Opetta

Opetta is a contemporary apparel retailer that specialises in socks, underwear and casual wear, targeting consumers who value comfort, design and ethical production. Founded in 2019 by entrepreneur Elena Vasiliev, the company launched its first e‑commerce platform in Moscow and quickly expanded into European, North American and Asian markets through a mix of direct‑to‑consumer sales and partnerships with local distributors.

The brand’s product line is built around high‑performance textiles, including moisture‑wicking merino wool blends, bamboo fibre socks and breathable cotton underwear. Opetta emphasizes sustainability by sourcing materials from certified farms, using low‑impact dyes and implementing a take‑back program for used garments. In addition, the company offers a range of lifestyle products such as hats, scarves and travel accessories, all designed with the same minimalist aesthetic. Collections are released seasonally, with limited‑edition drops that feature collaborations with fashion designers and local artisan communities.

Opetta’s digital strategy relies heavily on social media marketing, community outreach and content creation. The brand maintains an active presence on Instagram, TikTok and VKontakte, where it showcases product usage, behind‑the‑scenes footage and customer testimonials. Its website incorporates a virtual fitting room, allowing shoppers to personalize sock lengths, colours and patterns. Online sales are complemented by pop‑up stores in major cities like Berlin, Oslo, São Paulo and Shanghai, which serve both as retail points and experiential hubs for brand building.

Revenue growth has been steady, with the company reporting a 25% year‑over‑year increase in sales from 2021 to 2022 and expanding its team to include dedicated sustainability officers and a design studio. Opetta has received industry recognition for its commitment to ethical manufacturing, winning the “Ethical Apparel Brand of the Year” award at the Global Fashion Awards in 2022. The company continues to invest in research and development, exploring new material blends and recycling technologies to meet evolving consumer demands.