Brand Communication of GATE31

GATE31 is a Russian minimalist clothing brand founded by Denis Shevchenko in Saint Petersburg in 2015. The brand focuses on creating modern wardrobe essentials and builds its concept around thoughtfully designed clothing that remains relevant over time and suits people of different ages.

GATE31 is positioned around modern minimalism, functionality, and practical design. The brand pays close attention to material quality, product durability, and in-house production, which allows it to oversee every stage of the manufacturing process. The company’s philosophy is based on creating clothing for everyday life that combines contemporary style with comfort.

The brand’s target audience consists of women of different age groups who prefer a clean, understated style and versatile clothing. GATE31 customers value quality, practicality, minimalism, and conscious consumption. The brand appeals to people who are interested in building a timeless wardrobe and using their clothing over the long term.

The brand name reflects this concept, as the word “gate” is associated with airports, movement, and the beginning of a new journey. This theme is also expressed in the design of the stores. The interiors feature elements inspired by travel and aviation aesthetics, including arch-shaped structures reminiscent of airport architecture, smooth spatial lines, waiting areas, and details influenced by aircraft design.

GATE31 actively uses digital communication channels and maintains regular interaction with its audience. The brand’s main platforms include Instagram, Telegram, YouTube, VKontakte, and its official website.

On social media, the brand shares photos of new collections, behind-the-scenes content from photoshoots, information about production processes, company news, details about discounts and special offers, and customer feedback. Telegram and VKontakte are used for quick communication and for keeping followers informed about new products and brand events. On YouTube, the brand publishes video content about the company’s development, its production processes, and the history of GATE31.

The brand’s PR strategy is based on transparency and audience engagement. The company shares insights into its internal processes, provides information about production, and takes customer feedback into account when developing new designs. An important part of its communication strategy is highlighting its own manufacturing facilities and promoting the company’s values.

The brand also uses social and charitable initiatives as a tool for building its reputation. GATE31 collaborates with charitable foundations, participates in social projects, and supports public initiatives. In addition, the company strengthens its image as a responsible manufacturer through its focus on sustainable development, local production, and the use of high-quality materials.

Another communication channel used by the brand is the blog on the official GATE31 website. It serves both informational and image-building purposes, helping to create a deeper connection with the audience. The blog features photo and video content that reflects the life of the brand, its values, and its internal processes.

In 1987, Walter Fisher, in his monograph Human Communication as Narration: Toward a Philosophy of Reason, Value, and Action (University of South Carolina Press), introduced the concept of homo narrans. Fisher sees people not as rational actors, but as “storytelling animals.” We do not merely exchange arguments; we tell each other stories. Our life experience, perception of the world, and decision-making are based on the stories we hear and choose to believe or not believe. Importantly, people first assess how much they can trust the story they hear, and only then do they make decisions. The criteria that prove important for understanding the situation are Narrative Coherence and Narrative Fidelity. A person primarily determines how logical the story is and whether it aligns with their personal values and life experience.

Every brand sooner or later finds itself in a difficult situation where its very existence is at stake. Gate31 found itself in such a situation. The brand’s founder, Denis Shevchenko, found a way out by reaching out to his audience. On April 22, 2026, he contacted the brand’s fans through a letter published in the official Telegram channel of Gate31, in which he described the current situation, shared his concerns, demonstrated his own ideas and values, and offered the audience a beneficial proposal intended to give the brand a second chance. And the audience truly took it to heart and helped the brand! As stated in the second message dated May 26, 2026, people not only started making purchases but also reached out to the brand’s founder with a multitude of offers to help.

Let’s examine what exactly might have resonated with and convinced the audience that it was truly worth supporting the brand.

Denis Shevchenko begins his letter by acknowledging that the brand is operating at a loss. He explains that he prioritized employees over profits and avoided layoffs, decisions that ultimately contributed to the company’s current difficulties. This also clarifies why Gate31 did not celebrate its anniversary last year. The founder identifies “openness and humanity” as the brand’s core values, and the very existence of such a candid letter reflects these principles.

According to the criterion of narrative fidelity, the perception of values is subjective. Everyone decides how closely the ideas conveyed by a speaker or brand align with their own beliefs. However, the audience’s response suggests that the values expressed in the letter resonated with many. What values does Denis Shevchenko convey in his address?

The letter conveys several values. Humanity is reflected in the way the brand speaks about its employees. Rather than treating them as “cogs in the system,” Denis Shevchenko refers to all 287 staff members as “the living people who surround us,” creating an image of empathetic leadership.

The principle of honesty and openness is expressed through the founder’s willingness to speak publicly about the company’s difficulties. Since people are often reluctant to discuss problems or ask for help, such openness requires considerable resilience and naturally commands respect.

Faith in ideals is another value communicated in the letter. Despite the challenges, the founder remains committed to his convictions, admitting that “it feels like I’m walking against the wind,” while expressing hope that the brand will endure with the audience’s support. In this way, Gate31’s story becomes an example of perseverance in pursuit of ideals.

Finally, the principle of fairness is evident in the brand’s response to the crisis. Rather than simply asking customers for financial support, Gate31 offers a lifetime 31% discount, acknowledging that its audience may also face difficulties and expressing gratitude in return.

On May 26, 2026, Denis Shevchenko wrote an even more detailed and candid letter to the audience. First of all, he reports that the brand’s financial well-being is improving. The founder thanks everyone who directly or indirectly helped the brand overcome the difficulties. The entire letter is filled with gratitude and the idea that the brand values everyone involved. Denis also spares no detail about plans for further development. He talks about further transformations intended to help the brand survive and at the same time remain welcoming to customers: “The best marketing is the perfect combination of price and quality, where the customer comes out a winner after the purchase.” “Community is our everything,” Denis writes as his conclusion. That is why in this letter he does not stop telling the story. He continues it, so that the audience will keep listening and evaluating his narrative, choosing his brand again and again.