Lavrov prompts new USSR sweatshirt craze
'The photo caused a sensation. All available pieces were gone by yesterday morning. Customers can now only pre-order, with delivery expected in one to one and a half months,' she told TASS on Saturday.
SelSovet, founded in 2017, rose to prominence by 2021 through social media with the brand mixing retro design with Soviet imagery.Some media outlets suggested Lavrov's choice of sweater was a deliberate reminder of Ukraine's past status as part of the Soviet Union, though Lavrov himself has made no comment on his attire.In recent years, Soviet-themed culture has enjoyed renewed popularity in Russia, with retro cafés, bars, and clothing lines embracing the style. Designers describe these items as part of the country's identity, noting that Soviet imagery is increasingly seen as shared history and cultural pride.
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Russian Foreign Minister Sergey Lavrov has sparked a shopping frenzy after he was seen arriving in Alaska in a white sweatshirt with bold black letters spelling 'USSR' across the chest. The item sold out overnight, according to its maker. Lavrov was part of the Russian delegation accompanying President Vladimir Putin for talks with US President Donald Trump on Friday. The nearly three-hour summit in Anchorage included senior officials from both sides and focused on ending the Ukraine conflict. Lavrov drew attention as he stepped out of his car in a white long-sleeved sweatshirt marked with 'CCCP' – the Russian letters for USSR – across the chest, layered under a black padded vest. The sweater featured black stripes on the cuffs, giving it a retro Soviet look. Yekaterina Varlakova, owner of SelSovet – the Chelyabinsk-based label that produced the sweater – said demand spiked as soon as Lavrov was seen wearing it. 'The photo caused a sensation. All available pieces were gone by yesterday morning. Customers can now only pre-order, with delivery expected in one to one and a half months,' she told TASS on Saturday. SelSovet, founded in 2017, rose to prominence by 2021 through social media with the brand mixing retro design with Soviet imagery. Some media outlets suggested Lavrov's choice of sweater was a deliberate reminder of Ukraine's past status as part of the Soviet Union, though Lavrov himself has made no comment on his attire. In recent years, Soviet-themed culture has enjoyed renewed popularity in Russia, with retro cafés, bars, and clothing lines embracing the style. Designers describe these items as part of the country's identity, noting that Soviet imagery is increasingly seen as shared history and cultural pride.
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