DZHUS is a conceptual womenswear brand launched in 2010 by Ukrainian designer Irina Dzhus. 

Avant-garde yet utilitarian, DZHUS’ visual identity derives from innovative structural solutions. 
The brand’s design concepts are based on interaction and transformation of construction modules, aimed to create new aesthetics of the form – alternative and virtually archetypical at the same time, categorical but variable. Irina Dzhus generates innovative cut systems, using her extraordinary ability of a thorough insight into the complex structure of the ambient and a deep understanding of its architectonic potential. Comprehending metaphysics of the form and its antipode, volumes and silhouettes, surfaces and voids, contours and textures, the designer explores the possibilities of interaction of the surrounding space’s constitutive parts, from which her experimental constructions derive. 

DZHUS’ lines have been presented during Paris Fashion Week, Ukrainian Fashion Week, Mercedes-Benz Kiev Fashion Days, Helsinki Fashion Week and Prague Design and Fashion Week “Designblok”. In 2015, DZHUS was short-listed for the International Woolmark Prize. 

DZHUS vegetarian-friendly clothing is stocked at concept stores of Europe, USA, Asia, Middle East and Australia and sold online worldwide. A DZHUS woman is an intelligent nonconformist in search of the perfect shell for her unique inner world. 

The brand has been featured in the top international media, including Vogue, Dazed&Confused, Harper's Bazaar, L’Officiel, Marie Claire, Elle, Elle Decoration, Nio.Se, Dash, Remark, Status, Jute, MOD, and many more. 

SS17 Concept: "CARBON"

Carbon forms the key component for all known life on Earth. 
Carbon is a quintessence of black, the fundamental colour of DZHUS’ identity. 
Carbon is coal, traditionally mined in Ukraine, the homeland of DZHUS. The workers’ rigid routine, uniform and stern industrial constructions have inspired the surly, utilitarian leitmotif of the designs. 
Carbon is graphite, used to draw harsh lines and delicate shadings, which have embodied in contoured edges and sheer textures of the monochrome garments. 
Carbon is ashes, which will remain when we are gone, as a symbol of life’s fragility and the eternal cycle of nature. 

FashionPromo Magazine