When a culture becomes as widespread as streetwear is today, it's easy to take some things for granted. In most major Western cities it's not hard to find at least one store stocking the brands, products or style you're looking for, but not everyone has it that easy. Over in Moscow in the early 2000s, you'd be lucky to hear the word "streetwear" anywhere outside of the Internet. Stores didn't stock it, people didn't wear it, and the country as a whole simply didn't get it.

But hidden away in online chat rooms and forums there was a group of diehard fans who refused to take no for an answer. Of these, FOTT was the king. Dedicated primarily to the discussion of clothing, brands, music, movies and football, it was the go-to resource for young Muscovites looking for a taste of culture beyond what their own country could offer them. So strong was this desire that, in 2005, a dedicated few members united to launch their own physical store and bring the world of streetwear to Moscow.

Driven by one simple motto, "We sell what we wear," FOTT slowly worked itself up from a simple showroom to becoming one of Moscow's most respected menswear retailers. What's more, its founders haven't lost a drop of the enthusiasm that first sparked their bold venture. Today, FOTT shoots all its own lookbooks and promotional material, taking the products its staff love and presenting them in a uniquely personal way. In addition, its periodic FOTTPAPER Magazine serves as a continuation of the discussions held by forum members all those years ago – the only difference being, they now have the means and the authority to get close to the brands they always dreamed about.

We set out for Moscow to shoot part of the FOTT crew and talk to them about their story so far. You can enjoy the photos here and stay tuned for the full interview coming soon.

In the meantime, read about more Reebok Classic Subcultures.

We Recommend
  • Saint Laurent's New Classic with Vinnie Hacker
    • Style
    • sponsored
  • How Marc Jacobs' Favorite Smiley Sweater Became Streetwear History
    • Style
  • The Best High-Quality Blank Sweats in Streetwear And Beyond
    • Style
  • Reebok's Classic Sneakers Are Perfect. White Mountaineering Made Them Better
    • Sneakers
  • The Streets & Reebok’s Sneakers Have Been a Long Time Coming (EXCLUSIVE)
    • Sneakers
What To Read Next
  • Nike's Incredible Breakdancing Shoe Breaks Into the Sneaker Game
    • Sneakers
  • Nike's Dynamic Air Max Sneakers Are Running Wild
    • Sneakers
  • Nike's Book 1 Sneaker Is Now Even More Delicious
    • Sneakers
  • Birkenstock's Debut Paris Store Is Here to Deliver More Than Trusty Birks (EXCLUSIVE)
    • Style
  • Sabrina Carpenter Is Gen Z’s Queen of Celebrity Fragrance
    • Beauty
  • 31 Italian Clothing Brands Every Highsnobiety Reader Should Know & Where to Buy Them
    • Style

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.