Secret millionaire show Denis. The famous designer “forgot” to thank those who helped him in difficult times
Denis Simachev was born into a Moscow family of hereditary military men. Being a very obedient child, he did everything his parents said, right up to graduation from school. Creative circles and studios bore fruit: young Simachev flatly refused to do military career and entered the Textile Academy. When he graduated in 1999, the name of Denis Simachev in a matter of months became a symbol of success - his T-shirts, jeans and jackets, made conscientiously and with a sense of humor, immediately became popular. Simachev depicts on them either Vladimir Putin, or Khokhloma patterns, or returns to Soviet symbolism. His things are adored and " cool guys", And young girls who boldly combine leather jackets from the Denis Simachеv brand with their favorite outfits from Chanel, Louboutin, Louis Vuitton, Balenciaga. Together with the store on Stoleshnikov Lane, Denis opened a bar, which became a real center of attraction for the tireless party-goers of Moscow. On top of that, he created Low Budget Family, a company of non-professional DJs, which includes himself. Member of the Snob project since April 2009.
Nickname
“I have two pseudonyms. Loser is a DJ pseudonym, and on all tours I am DJ Loser. And another pseudonym, Ahmed, appeared here in the bar. I was asked questions on our blog, and someone addressed me and asked “Ahmed” a question. Since then that’s what they call me.”
The city where I live
Moscow
Birthday
Where he was born
“I was born in Moscow, on Mazutka, this is the criminal name for the area near the Cosmos hotel. Officially, 32 thieves in law lived there at that time. Therefore, everything revolved around boyish concepts. And all the guys “in the area” know this name.”
Who was born to
“I was born into an old Moscow military family. Muscovite in the fifth generation. Basically, everyone in the family was military, starting from security officers during the revolution, everyone served: in the First World War, in the Second, in cold war. KGB, FSB - these structures were directly related to our family. And I was constantly being prepared for the fact that I would have to become at least a general. My dad, Nikolai Aleksandrovich Simachev, taught me from childhood to call him simply a military man, and that’s what I say. My mother, Lyudmila Georgievna Simacheva, worked as an English and Russian teacher.”
Where and what did you study?
Where and how did you work?
“I never worked anywhere before creating trademark Denis Simachev. In the work book that they gave me in 2000, when I created my company, it says: “leading designer.”
What did you do?
An ironic T-shirt with Putin in Thai style in a frame of flowers impressed everyone.
“It seems to me that for the first time in for a long time made people think about patriotism at a time when it was completely unfashionable.”
First created and invented
A bar and store of the same name in one room in Moscow.
“When we thought about having a bar downstairs and a store upstairs, many people said that this was wrong, stupid, and a deliberately failed project. But the experiment was a success."
Successful projects
“Low Budget Family is a DJ crew that I gathered around me from non-professional DJs. We received the Night Light Award for it as best project of the year. Our family includes six DJs: DJ Luzer is me, DJ OneDollar is the art director of our bar Sergei Oranzh, DJ IGO-GO is the art director of the Solyanka club Igor Kompaniets, DJ HotDog is the photographer Lesha Kiselev, DJ Sister is a Japanese scholar by profession Masha Pirumova, sister of Andrei Pirumov, and, of course, DJ E.Bak - owner of the designer furniture store Zhenya Bakaev. Nobody knew us, but we promoted ourselves so competently that we have the whole year booked and only our price, which is quite high, restrains the excitement.”
Known for
He makes the best T-shirts and the best parties in Moscow - before, everyone tried to get into his club in the showroom at the Arma factory, now the Simachеv bar-shop is packed to capacity.
“It is always very difficult to answer the question of what you are famous for. It’s like when learning English - what I can and what I can’t. It’s more interesting for me to hear it from others.”
I'm interested
“I’m interested in observing what is happening, and maybe fashion is an opportunity to transform my observations into some kind of product that can be sold and earn money from it for a living.”
I love
« Cheerful people“, I love people smiling around me, I love solving unsolvable problems, I love life - for what it is, and for the fact that it is so interesting.”
Well, I don't like it
"Envy. Stupidity really pisses me off, it irritates me. I don’t like ugly people, but this is not about physics, but about the ugliness of the inner soul - I have nothing to take from such a person. And I don’t like situations where I need to communicate with such people.”
