A Russian businessman, Arseny Shulgin, announced the launch of a new sneaker brand in response to the withdrawal of several foreign labels from the market. He shared the news on Instagram, a platform owned by Meta. The move comes amid a broader reshaping of the retail landscape in Russia, where many international brands have reduced or halted operations, prompting discussions about local production and supply. Shulgin explained that after many brands exited, shopping centers increasingly stocked counterfeit products, which inspired his decision to establish a homegrown Russian sneaker label. In a symbolic gesture of commitment to the project, he filmed himself burning a pair of his favorite sneakers in a field to mark the start of this new venture.
In a direct, resolute tone following the announcement, Shulgin asked a rhetorical question about the status of global brands and answered with a simple, determined stance: create something of their own. The statement underscored a broader sentiment about national production, consumer choice, and the evolving dynamics of the Russian retail market. The emphasis was on local resilience and entrepreneurship rather than relying on foreign labels, with the message aimed at encouraging innovation and regional supply chain development.
Shulgin is married to model Liana Volkova. The couple wed on August 28, 2020, and on January 1, 2021, they welcomed a daughter. They chose to give their child an unconventional name by blending parts of their names, a personal touch that reflected their creative approach to life and business. Volkova later explained that the name selection was a playful fusion of Senya and Liana, resulting in the name Celene, which they shared with their followers on social media, expressing affection for their daughter and pride in their family.
Valeria, a follower and member of the couple’s online community, shared personal posts about motherhood and fitness. She described the challenges of regaining shape after childbirth, noting that despite following a planned routine and switching to balanced nutrition, she occasionally found it difficult to maintain strict adherence. Her openness about the journey highlighted common concerns among new parents and the realities of balancing business, public life, and personal health.
Earlier updates from Valeria’s posts also touched on how her appearance has evolved since marriage, offering a glimpse into the daily life and experiences of the family as they navigate public attention, parenthood, and entrepreneurship. The ongoing conversations in her feed illustrate how public figures in business and fashion communities often share personal milestones that resonate with a wide audience, reinforcing a sense of authenticity and relatability in their public personas. The broader narrative centers on growth, adaptation, and the pursuit of new opportunities in a shifting market landscape, both for families and for emerging brands seeking to establish a domestic footprint.