LAB GAME 🇺🇦

JEU DE LAB is a Kyiv-based clothing brand founded in 2017 by photographer and graphic designer Stepan Nazarov. The brand's name translates from French as "game" — in the brand's case, it's a game with street culture and the visual codes of Eastern Europe.

Drawing on his creative background and the aesthetic of Kyiv's party scene, Stepan creates products that delicately combine local style with global streetwear trends. We note that we greatly enjoy observing the transformation of ideas — how phrases like "My Life My Rules" or movie posters for "XXX" turn into stylish prints on hoodies.

The brand is developing very dynamically — its range already includes sweaters, upcycled jeans, T-shirts, scarves, baseball caps, and silk scarves. Among JEU's fans, you can find director Alan Badoev, singer Luna, model Zhenya Katova, Fabrizio Costanzo from Versace, and the creative director of Highsnobiety.