolai Bogdanovich is from Moscow, Alice Boch - from Vinnitsa in Ukraine. In her interview, Alice said that her parents divorced when she studied in the second grade, and she and her mother moved to Moscow. Her father (according to Alice, she had a connection with Alice), as well as her grandfather and grandmother, by the beginning of the war, continued to live in Vinnitsa. In a conversation with Madonna Moore in June 2022-the same one who again began to comment on the post about the parade-Alice with tears said that the war became a shock with her husband.

In the same conversation, it was discussed that on May 9, 2022, Monochrome published a post on Instagram with the words “Let the Peace.” Madonna Moore showed his screenshot, calling "an anti -war manifesto in a very soft form." When asked why the post was posted on the Victory Day, Alice replied that she and her husband, including, wanted to emphasize that for them “this is still a holiday of the old memory.”

Now there is no this post on Monochrome Instagram. His screenshot was preserved in the brand telegram - like a repost from the Tears of Channel, brand of men's clothing from Nikolai Bogdanovich, so the signature was made on behalf of a man. It ends with these words: “Today is the holiday of the Great Victory in a nightmare war. If someone in their patients with fantasies “can repeat”, then I am sincerely sorry, but I will not even spend time on a discussion. ”