Monday, August 15, 2016

Dva Myacha : Russian revival

In 1957, Moscow played host to the VI International Youth and Student Festival. Over 34,000 foreigner visitors came to the capitol with many wearing sneakers. These fascinated the Soviets who had never seen the unusual rubber-soled shoes before. Three years later the USSR started mass production of sneakers Various models were popular however, the best among them and the most desired ones were the models of the Soviet-Chinese production, in particular Dva Myacha (Two Balls) sneakers which cost only four rubles. The new trend caught on quickly and no self-respecting Muscovite was without a pair. But fashions change and by the 80s Russia made sneakers had become passé. Fashion buffs dreamed of Adidas whilst domestic footwear became associated with underachievers who did not have access to foreign goods.

In 2013, young entrepreneurs came up with the idea to revive the legendary brand. Yevgeny Raikov from Moscow, found an old plant with maintained original from forty years ago and used new technologies to make the new Two Matches sneakers more comfortable. A pair of the new Russian kicks costs 4,000 rubles ($60). Since the beginning of July more than 1,000 pairs of Two Matches have been sold. According to the manufacturer nostalgic middle-aged buyers make up only 30 percent of the clientele, the rest are young people. The company are planning to add many more models to the collection, some of which will form a retro collection of the sneakers that were produced from 1965 to 1976.

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