ABOUT US
Welcome to GLÜCK - where fashion meets fearless self-expression. Born in the vibrant streets of Kyiv and now based in Berlin, we make clothing for people who are done shrinking themselves to fit in.
Our name says it all: GLÜCK means "happiness" in German and "hallucinations" in Ukrainian - two meanings colliding into one brand. We put joy, surreal imagination, and unapologetic sexiness into every stitch.
The sexual revolution has already happened, and we make sure to remind you of it.
BEHIND GLÜCK
GLÜCK started with a question neither of us could shake: why does fashion keep asking people to tone themselves down?
Egor Bashtovenko, our Creative Director, came to fashion sideways - he studied marketing but was always drawn to creativity, printing his own T-shirts before teaching himself to sew. In 2020, he showed his first couture collection at Ukrainian Fashion Week, and that's where GLÜCK's direction became clear: bold, surreal, deeply personal design.
Leonard Lemberg, our Brand Manager, builds the structure around that vision - from how the brand shows up to how it grows.
Together, we're building a brand about more than clothing: the freedom to be confident, sexy, and unapologetically yourself.
Production
We proudly produce our pieces in our Berlin studio and in Ukraine, working with our dedicated studio in Kyiv and partnering with skilled ateliers in Zhytomyr and Kremenchuk. Despite the challenges of war and frequent power outages, these ateliers heroically continue their work, bringing our designs to life with resilience and unmatched craftsmanship.
This approach allows us to ensure fair working conditions, minimize delivery impact, and maintain the highest quality craftsmanship. By keeping our production local, we stay true to our commitment to sustainability and ethical practices.
Materials
At GLÜCK, we are committed to sustainability and reducing global waste. Our collections are crafted primarily from deadstock materials, utilizing fabrics that would otherwise be discarded.
To further minimize waste, our items are produced in small quantities or made-to-order, tailored to meet our clients' needs without excess production.
We also take pride in our packaging, which is made entirely from recycled paper, aligning with our commitment to environmental responsibility.