Favourite drink:“I don’t know what it’s called correctly - it’s a green liqueur with vodka. But we all call it “Lado-4”. Lado is the name of our main bar manager. One day he made me this drink. And we ordered it all the time: “Okay, four!” That’s how they started calling this cocktail.”
Favorite dish:"Pizza. Margarita classic. It’s hard to spoil it.”
Dream
“So that everyone leaves me behind - but this is an unrealistic thing. Moreover, I myself am constantly acquiring some kind of projects, responsibilities, and things to do.”
Family
“Wife Natasha, daughter Sonya, 8 years old. For me, this is a fortress that the public knows nothing about. But she allows me to escape from everyone, and take refuge, and be filled with some strength so that I can dare again.”
And generally speaking
“I want to make everyone brothers and sisters and somehow help everyone solve their problems.”
Business secrets: founder Denis Simachеv and Hooligan
Denis Simachev
founder of the brands Denis Simachеv and Hooligan
Brand Denis Simachev Bar, design studio, show room,
2 production workshops - 280 employees. Profit in 2016 - 38 million rubles
Brand Hooligan Clothing and jewelry collection
Other assets Hooligan Restaurant
Shop and Bar Denis Simachеv
Cafe Simachaird
“There are no real items from the Denis Simachev brand on the Internet. Everything sold there is counterfeit. The annual turnover of counterfeit goods is 60 million euros. This is only what is delayed at customs.”
- Hello. We are visiting Denis Simachev at the Hooligan restaurant. Show me what you have here.
Hello. Downstairs is a restaurant for everyone, and upstairs is a closed studio.
- You have a ring. Does it host real battles?
Yes, there are classic boxing fights. The ring was made according to the drawings of the forties, ropes, leather - everything is reliable.
- What is the design business today in our snow-covered space? Is it possible to earn money?
Yes. It has become profitable for us to sew here, and not in China. China has become expensive. Plus the logistics shoulder is long: it takes at least three months to deliver from China. Here you can do everything in a month. We have now new story, related to smart shopping. Everyone begins to think about what they are purchasing, for what money, they begin to count, they begin to understand what added value is, and so on. Everything goes towards making the product cheaper.
“Everything that is sold on the Internet under the Denis Simachev brand is fake”
- Do your mobile phone and apps help in any way? This is a complete revolution in banking.
Yes, it helps. Everything has changed a lot, the distance between the designer and the client has decreased. The entire layer that earned money between the designer and the consumer disappears. Previously, a designer was raised somewhere high and said that he was inaccessible - this is some kind of god who sculpts something there, and we distribute it. Now it’s the other way around: the designer becomes real person and shortens this distance.
- Can I buy clothes directly on your website?
No, not now. Everything that is sold on the Internet under the Denis Simachev brand is fake. I'm taking this opportunity to say it bluntly. China and Türkiye are counterfeiting. Semi-finished products are brought in and assembled here.
- Open a website and sell the real thing yourself.
Yes, but for this you need to build a production cycle with a cheap product. Precisely cheap, because with expensive it is now impossible to participate in the battle for the client through online sales. And a cheap product is a separate line and a separate job, starting from the fabric manufacturer and ending with assembly, logistics and delivery.
-Where can I buy your clothes now?
In TSUM, in Tsvetnoy, the “Hooligan” brand was launched on November 12. We sell everything related to brass knuckles and bandits, everything on a budget. In our history, prison and boyish aesthetics are associated with something gangster. That’s why I took the brass knuckles and the name “Hooligan” as a basis.
- What is the cuisine like in your restaurant “Hooligan”? Is everything delicious?
The restaurant is a mixture of so many cultures. There is Europe and Asia. There is the right approach to ingredients. There is no sugar or oil, everything is very light and tasty. You can eat three dishes and not feel heavy.
- I like the style of the restaurant and the English sofas. This is also your design, did you make it yourself?
Yes, I chose it myself. This is a classic Chester.
