On October 14, 2025, the Ukrainian trademark COOSH commemorates its eighth anniversary. During this period, the label has advanced significantly – from a budding, democratic brand to a firm boasting a network of boutiques, a distinct streamlined design, and its own innovative workshop dedicated to fashioning fresh collections. The driving force behind COOSH is Alina Frendiy, recognized by some as a celebrated influencer, and now, for many, primarily associated with her contributions to design. Leading up to the special occasion, we engaged in a conversation with Alina to reflect on the journey: her initial endeavors in the industry, the growth of the brand, and the inaugural complete fashion show that occurred just recently.
Alina Frendii
Advertising.
Initially, there was an aspiration
I’ve invariably desired to work with attire, and possessing my own brand was a cherished ambition. Nevertheless, at the outset, I lacked both expertise and practical knowledge, yet I possessed an immense eagerness to proceed. I ventured into the restaurant business and engaged with a clothing boutique that showcased items from various brands, but none of these ventures ignited my passion, as the concept of my own label persistently lingered in my thoughts. I possessed a clear vision of what I sought – to conceive a creation that would embody me and my inventiveness, a pursuit of greater magnitude than a mere enterprise.
What defines COOSH?
COOSH embodies minimalism imbued with character. Furthermore, it resonates deeply with me – it essentially encapsulates my essence. I hold this aesthetic in high regard when it comes to clothing, and I maintain this underlying ethos within COOSH as well. Concerning current trends – it consistently remains paramount for both myself and the brand to uphold equilibrium. We keenly observe developments within the fashion sphere, yet COOSH refrains from blindly pursuing trends. Our principles are rooted in succinctness, composure, and practicality. We subject all novel creations to scrutiny through this framework. Naturally, we retain the ability to adapt a trend to align with our preferences, but we invariably refrain from contradicting our distinctive perspective. For instance, capes and detachable capelets are fashionable this season – and we offer several items that incorporate such features.
Regarding COOSH’s progression
It proves challenging to emphasize a singular aspect, given the multitude of pivotal choices undertaken along the path that guided the COOSH brand to its present status; however, I shall endeavor. The paramount element lies in the transition of the brand from being predominantly accessible to the mid-tier segment. Our guiding principle centers on crafting ageless articles that retain relevance across numerous seasons, and this shift, coupled with the subsequent rebranding, emerged as an inherent continuation of growth. Currently, we utilize premium textiles, showcasing iconic pieces cherished by patrons for extended durations; the intrinsic quality speaks for itself, fostering heightened trust and unwavering loyalty toward the label.
Furthermore, I take pride in initiating our dedicated experimental atelier and establishing complete production capabilities — an undertaking entailing substantial investment for the brand, albeit one that has propelled the caliber of both work and collection design to unprecedented levels. This transition has engendered independence, resilience, and the capacity to meticulously oversee every nuance. The process originates with an underlying notion and concept, followed by the formulation of a matrix encompassing the assortment, material sourcing, refinement of silhouettes, and ceaseless experimentation alongside meticulous revision. This constitutes an extended undertaking; preparation of each release spans six to nine months before its introduction, yet I derive profound gratification from this creative dimension of my role. We routinely engage in repeated rounds of reevaluation: dispensing with the extraneous, focusing on the essential, and interrogating ourselves anew: does this genuinely represent COOSH? Upon attaining a definitive response — the collection attains readiness.
At COOSH, our endeavors extend beyond mere product offerings – we continuously strive to enhance the patron experience daily, both in physical stores and across digital channels. One unique element of our retail spaces is the COOSH CAFE: an establishment wherein patrons can not only browse and purchase items, but also savor coffee or matcha beverages amidst a comfortable ambiance. We pioneered this arrangement well in advance of its broader adoption among retailers.
Furthermore, our mobile application epitomizes digital convenience. I find immense satisfaction in witnessing its active adoption by our clientele: upon visiting a store, individuals frequently possess precise knowledge of the items they wish to try on.
Reflecting upon COOSH’s evolution, recollection of our fashion show is inevitable – it marked our inaugural runway presentation, an occasion indelibly etched within my memory. Even now, the magnitude of the affair and our successful execution evoke goosebumps.
Concerning the community
At COOSH, we cultivate a vibrant community that prizes both novelty and emotive connections. I harbor antipathy for shallow, transient marketing ploys – should you undertake any endeavor, it merits execution on a grand scale, imbued with significance, and tailored for individuals.
