Founded by Andrei Kravtsov in 2012 in Saint Petersburg, Russia, SHU combines practicality with modern design.

As an insulation material for their winter collection, SHU use eco-friendly SUSTANS, a bio-based fibre by DuPont. SUSTANS is a plant based “faux down” insulator. All outerwear pieces are designed for temperatures down to -20 / -25С °. No animal products are used in any SHU clothing production. The brand currently have stores in Moscow, Saint Petersburg and Ekaterinburg.