About the brand

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The new fashion brand 404 NOT FOUND romanticizes the idea of freedom in its collections and embodies it in the philosophy of errors. If you can afford to make errors in your life, then you are a free personality. The audacious, daring, aristocratic, at times wild, but always romantic, clothing style of the young St. Petersburg brand is created for those who pursue freedom and waywardness as the purpose of life. The credo of 404 NOT FOUND can be formulated as follows: The originally wrong actions are a conscious necessity of freedom.

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The philosophy of errors lies at the heart of the brand. Recalling a classical story from the novel Les Liaisons Dangereuses by Choderlos de Laclos about the French aristocracy, their inherent flaws, brutal games, cynicism and denial of morality, the creators of 404 NOT FOUND, in their collections, embody the idea that deviating from the rules and correcting errors is a necessary stage one should go through before becoming a truly free personality. When making a wrong choice, go one step back and correct the situation.

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