WHY 23?

I was born on the 23rd. At 23, I founded TWENTY THREE. Only later did I discover that my grandmother, whose name I share, was born in 1923.

What started as a number I had always felt connected to suddenly seemed to have been there long before me.

WHO?

Sarra Gimalova, founder and creative director of TWENTY THREE.

After studying Creative Direction for Fashion at UAL and working across luxury fashion in London, one question stayed with me: in an industry of endless choice, why does so little feel personal?

The philosophy is simple: create to collect, not to consume. A wardrobe that evolves with its owner — personal, transformable and never entirely fixed.

At the heart of TWENTY THREE lies a Tatar heritage, where generations of craftsmanship meet a sharper, contemporary expression — introducing its codes to an international audience without losing their origin.

At 23, it felt like the right time to begin.