Denis Simachev is a Russian fashion designer and designer. Founder and owner of clothing and bar brands Denis Simachеv and Hooligan. In 2001 he opened the company Denis Simachеv. In 2002, the first show of the collection took place as part of Fashion Week Pret-a-porter. In 2006, he opened the first mono-brand boutique Denis Simachеv, and in 2007 - a bar of the same name. In 2009, he held the first show of the entire Denis Simachеv collection in Moscow. In 2015 he opened the Hooligan restaurant and design studio.
Date of Birth: June 12, 1974Education: Moscow State Textile Academy, 1999
Equity: 38 million rubles (profit of the Denis Simachеv brand in 2016)
“My dream is to sell T-shirts for $1.”
- What are your plans for the near future? What do you think, how to develop, what to do?
I have a lot of projects in motion. Three clothing brands: “Hooligan”, “Denis Simachev” and another brand that will be super cheap, this has been my long-time dream. Just absolutely budget-friendly, that is, a T-shirt for 1 dollar, a down jacket for 10.
- For a dollar? Is it possible?
It’s almost impossible, but I’ve been doing this for three years. Everything there needs to be broken down into molecules.
- 60 rubles - that's cool!
Yes. And I want to do just the basic things, so that it’s no longer about fashion, but about clothes, which you can’t do without.
- At 100 rubles, a T-shirt would sell well.
Well, it would already be sold to those who produce these T-shirts, and to those who are trying to make a business out of these T-shirts, that is, for everyone, as a basis.
It is necessary to develop a clothing base, make a comfortable fit, cut and cheap prices. Then business owners or designers will be able to buy basic batches and stamp something of their own on them, attach labels and launch them for sale at their own price.
- I remember I bought a T-shirt with Putin about 10 years ago. And then you had Khokhloma. What do you have now?
I have many directions, now I am developing jewelry and boys’ clothing. Everyone misses the nineties. They were very romantic years, according to my memories. The spirit of freedom was in the air. Do what you want. Young people like the aesthetics of the nineties, it is trendy and in fashion.
“The population spends a trillion rubles on clothes just to stay warm”
- Due to the collapse of the ruble, are we sewing more?
Yes, this industry is just now being liberated, and this is a lot of money. The population of our country spends about a trillion rubles a year on clothes just to stay warm. I'm talking about clothes strategic purpose. That is, just for the child to go to school and back home, and for adults to go to work and not freeze in the winter. This is a big market.
- A trillion is serious.
This is a lot of money. They are now leaving for China because they agreed: “We can’t wait on our own, so, okay, you earn money.” But the time is not far off when all this can settle with us.
- They started talking about money. What is your turnover and what is the fashion industry like?
According to my calculations, the fashion industry in the country sells 500 million rubles a year. This is mainly Moscow, of course.
I can tell you the turnover of the counterfeit Denis Simachev brand. About 60 million euros per year. It's counterfeit. What is detained by us at customs, by sea and by rail.
- Are you doing anything with counterfeit goods?
We do, but everything here is very criminal. There were even offers to me: “Come on, sign a statement for us that you are being counterfeited, and we will take away, as it were, confiscate this product.” And I say: “What’s next?” They tell me: “And then we will destroy.” I say, “Are you sure?” They say: “Absolutely.” I say: “Let me destroy with you.” They got scared and said: “No, we are honest officers, we will destroy.”
- What’s going on in the West? Are you selling somewhere, trying to sell?
Yes, our brand “Denis Simachev” is launched in America. Just in the wake of all the horror stories about Russia, we will open stores in New York, Los Angeles and San Francisco. I will try to win all this multi-billion dollar PR that has been spent on history against us to my side.
-So you will have Iskander missile systems on your T-shirt?
No, it's simple. It will be much more interesting, much tougher and scarier. It was as if everything had turned into a horror movie.
- Smart idea. Since they have made an enemy out of us, we need to make money from this.
- And you spent a lot of time in the Dominican Republic. Are you flying now?
Yes. Surf schools have been open there for 12 years. Now I'll go there to check everything out. And it also so happened that surfing was recognized Olympic form sports. Now we will train surfers for four years until the Olympics. We will be part of the Olympic Federation and educate them on our basis. Almost all of Russia is part of the Olympic Federation. And on Far East there are very good guys, and in Sochi, wherever there is a sea and people ride. I recently took a ride in Kamchatka, I was simply shocked.
