The WUT streetwear brand, co-created by designer Nastya Yarushkina and musician Katya Shilonskaya, was brought into being by the founders shared love of Japanese music and online culture. Having earned a reputation among Kazan’s fashionable young things, the pair are now set on conquering Moscow with their emoji-decorated sweatshirts, waterproof hoods and sleeping masks. But they still plan to make occasional forays back home, armed with new ideas and new clothing collections.