[The history of BELIEF began with a blog on Blogspot hosting, the first posts of which date back as much as 2005. Arsen, tell us the background of the store and how you did you come to the clothing passion?]
I was engaged in alpine trekking 10 years before the store foundation. There, when you are in the mountains, in harsh conditions, it comes to the realization that you need to dress properly and safely. You can never dress right from the start, it comes with experience. Also, I've seen enough of how nomads, Tibetans dress. The style is called "nomadic", and I immediately liked it. They have that colorful clothes and they can combine skirts with down jackets and scarves, and all this with jewelry. It made a strong impressions on me and left its mark. I thought that it was possible to look more interesting personally and, probably, my hobby for clothes started from this point. It was also the fact that I needed to learn clothing from its technical side to feel more comfortable in the mountains.
Later I saw the Serra model shoes by VISVIM. These are trekking boots, reengineered to suit urban conditions. I was interested in the approach of the designer who created them not instantly, not right away, but he went to the family in Switzerland, who have been creating these mountain boots for several generations. So, I, like an involved person who has spent most of the time in mountain hiking shoes, wanted to have a spare pair of more comfortable and embodying what I'm doing technologically advanced shoes. I looked at these city-mountain shoes, tried them on, I liked it. Shoes happened to be extremely expensive. I brought one pair to Moscow for myself, then another; some of my friends started to be interested in those. Then I met the VISVIM designer in Paris. We did not talk about clothes at all, we discussed only how nomads dress, their walking. I asked how all this can be made in Moscow and I was explained that if you haven't correct retail trajectory, if you have never had clothing business at all, it is unlikely that something will happen, and is especially hard to negotiate with such serious brands, which I interested in. However, it didn't stop me.