PLOT
How to turn a modest Instagram store into a small fashion empire? The creators of the brand of basic, laconic, but not boring clothing 12storeez from Yekaterinburg launched their business in the crisis of 2014. And everything worked out: now the brand has many stores across the country and several abroad, huge turnover, a showroom at the Trekhgornaya Manufactory and bright campaigns that invariably attract attention.