He has 34, the branding project just completed by the team at LINII Group, will set the standard for naming, identity and retail design work in Russia in 2018. We and the customer have travelled a long road in this year-long project, creating a new brand all the way from launch strategy to opening of the first flagship store in Moscow. This is a product, which has gone from first outlines to perfect form before our eyes.

The mission of He has 34 is to create world-class men’s shirts “made in Russia”. The project is powered by people who are totally and uncompromisingly dedicated to what they do. As the LINII team got to know the Customer better, we realised that nothing was impossible for professionals of this quality. Their enthusiasm was infectious and we have done everything we can to help achieve their ambitious goals.

He has 34 shirts are made on state-of-the-art equipment by staff who have passed a rigorous selection process and the manufacturer’s own quality standards are stricter than any buyer could desire. This is the attitude behind a Russian product that can compete with the top men’s garment brands in the world, many of which have centuries of history behind them.

There are no upper limits on quality for the people at He has 34. They use Egyptian and American cotton, Portuguese cloth, Italian patterns and German equipment to achieve an optimum synthesis, with the single aim of producing top-flight men’s clothing in Russia. Their shirts are made to classic Italian designs from double-yarn cotton that has undergone a minimum of artificial processing, with patterns running across the seams. Italian specialists have been hired as consultants. Each style element is thought out to the minutest detail.

Mikhail Gubergrits, Creative Director of LINII Group, said: “The ideal, classic men’s shirt consists of 34 elements and a man today reaches peak fitness at the age of 34. I think that ‘He has 34’ is a naming success and the brand logo is a design success, and I am proud of both of them. They have mystery and depth, and they focus on the man who will be the wearer of these shirts.” The first flagship He has 34 store opened at the start of February at the Neglinnaya Plaza shopping mall in central Moscow .

LINII Group
Creative Director – Mikhail Gubergrits
Naming – Mikhail Gubergrits, Elena Ilyina, Andrey Ionochkin, Ekaterina Nikulina
Copywriter – Ivan Petukhov
Strategy – Sophia Shmatova, Alena Golubeva (Brave Red)
Designers: Mikhail Gubergrits, Alexander Petrakov, Igor Mustaev, Evgenia Zelautdinova, Ilya Savonkin
3D modelling – Andrey Tupikin
Project architect – Maksim Kuptsalov
Photographer – Boris Bendikov
Project Manager – Taisiya Denisova