Roxwear is a central Asian streetwear brand founded by Kazakhstani designer Roxana Adilbekova in 2017. Kazakhstan, like many of its neighboring countries, exists at the intersection of ancient traditions, Soviet heritage, and the new generation’s strive for modernity. Roxana uses Roxwear as the medium through which to communicate her heady vision for the nation’s bright future, as much of the nation’s youth dreams of a “Central Asian-centric world.” We spoke to Roxana about how the label captures the identity struggles that come with growing up in a post-Soviet cultural landscape, and asked her to pick out five pieces from her collections that help tell Roxwear’s story.
Stories with Roxwear