IN Russian Federation great multitude talented people in completely different areas, including visual arts, architecture, sculpture and even fashion. One of these outstanding personalities is designer Denis Simachev. He is known to the world for his unique collections male and women's clothing, which are not similar to the work of other fashion designers.
Biographical information
Born today famous artist and fashion designer in Moscow in June 1974. Despite the fact that Denis Simachev was brought up in a military family, he entered the College of Arts and Graphic Design (Moscow). Later, fate brings him to the Spanish Pivot Point Academy, and then to the Yu. Grymov Studio, where he becomes a specialist in the field of advertising.
In parallel with the studio, Denis manages to get another education at the Moscow Textile Academy in the field of shoe and clothing design.
He received his first award in 1999, when international exhibition shoes In the same year, Denis Simachev took an honorable first place and became the best among young designers at the “Step into the Future” competition.
Then new achievements: reaching the final round of a competition called the Smirnoff International Fashion Awards, which took place in Hong Kong, where the public saw his “Quasi-Future Eternity” collection.
Climbing the career ladder
In 2001, Denis Simachev decided to create his own own company under his own name Denis Simachеv. Literally a year later, viewers saw on famous show fashion new collection.
It is interesting that already in 2006 a boutique opened in Moscow, which sold items exclusively from the Denis Simachеv brand. IN next year Simachev received an offer to develop a design for the Atov DSS snowboard, and from that moment his cooperation with sports companies began.
The designer first showed his collection in the capital of the Russian Federation in 2009.
Denis Simachev was invited as a co-host to Channel One to lead a project related to fashion trends. In August 2011, he became the host of the “Fashionable Verdict”, known to viewers.
Every year at Fashion Week in the Spanish city of Milan, Simachev’s collections participate in prestigious shows. It is noteworthy that in the clothes and shoes designed by Denis, there is a focus on national motifs.
Prizes and awards
Denis Simachev, whose clothes are already worn almost all over the world, has been repeatedly awarded prizes and awards for his talent and achievements in the field of fashion. So, in addition to winning the “Step into the Future” competition, he was awarded a prize at the “Youth Podium” competition, which was held in Moscow.
In 2005, in the same Moscow, Simachev received the Astra Award in two categories at once: “Designer of the Year” and “Designer men's clothing" A year later, the famous GQ magazine recognized Denis as the best designer in the country.
Collections
Once in an interview, Denis said that producing clothes was not part of his plans, but after Hong Kong the process of serious development began. He began to receive job offers, and he himself began to think about Russian models, imbued with patriotic motives. This became his personal style, which gained quite a lot of fans.
What does Denis Simachev release? Clothing sold under his brand includes items for men and women of different styles and styles, as well as accessories, shoes, etc.
Tracksuits especially stand out against the general background. They combine convenience, fashionable design and colorful prints: Russian floral patterns, images of nesting dolls, Khokhloma patterns, etc.
T-shirts
Denis Simachev brought T-shirts into a separate fashion column - bright, colorful, with explicit inscriptions in Russian and understandable, for the most part, only to Russian people. They immediately attract the attention of others, so wearing a T-shirt from the Denis Simachеv brand is impossible to go unnoticed.
The most famous inscriptions on his T-shirts: “I am not the sea, I don’t care”, “Our everything is oil”, “PRET” and many others. There were even products with a portrait current president Russian state, as well as with famous cartoon characters.
The collections feature a harmonious combination of different shades, practicality, affordable prices and ease of wearing. The sweatshirts are also created with the same sense of style. All products of the Russian brand combine brightness, creativity, love for folk traditions and at the same time glamorous.
Bar and boutique
Clothes and shoes Russian designer gained such great popularity among fashionistas that he came up with the idea of opening a boutique to sell products of his brand - the so-called mono-brand store. In this case, it was also decided to act unusually and combine a boutique with a bar. So, in a common building, one floor, the first, was occupied by a bar, and the second by a store.
This location led to the store large quantity customers who, after shopping, settled down at a table in a cozy cafe. Here, gourmet dishes are created with taste and served in a fusion style, which attracts even discerning gourmets. Thanks to the efforts of the entire team and Simachev himself, both establishments quickly became popular.