Within such initiatives, every aspect warrants meticulous consideration. As an illustration, for a fleeting pop-up event lasting two days, we engineered a bespoke photo booth from the ground up — prompted solely by the inadequacy of rental alternatives to align with our foundational ethos. This decision complicated the operational flow, yet the resultant outcome proved worthwhile: attendees departed not merely with a photograph, but with a tangible embodiment of our aesthetic identity.
We harbor authentic gratification in witnessing our patrons’ acknowledgement of these efforts and their subsequent return with pleasure. COOSH transcends mere attire, encapsulating encounters, emotions, accountability, and a communal spirit. Our community remains distinguished and exceptional – and it is for their sake that we aspire to conceive creations of genuine worth.
Concerning the inaugural screening
Following eight years of persistent effort, this juncture afforded me the unprecedented opportunity to observe COOSH from an external vantage. And I recognized: this undertaking has evolved from its initial project status, blossoming into an established brand – endowed with its own distinctive character, a dedicated team, and a supportive community. The runway show validated our preparedness to articulate our presence more expansively, ascending to a heightened echelon – characterized by assurance, intent, and authenticity.
The Stage seamlessly integrated recognizable silhouettes with novel flourishes, curating a comfortable yet stylish ensemble. The label’s best-selling items graced the catwalk – encompassing BOYFRIEND’S overcoats, woolen pullovers, and quintessential suits. Furthermore, we unveiled components from forthcoming collections, including a leather trench coat adorned with a cape, a mini dress, delicate lace bodysuits, and fur-based offerings – namely, fur coats and capes – which garnered pronounced interest.
On that particular evening, I availed myself of the opportunity not merely to showcase my professional capabilities but to also unveil alternative aspects of my persona to the audience. My enduring enthusiasm for DJing, coupled with my dedicated acquisition of expertise in this art form, culminated in the inclusion of my custom-curated set as the concluding element of The Stage afterparty.
Concerning emerging perspectives
Across recent seasons, we have channeled substantial consideration toward our footwear range — and we acknowledge with gratitude that our audience has taken notice. Within our purview, footwear transcends the status of mere embellishment, evolving into a foundational element integral to the holistic image. Consider, for instance, our Safari boots, which ascended to instant best-seller status immediately upon their debut. We autonomously conceive all footwear designs — ranging from initial conceptualization and selection of materials to the final cut and thorough testing procedures.
We harbor profound pride in our capacity to devote maximum attention to the conception of novel shoe designs, even amid these challenging times. After all, shoes frequently serve as the bedrock of an image, and beyond mere aesthetic appeal, they must embody functional utility and comfort. Consequently, we collaborate with leather specialists, utilize anatomical insoles, and rigorously evaluate every nuance, striving to achieve the perfect final article….
Concerning COOSH stores
Each of our stores transcends the utilitarian function of a point of sale, evolving into an extension of the broader COOSH universe. We construct spaces meticulously designed to capture our distinctive rhythm, atmosphere, and aesthetic values. Each location, irrespective of its geographical setting, boasts an individual character – distinguishing it from its counterparts.
By way of illustration, Odessa COOSH garnered the prestigious ArchDaily award in acknowledgement of possessing the most exceptional commercial space design worldwide in 2024, and Lviv COOSH occupies a prime location in the city center within a historical building embellished with conserved wall paintings. We fundamentally deviate from constructing uniform spaces: conversely, we prioritize the unveiling of each city’s unique essence.
Concerning prosperity
Over the span of my eight-year tenure with COOSH, I have discerned that prosperity transcends mere numerical valuations or collection volumes. It resides in the journey undertaken, a transformative odyssey that sculpts the individual. We successfully established a label associated with tranquility, self-assurance, and unhurried aesthetic appreciation. We fostered a workforce united by shared values. We perhaps stumbled in immediately attaining equilibrium between creativity and commercial imperatives. This expertise accrued through experience, punctuated by errors, and interspersed with periods when the temptation to relinquish control loomed large. Nevertheless, those very junctures contributed toward imbuing the brand with augmented depth and enhanced authenticity.
Concerning the trajectory ahead
We are purposefully progressing toward sustained and intrinsic expansion. We augment production capacities, establishing systematized workflows to facilitate COOSH’s augmentation while retaining its foundational level of quality and significance. Preliminary plans encompass expanding the workforce, delving deeper into textile selection and utilization, experimenting with novel client interaction modalities, and executing a gradual entry into global marketplaces.
We derive satisfaction from representing Ukrainian fashion on an international platform, given the trajectory of our native brands to evolve beyond mere “inspiration” derived from global trends, proceeding to cultivate distinct identities and making resolute entries onto the international stage. Ukrainians epitomize talent, ingenuity, and boldness — and the present juncture signifies our opportunity to demonstrate this to the world.
