Best known for its top-selling yellow trenchcoat and with its latest collection to be stocked by Net-a-porter, Ochi outerwear is setting its “eyes” on the international fashion market. The brand name translates to “eyes” in English from Ukrainian and has captured the gaze of fashion model Cate Underwood as well as Vogue Ukraine’s fashion director Julie Pelipas, both seen sporting the outerwear.
Here, Ochi’s Iana Kuznietsova, founder and designer of the brand, shares her insights into the target customer, the company’s market position and its distribution approach.