Fashion designer is testing financial difficulties and perhaps participation in this show was just a PR attempt.
In Taganrog as a participant in the program " Secret millionaire» Russian fashion designer Denis Simachev visited. Let us remember that, according to the terms of the program, he had to turn into a homeless person for several days. He received a checkered bag with things from a second-hand store, a thousand rubles for expenses and an old phone. With this luggage, he goes to the place chosen by the organizers, where the program starts.
The first rule is that the participant must not tell anyone who he is. The second rule is that during these days the hero must find people whom he can help financially.
During the time allotted for filming, the designer more than once met people who needed his help. He was at the orphanage, where he promised one of the pupils to pay for a lesson with teachers. He gave his word to the owner of the bar, who hired him, that later he would throw a luxurious party in gratitude. And the most serious thing is the promise to help disabled person Igor Skikevich patent his invention for disabled people. Taking on the paperwork and financial part. Igor recently became famous for creating a diving stroller.
But in the end, Denis Simachev did not help a single person. On air of the show, the organizers reported that the Friday TV channel paid for all the promises of the famous designer. It was he who had to give the money to the people whom Denis promised to help. As it became known, the man is experiencing financial difficulties and, perhaps, participation in this show was just an attempt at PR.
Clothes in Denis Simachev's store are not cheap
IN Taganrog successful designer came under the guise of a homeless person. Remember, these are the terms of the show. "Secret Millionaire"– wealthy people five days survive in the Russian outback without money or friends.
As the show progresses, participants are helped simple people: they hire you, teach you something, give you shelter. In the end, the millionaire declassifies himself and bestows benefits on the people who helped him.
Denis Simachev promised the orphanage pupil to pay for classes with teachers, and the owner of the bar who hired him to throw a luxurious party. He also enlisted the help of disabled person Igor Skikevich to patent his unique invention. He promised and did not keep his promises. As a result, the channel Friday!“Ordinary Taganrozh residents had to pay for everything that Simachev had to provide. The designer himself did not get in touch, and the television crew suspected him of bankruptcy.
The designer's behavior caused real popular anger. The audience could not forgive Simachev for his boorish behavior. Someone caught the hero of the show in black PR. But if he doesn't have money, why come to the show?
“Now no one will take him seriously, and few will want to deal with such a person. He doesn't keep his word. I set my sights on the program just to catch the hype, but it didn’t work out, it didn’t work out. He disgraced the whole country. Weakling! On the first day I used the envelope. Although he does not deny that he is a weakling. I tried to show off, but nothing worked. The releases are getting worse and worse.”*, - the viewer is indignant Egor Belushkov.
“The man has no integrity, he undeservedly deceived people. What will his fate be like after this episode? Certainly not the way he wanted. Serious people won’t want to deal with him now.”*, - sure Galya Ageeva.
It’s also impossible to say that things are going very badly for Simachev. Five days ago he celebrated the 10th anniversary of his establishment Shop & Bar, throwing a party. Last fall, he launched a line of youth clothing Hooligan, opened an online store at the beginning of 2017. By the way, an ordinary cotton T-shirt with a simple print from Simachev costs about 5,000 rubles. However, “Friday!” reported that the store is in the center Moscow Simachev's closed.
“He could at least call, take an interest and help in other ways: attract sponsors for the orphanage, hold a fundraising day in his party, and he could do a lot of things! But he could call and ask about problems even if he was broke!”* – writes Natalya Kachaeva.
The audience was also dissatisfied with the way Taganrog was shown in the show. The slums through which Simachev wandered are not the only thing that can be seen in the city.
“I’ve never been to Taganrog, but after watching it I got a bad impression of the city. Judging by the reviews of residents, this is far from the case. Join them and say that in this regard, “Friday” acted ugly. There’s nothing even to say about this (Simachev – editor’s note), I thought about going to his establishment many times, but many friends dissuaded me, saying that there were only show-offs there, apparently really, the same as that of its owner. Absolutely not a single item of clothing with a pseudo-his print will appear in my wardrobe after this program.”*, - writes Denis Dostovin.
"You better city show me on the other side. I think such slums can be found in every city. But we also good places enough",* – solidary Tusechka Yurpolskaya.