The Child’s Promise. Blood on the Asphalt has become this year’s breakout film, and it’s already shaping style trends in clothing and accessories. Olympic jerseys reminiscent of Marat, visor hats like Coat’s, and jackets similar to Vova-Adidas are circulating on resale platforms today. Some items fetch premium prices from collectors who value vintage pieces with a strong historical vibe.
Following the film’s debut, there was a noticeable uptick in demand for items from the late Soviet era on major resale sites. On one platform, postings mentioning The Boy’s Word count in the thousands. Since the premiere, hats inspired by the series have seen sales surge by thirtyfold, T-shirts by more than tenfold, and sweaters by roughly two and a half times. Average listing prices hover around 1.7 thousand rubles for a main title piece, with T-shirts averaging about 1.8 thousand rubles and sweaters around 2.35 thousand rubles.
Analysts note that the bulk of sales stem from 1980s-style hats, which account for about 44 percent of all items linked to the trend. T-shirts come in second at 29 percent, while tracksuits represent roughly 15.5 percent of sales.
Curious shoppers often wonder about pricing for authentic-looking pieces. A tracksuit paired with a sweatshirt, styled after Marat, can be found for around 6 thousand rubles. A single sweatshirt in a different color but in near-pristine condition tends to list around 1.5 thousand rubles.
Vintage wool sweaters show wide price variation, with listings ranging from 1.5 thousand rubles to 3 thousand, and even up to 53 thousand rubles in rare cases. A basic jacket from the USSR can be found for about 1 thousand rubles.
New jackets inspired by Marat’s look sell for about 20 thousand rubles, while vintage versions can command as much as 160 thousand rubles.
Leather jackets akin to the aviator styles worn by the characters in The Boy’s Word tend to be surprisingly affordable, with genuine leather versions available around 1.7 thousand rubles.
The accessory assortment is notably rich. For instance, early scenes feature knitted caps with a USA California inscription that Marat and Coat allegedly pilfer from a second-hand shop, with prices ranging from 1 thousand to 1.5 thousand rubles.
A black-and-white rooster hat bearing the inscription Sports, produced in the USSR, can be found for roughly 450 rubles.
Montana-branded wool hats, iconic from Soviet times, often fetch around 4.5 thousand rubles. A brimmed wool hat in a similar style shows similar pricing. A fur rabbit hat inspired by Koshchei’s look is available for about 1.5 thousand rubles.
Finishing touches include a warm, plaid mohair scarf. In strong condition, these scarves typically list between 1.5 thousand and 3 thousand rubles.
Stylist and image consultant Alina Nekipela notes that The Boy’s Word aesthetic can be recreated in today’s wardrobe. For men, she suggests choosing tracksuits that can be paired with a zippered sweater: tracksuits can serve as a hoodie substitute or be worn with a sweater for a layered look. Chunky boots and a bomber jacket complete the ensemble, or one can opt for a striped one-piece suit from various brands across price ranges.
For a more casual approach, starting with knitwear as a base—whether a turtleneck or a crew-neck sweater—works well. Pair with knit trousers or classic jeans, and experiment with outerwear such as a sheepskin coat, leather jacket, a straight-cut jacket, or a roomy down jacket to achieve a retro yet modern vibe. Footwear can range from hard leather boots to sneakers, fashionable UGGs, or even felt boots.
To finish the look, a voluminous scarf—solid color or checked—adds warmth and texture. Depending on color, it can be paired with a warm beanie or a pom-pom hat. For a hipster edge, a sheepskin coat or earflap hat complements the overall effect.
Nekipela also suggests imagining a “boy’s girlfriend” version by pairing sweatpants or jeans with a zippered turtleneck. A retro-patterned blouse with black trousers, a pencil skirt, or flared jeans can present a stylish challenge. A more daring option includes a retro-inspired flying dress or a knitted dress tailored to one’s figure.
As for outerwear, a fur-collared coat works well, paired with a floral-patterned scarf for contrast. Completing the look with accent makeup—colorful shadows, bold red lips, and pink blush—helps unify the retro-inspired aesthetic.