“Nishtyak Bratok”: how to get to know Yoshkar-Ola from a new side
******** ************Many associate Yoshkar-Ola only with the Bruges embankment and the notorious Yoshkin's cat. However, in recent years, the city has been moving further and further away from tired sights and souvenirs, offering residents and guests new “calling cards.” One of them is the brand of the Nishtyak Bratok association. **** ****
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************ **** ************ ************ “Nishtyak Bratok” began its journey in the courtyards of Szombathely panels. A group of friends who are passionate about skateboarding began filming their tricks on their phones and posting the videos on the Internet. **** ****
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************ **** ************ ************ Appearance is as important to the skater subculture as a cool board. The inscription “Nishtyak Bratok” was a local meme, on the basis of which the association’s logo was developed, inspired by the propaganda posters of Erik Bulatov. The main inspiration for the future brand was and remains the street culture and panel landscapes of their native Szombathely - this is how the residents of Yoshkar-Ola Szombathely call their area. **** ****
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************ **** ************ ************ ********************“This is a fortress made of concrete panels, something that can be copied and pasted anywhere in any city, and it will be like a separate city within it. This is a swing, which is no longer there. Some unusual buildings, strange figures and elements of everyday life that do not fit into the modern appearance of the area. At the same time, they are ingrained in your mind and can no longer be removed. Nostalgia is some kind of pop word. Here it is more correct to say that this is an image of something past, important for its time,” shared the founder of the association, Jacques Bokinsky, in an interview.******************** **** ****
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************ **** ************ ************ The emphasis in NB collections is always on the home city. According to Jacques, this is a prerequisite for any self-respecting streetwear brand - to show where you are from, who raised you and what influenced your worldview. **** ****
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************ **** ************ ************ Despite the fact that “Nishtyak Bratok” has become recognizable outside its native region, it remains quite private and “secret”: you can sign up for the showroom only through Instagram (a product of the Meta company, recognized as extremist in the Russian Federation), the bulk of the collection is sold on pre-orders, announcements of which must be “caught” in the brand account; the guys have no advertising or other promotion other than social networks. According to the founder of NB, this only fuels the interest of the audience and gives them the motivation to more closely follow the work. **** ****
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************ **** ************ ************ ********************“We never tried to please anyone. We always film only friends, there are no invited guests and, most likely, there will not be any. As well as special filming. It will always be something spontaneous. We are used to working in a format that is comfortable for us. [...] I understand that our audience is so selective, high-quality, and I am glad that these people exist and somehow managed to notice us. It’s cool that there is a lot of creativity around them: through one, they are those who have connected themselves with something creative,” said Jacques Bokinski in an interview.******************** **** ****
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************ **** ************ ************ People specially come from other cities to buy “NB” T-shirts, and last year almost the whole country learned about the brand: the S7 airline magazine published a large article about Yoshkar-Ola, where, along with the Annunciation Tower and the Bruges embankment, “Nishtyak Bratok” was also mentioned. **** ****
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************ **** ************ ************ Now the association’s activities cover a variety of areas: from filming (for example, the guys shot a video for the performer DenDerty) and video production to collaborations with local establishments. “Nishtyak Bratok” plans to continue working with those from Yoshkarolina and expand to larger brands and companies, but at the same time remain ourselves, to be those whom we don’t want and don’t need to compare. **** ****
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************ **** ************ ************ ********************“We will be based locally and are not planning a store somewhere in another city. At the same time, I see a clear route for myself: promoting culture through unions and launches. We have big ambitions and now, through collaborations, we want to demonstrate to people that they can cooperate with us. Yes, we are strange, only we can offer it. That's why it's interesting to be with us. We worked with one establishment, it was very cool. I think this will also turn into something big later. These cases will give us space. And we, perhaps, will reach brands that will push us far beyond the borders of our hometown. It is clear that now we are not only talking about Yoshkar-Ola, we have long ceased to be associated only with it. One way or another, I want “NB” to acquire status and stand for “People’s Brand,” noted Jacques.******** ****