DZHUS is a conceptual womenswear brand launched in 2010 by Ukrainian designer and stylist Irina Dzhus. Avant-garde yet utilitarian, DZHUS is known for innovative cut, multifunctional transformer garments and industrial-inspired aesthetics. Irina Dzhus generates experimental constructions, using her extraordinary ability of a thorough insight into the complex structure of the ambient and a deep understanding of its architectonic potential. Comprehending metaphysics of the form and its antipode, volumes and silhouettes, surfaces and voids, contours and textures, the designer explores the possibilities of interaction of the surrounding space’s constitutive parts.
The brand’s ideology stands for consciousness and humanity. All DZHUS garments are made of cruelty-free materials. A DZHUS woman is an independent intellectual in search of the perfect shell for her unique inner world. DZHUS’ lines have been presented during Paris Fashion Week, Ukrainian Fashion Week, International Fashion Showcase London, Helsinki Fashion Week and “Designblok” Prague Design Festival.
Short-listed for the International Woolmark Prize in 2015, DZHUS clothing is stocked at concept stores in the USA, Japan, Australia, UAE, Saudi Arabia and sold online worldwide. The brand has been featured in the top international media: Vogue, Dazed&Confused, Harper’s Bazaar, Marie Claire, Elle, Elle Decoration, Cosmopolitan, L’Officiel, Kaltblut, FGUK, Status, Jute, Lucy’s, Dezeen.com, Styledo.se and many more.
DZHUS SS19 line is dedicated to the process of apparel manufacturing, celebrating the technological aspect in all its peculiarity. Constructed using experimental patternmaking techniques, the designs offer radical transformations, making the garments extremely adaptive to their wearers’ preferences and changing circumstances: trousers are modified into a jacket almost instantly, a bag can be worn as either a top or a skirt, and a voluminous hood vanishes once flatly folded. The use of fabrics and finishes plays up the “in progress” condition of the garments, which designer Irina Dzhus has always found the most enrapturing stage of creation. Inspired with the genuineness and imperfection of mock-ups and prototypes, DZHUS SS19 pieces feature exaggeratedly structured details, exposed seams and threads, whereas some of the textiles resemble crumpled paper. Traditionally, DZHUS have combined avant-garde approach to design with uncompromising quality, wearability and comfort.
The collection is dedicated to anatomy as the starting point for DZHUS’ design. The architectonics of physicality as a triumph of function and synergy – this concept has incarnated in the complex transformable structures, resembling exoskeletons. Mutating in multiple ways and interacting with each other, they constantly evolve, generating countless existences. As a material body is an exquisite mechanism, driven by the phenomenal life energy, the technological morphology of DZHUS clothing is inseparable with the one-of-a-kind essence of its possessor.
The collection is saturated with rhythmical textures and innovative patternmaking ideas. Not only is DZHUS Autumn/Winter capsule warm and comfortable, but it meets the high standards of ethical and sustainable production: traditionally, the brand used cruelty-free materials, and for the quilted garments they opted for eco-friendly hemp insulation, engineered by DevoHome. Designer Irina Dzhus states that corporeal is not an antipode to spiritual, but an essential medium for exploring ourselves. Her creations prove that considerate approach to consumption does not limit the experience but only enriches it.