For its 60th anniversary, AvtoVAZ decided: it’s time to sell a lifestyle, not just cars. In collaboration with the SELA brand, the factory presented a capsule collection of men’s clothing inspired by the aesthetic of the legendary «Zhiguli» and retro LADA models. The garments feature the signature shield with stars, just like on the radiator grille, as well as the recognizable checkered pattern—identical to the seat upholstery from the classic VAZ. The collection also includes carpet patterns—a tribute to those very floor mats that were almost in every car.

The collection centers on knitwear: discover voluminous cardigans, textured sweatshirts, and T-shirts that pair perfectly with denim. Everything is steeped in a retro spirit, allowing everyone to feel like they’re at the wheel of their first car, even if it’s long been sitting in the driveway under a tarp. This collection is designed for men and boys—a way to connect with history without leaving home—clothing for those who still remember the smell of a new interior and the sound of a starter motor in the mornings.

You can start experiencing a piece of automotive history beginning September 21st, so get your denim ready and dig out those old license plates from your «Kopeyka.» Now, those motifs can appear not just on a garage wall, but right on your chest!