Mistakes as Fuel for Growth: An Interview with Ivan Khokhlov, Co-Founder of 12 STOREEZ
12 STOREEZ is among the most successful fashion brands to emerge from Russia in the new era. What began as a small Instagram-based store has rapidly evolved into an international company with more than 50 boutiques across five countries, a strong digital strategy, and a distinctive aesthetic often described as "quiet luxury". HILL spoke with Ivan Khokhlov about building a brand without external investment, why he views crises as accelerators of growth, how the company developed a structured approach to learning from mistakes, and how golf helps him stay mentally — not just physically — in shape.
In 2014, you started the business from scratch with your wife and her sister. Do you remember the moment when it became clear that this was no longer a gamble, but a lifelong commitment?
After a few months. We grew quickly while spending very little: we shot and photographed everything ourselves, and promotion happened through Instagram — back then, it was free. The business turned profitable almost immediately; within the first year we were already paying dividends. That’s when I realized that it not only worked, but was also enjoyable. After difficult experiences in other fields, it was a revelation: I was building something meaningful, not merely earning money.
Our focus is to create, not to sew.
Which early mistakes do you consider the most valuable, and what did they teach you?
Probably our attempt to take production fully under our own control. We thought we could "save" a contractor: we rented a space, bought equipment, and hired people. For half a year, I was traveling there every week solving day-to-day operational problems — someone had a vegetable garden, someone’s pattern cutter didn’t show up. At one point, I even called the system administrator to block Odnoklassniki on the work computers, and that’s when it hit me: this was not our business. We realized that manufacturing is a separate discipline. We are about design, product, and service. After that, we abandoned the idea that "everything must be in-house". It’s far better to build a system of contractors where each professional does what they do best. The key is not trying to control everything at once. Our focus is to create, not to sew.
You often speak about "working through mistakes". Do you have a structured system for analyzing and correcting them?
Yes, it’s been part of our culture for about ten years. We developed a four-step framework to analyze any mistake. First, you solve the problem. Then you understand why it happened. Next, you adjust the process so it doesn’t happen again. And finally, you ask yourself where else a similar situation might occur. I believe mistakes are the fuel for growth. But people don’t always enjoy dealing with them, so now we’re planning to replace the word "mistake" with something more positive — like "growth point". This is especially important in Asian cultures, where losing face is deeply feared. We try to show that acknowledging a mistake is not a defeat, but a marker of professionalism.
During crises, many businesses shut down, while you launched new projects. What helped you see opportunities where others saw dead ends?
We are children of crisis ourselves. We launched in 2014, when the ruble collapsed and a new consumption paradigm emerged. Social media was just beginning to become commercial, and we caught that wave. A crisis is not a catastrophe — it’s a moment of accelerated change. The most important thing is that the speed of internal change within a company doesn’t lag behind the external environment. We try to stay flexible and regularly "vaccinate" ourselves against stagnation.
12 STOREEZ grew from a family project into an international business. What do you think was the key factor behind such rapid growth?
Hard work and patience. Very few people are capable of sustaining tension over a long period of time. We think in terms of marathons, not sprints. From the very beginning, we understood that we were playing the long game. Just a month after launching, we went to a trade fair in Milan — simply to observe, touch fabrics, and get inspired. That experience helped set our standards early on.
Today, around 12–13 % of your revenue comes from international markets. What has been the most challenging aspect of expanding beyond Russia?
Every country requires localization — marketing, personnel, culture, and even the rhythm of life. In Kazakhstan, for example, we already have four stores, while in some markets we have to limit ourselves to just one. It’s crucial not to simply copy a model, but to adapt it with sensitivity to the local context.
You’ve been playing golf for over ten years. What does the game mean to you — sport, relaxation, or perhaps an opportunity for informal networking?
Golf isn’t a way to make connections, although communication does happen naturally. First and foremost, it’s a way to work on yourself — a form of active meditation. Golf is technically an incredibly complex sport: the number of variables you have to consider simultaneously is enormous. It’s very similar to life and business — you can draw new lessons from it every single day.
You speak about the need to be strong in everything — product, service, marketing. It seems you apply the same principle to yourself personally. How do you approach health and longevity, for yourself and for your team?
I believe health is a marathon, just like business or life. A few years ago, I realized that the single most important factor is sleep. And that’s a matter of discipline: no alcohol, a consistent bedtime, a dark room, cool temperature — I sleep at 18°C or lower. I use a weighted blanket, a sleep mask, take magnesium, and before bed I walk slowly for 20–30 minutes. It helps calm the nervous system and significantly improves sleep quality. I try to lead by example. I used to give the team fitness trackers to monitor recovery, but I realized everyone has to come to this on their own. My personal goal is to live beyond 100 years and to build a company that will also live for 100+ years. The foundation of longevity isn’t laid at 60, but between 35 and 55. Everything else — supplements, vitamins — accounts for maybe 10–15 percent. Sleep and lifestyle deliver the remaining 85 %.
Do you have a favorite piece from 12 STOREEZ? Why that one?
I really love our Travel line suit. It’s universal: you can fold it into a suitcase, fly to another country, hang it up — and it smooths itself out. It’s comfortable at both +25°C and +10°C. The fabric breathes, regulates temperature, and holds its shape. It’s my must-have for travel — formal, yet comfortable and visually refined. From the very beginning, we created clothing that works on the body, not just looks good on a hanger. I like that the suit pairs easily with a T-shirt or a shirt, with sneakers or classic shoes. Versatility is at the core of the brand’s DNA.
